Implementing a Facebook listening strategy While monitoring is frequently reactive, Facebook listening lets you take data and proactively apply it to improving as a company. Listening would be noticing the overall trend around the word “sturdy,” making sure future products also incorporate the material and then using the word in a marketing campaign. Monitoring would be seeing the reviews and maybe responding to each review and thanking them. After you release a new product, you might receive several reviews commenting on how sturdy the new material is. If you have that goal but your customers aren’t there yet, then you’ll still need to look at your other service channels for a more comprehensive view of what people are saying.Ī second example is if you use Facebook’s recommendations feature to gather reviews. If you use Facebook primarily as a customer service portal and your customers do the same, then it would be a good idea to focus your monitoring efforts around customer comments, service issues and complaints. If there’s a specific press release, you can check on how well it’s performing with a service like Buzzsumo’s Content Analyzer.Īt this point, you’ll want to understand your own goals and how they play into your approach to Facebook monitoring. So what do you monitor instead? As a brand, you can take a look at your own Messenger activity, public posts, comments and related industry Groups. Private and closed Groups, private messages and billions of posts a day mean that there’s no direct way to compile all of the search results.
But on Facebook, you can’t do that as easily. On Twitter, you’re able to conduct and save search parameters. Due to privacy concerns and API limitations, Facebook limits the kind of information it provides to third-party applications. Facebook monitoring vs listeningįacebook monitoring is similar to general social monitoring but with more restraints. You rule out your anomalies, take the most common issues and address them. Think of it as a high-level view of everything. And then informing the best department about it. It’s noticing that three private messages from three different people about the same topic arrived. Listening gives you a better perspective on how customers feel about you (brand perception) or shapes your next marketing campaign.įacebook listening is not seeing a private message come in and responding to it. It’s an active analysis of your passively collected data. What is Facebook listening?įacebook listening is taking all of the information you’re given on Facebook, like comments, recommendations and private messages, and identifying trends in them.
Each network is different, though, so your listening strategy should be customized per network. When you pair both monitoring and listening tools, you find trends that you might not have noticed before. It’s used by companies around the world to understand their customers better and inform their next marketing step. Outside of the day-to-day responses to posts and messages, how often do you take a step back and look at the big picture of your strategy? Listening on Facebook is a step up from monitoring and taking action.
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