By Kent Huffman, Author of 8 Mandates for Social Media Marketing Success
I believe that listening is the single most important key for marketers who want to be successful in social media.
Although the average person spends about 45% of his or her waking hours listening, most of us are simply not very good at it. Various studies conducted over the years have shown that we comprehend and retain only about 25% of what we hear!
With that challenge so prevalent, applying good listening strategies and skills in the social media environment becomes even more critical. “Intentional listening,” as my friend and colleague Eric Fletcher calls it, should be front and center in your social media marketing strategy, as it plays an integral role in ensuring that you can find your target audience, hear and understand their wants and needs, and then effectively communicate with them in such a way that establishes trust and strong, long-lasting relationships.
At the outset of your social media marketing program—even before implementing your listening tactics—do your homework. Conduct surveys and focus groups. Gather responses and evaluate. And spend some quality time “lurking and learning” on Twitter, Facebook, LinkedIn, and other social media channels to find out what your target audience has to say.
Finally, make sure you’re carefully monitoring your competitors as well. Are they listening to their constituents or just broadcasting marketing messages? You’ll have to do a little old-fashioned detective work, but remember that with social media, the playing field truly has been leveled. You don’t have to guess about who’s doing what—just listen.
(This is an excerpt from Kent’s new book, 8 Mandates for Social Media Marketing Success.)
Next: 8 Mandates for Social Media Marketing Success—#2: Plan Carefully
