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The Role of Social Listening in Understanding Your Audience

A man sitting at his laptop at a cafe while talking on his phone, working on an discussing social listening

The value of social media is forming, growing, and interacting with your business or nonprofit’s audience. It allows you to directly connect and communicate with those who are interested in your business. However, social media is not just useful for getting your message out. It also provides exceptional opportunities to learn from and understand your audience. We’ll explain what the role of this social listening is and how you can use it to better understand your target audience.

What are Social Listening and its Benefits?

Along with insightful metrics, the power of social media is the conversation. Social listening is using social media to get a sense of your audience’s thoughts about your business and its products or services. This is extremely beneficial for small businesses since it provides a fuller sense of what their wider digital community thinks or wants. That helps your business better understand its target audience and begin to make decisions about those desires or expectations. This listening and reacting also helps to foster a stronger and more dedicated community on social media as your audience realizes they are being heard.

Social Listening and Small Businesses

Social listening is an area of digital marketing where small businesses really shine. Larger businesses can be inundated with posts and comments that can be difficult, if not impossible, to sift through. Listening requires attention and focus, and that is a daunting task with a massive audience with myriad of voices. However, small businesses tend to have smaller, more focused audiences. That means it’s much easier for your social staff or digital marketing team to track and listen to most of your audience. Since at least 42% of users use social media to voice concerns about a product or service expecting a resolution, small businesses are better able to hear those customers. This focus is the same strength small businesses have on social media more generally. They can genuinely engage with their community.

How to Listen: Social Listening Strategies

To be fully comprehensive, social listening needs to employ multiple strategies to understand a target audience.

  • Listening to Direct Communications: Comments and private messages are direct communications with your business. Noting these means you are both paying attention to important comments or feedback. Responding to these communications also shows your audience that you’re actively listening.
  • Collecting Feedback: You can also foster direct communication with engaging posts. These might ask for input about what products or services they want to see offered, what their favourites are, or any other useful information.
  • Tracking Mentions, Keywords, and Tags: A lot of what you should listen to from your target audience isn’t said directly to you. For example, 96% of displeased customers don’t tell the company; they tell friends. The same goes for celebrating or recommending a product or service. Tracking keywords, mentions, and tags of your business, products, or services will provide a fuller sense of what your audience is saying. You or your marketing team can also track these for related brands or similar businesses to better understand your wider audience.
  • Attentive Listening: As you listen and respond to your audience. Be sure to listen attentively and consider the frequency of what they are saying. For example, if there is an issue with another company’s product or service, pay attention to what they say, and you may find a specific place where your business can address that issue and directly address it in your marketing. Similarly, if your audience repeatedly asks a similar question, it’s a good idea to provide a featured post that answers that question.
  • Understanding What is Beneficial: Not every comment, feedback, or impression will be informative. Not every social post or comment is thoughtful and attentive. Your marketing team will consider everything, but they will analyze and determine what is useful.

Start Listening, Start Understanding

Social listening is a key strategy for any business to understand its audience. Social media has given every user and business the unique opportunity for having a platform and communicating. A key part of communication is listening, not just speaking. By attentively and strategically listening on social media, you or your digital marketing team can begin to truly understand your audience and make effective and resonating decisions for your business. If you’re ready to start listening or want help mastering your strategy, contact the social media marketing team at Rosewood.

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Live Streaming for Brands: Engaging Your Audience in Real-Time

A man and a woman setting up various equipment for live streaming in real time

Today, live video streaming has well established itself as a dominant force in online content. As a powerful tool for engaging an audience, its popularity has led to every major social media platform providing the ability to view and produce live video content. Live streaming is an especially powerful tool for brands and businesses. It allows them to engage their audience in real time. We’ll explain some of the basics of live streaming and how your brand can use it to directly engage with its audience.

The Benefits of Live Streaming

One simple benefit of live streaming is that it’s extremely popular. it’s one of the most popular kinds of video content online with 23.7% of time spent on social media platforms dedicated to watching live streams. The other benefit is that live streaming is the best content for directly engaging with your audience. In all live streams, users can chat and react to the content in real time. In turn, the streamers can immediately respond and engage with their active viewers. This makes live streaming extremely personable compared to other kinds of content, and is why it’s also a popular choice for influencers. The result? Live streaming is one of the best ways for your brand to foster personal connections and communicate directly with its followers.

Streaming Platforms

With streaming’s immense popularity, there are many platforms to choose from. However, like any services, there are some clear leaders. 

Social Media Live Streaming 

Considering how fast they deliver and spread content, it shouldn’t be a surprise that the major social media platforms have their own live streaming services. Facebook Live, Instagram Live, and TikTok Live are all great and popular options for your brand’s live streaming. These allow you to stream directly to the audience you’ve already developed on any of those platforms. Plus, it’s easy to start right away. Streams on these platforms usually have simple production values, with streams coming directly from a mobile device.

