Recently, we addressed the importance of social listening – specifically, monitoring what people are saying about your brand beyond your owned social media channels – in our blog, Social Listening Part 1: Insider Tips to Get the Most Out of an Evolving World. Social listening can provide data-driven insights on your brand, competitors and industry trends. But more important, it can also alert you to a negative review, politically charged tweet or complaint about your product in a Reddit thread.
In Part 2 of this series, we continue our discussion with Digimind Senior Customer Success Manager, Strategic Accounts, Tony Calega, about the importance of adding social listening to your 2021 strategy. Hart partners with Digimind, a leader in social listening software, to provide clients with the full picture of how their brand is being discussed in the social landscape.
See a Potential Crisis Before It Hits
Unfortunately, there is no step-by-step guide for going viral on social media. If there were, everyone would be doing it. There is however, one constant among the posts that take off on the internet: authenticity. Regardless of the size of your brand’s platform, keeping your tone real and honest is the key to reaching beyond your audience.
This is a story about a script we threw away.
As I mentioned at the start of this pandemic, "Together in uncertain times, we know one thing is true – partnerships and trust matter. We are blessed to have great clients, and we thank all of our partners for being there with us through good times and challenging times."
As I reflect on the year since those remarks and look forward to the next, one thing overwhelms me. It's gratitude.
Across this country, businesses are all facing a new wave of challenges with a familiar resolve. Breaking through noise to remain relevant is incredibly challenging, but also rewarding. Consumers are evolving quickly: fragmentation is increasing at a rapid pace, and trends are hard to discern from shorter-term fads. We have a tremendous opportunity to make the connection between brands and their changing consumer, using data to listen to the moment.
Cleaning, or taking account of our actions over the past six months, feels like a chore that we keep pushing off. After all, we all jumped feet first into COVID’s impacts and managed each wrinkle with the precision of a ninja and the comfort of a fleece blanket. At least after the initial shock wore off!
Throughout the COVID-19 pandemic, Hart has explored in detail the ways brands must adapt to changing consumer values in the face of a global crisis. Most recently, we focused on the ways these values influence consumer behavior and the importance of addressing their ongoing evolution.