Twitch and YouTube Live

The two other dominant streaming platforms are Twitch and YouTube Live. They are by far the most popular. Twitch users watched over 210 million hours in just the third quarter of 2022. It originally was designed for streaming video games, which is still the primary content on the platform. However, over the past years, Twitch and its streamers have diversified to now include more broad cooking and “Just Chatting” categories, the latter being by far the most popular. As a true testament to the variety, the BC Marine Mammal Rescue streamed the Vancouver Aquarium’s otter habitat for multiple years there. YouTube Live streaming is newer but has always been as diverse as YouTube’s on-demand content.

A difference for these platforms compared to social media streaming is production value. Twitch and YouTube streams tend to have more complex video and audio setups. Streams are meant to be horizontal video and rarely, if ever, come from mobile devices. Similarly, some brands and companies even just stream out pre-recorded videos or presentations. On the other hand, that complexity also means these platforms come with various tools like creating clips or countless plugins that social media lacks. Overall, these platforms are better suited for brands planning to make streaming a regular part of their content delivery strategy. 

Tips for Live Streaming

The ability to communicate and engage directly with your audience makes live streaming incredibly exciting for brands, but it can also be a little daunting. Here are some of our tips if you’re looking to start:

  • Engage your audience – The strength of streaming is the live component that allows for engagement, so be engaging. Address feedback, answer questions, laugh at jokes, etc. If people see you are engaging back, they will be more motivated to keep engaging with your brand.
  • Choose who and what to engage with – You can’t and shouldn’t engage with everything. If a stream has a large audience there will be a flood of chat messages, and you will have to be selective where you spend your time. Your audience will understand. Unfortunately, some material might be inflammatory or insulting. Ignore it and remove it. Acknowledging it could only fan the flames.
  • Announce and schedule streams – While many do regularly spend time on social media, many won’t be aware of your streams unless they stumble upon them. Announce planned live streams on your social channels so that followers are aware of when it’s going to happen. You can also provide some hints of the stream’s content, such as QA, announcements, a contest, or a giveaway. On dedicated streaming platforms like Twitch and YouTube, it’s more typical to have a set schedule and announce streams on other social channels.
  • Spice things up with spontaneity – Spontaneous and sudden streams can also have a charm of their own. If they attract enough audience, they keep your following regularly attentive, checking your other content to see if a live stream is happening.
  • Remember you’re live – Live streams have no edits or cuts. Be attentive to what you’re saying and how. Mistakes are fine and part of the charm but keep them innocuous.
  • Choose the right platform – It’s best to stream where you have the biggest following, especially in the case of social media. However, as already mentioned, if you’re looking to make live streams a prominent part of your brand’s content, look towards Twitch or YouTube.
  • Consider streaming on multiple platforms – You may have a substantial audience on more than one platform. Consider streaming on multiple platforms at once. Various other tools and services help with this, such as OBS. Just remember that when you are streaming on multiple platforms, you need to be attentive to engaging that audience in multiple spaces.

Let the Live Streams Flow

Now that you understand some of the benefits, and fundamentals, and have some extra tips in your toolbox, your brand is ready to go live. If you’re looking for more specific advice, need help with live streaming, or are considering making it part of your brand strategy, contact our marketing team at Rosewood Marketing. Their expertise will help you get those streams flowing.

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The Rise of Social Commerce: How Brands Can Leverage Social Media to Drive Sales

Person holding a phone, engaging in social commerce as it drives sales

Social media has become an essential marketing tool for growing your business’ reach and reputation. However, another one of social media’s goals, like other marketing, is to convert that attention into sales. One of the best tools for accomplishing that is ‘Social Commerce’, where products are sold directly on social media. We’ll explain what social commerce is and how you can leverage social media to drive sales.

What is Social Commerce?

Social commerce is selling products directly through a social media platform. Product discovery, selection, and checkout all occur on the platform rather than redirecting individuals to your own store. It’s a service that is now available on most major social media platforms, including Instagram, Facebook, and TikTok. For all three, you create product listings that appear in a shop on your account. Users can then browse and order products directly through the app. In exchange for offering the service, the platform takes a percentage of the sale as a fee. 

The Benefits of Social Commerce

Social commerce is different from eCommerce which happens on a business’ own dedicated website or online store. As a result, you have slightly less control over the presentation, and it requires creating a store dedicated to the platform. However, there are clear benefits to using social commerce to drive sales. 

People Use Social Media to Shop

Over 80% of users research products using social media and nearly half of both Millennials and Gen Z are already making purchases on social media. Social commerce immediately drives sales because you provide a shopping experience for these many users precisely when they are actively searching for or considering products. 

A Seamless Shopping Experience

That immediacy and convenience also translate into an effective shopping experience that helps further drive sales. Social commerce provides the opportunity for a potential customer to immediately purchase upon discovering a product they like. This creates a more streamlined shopping experience. Rather than leaving the app, navigating to the product on your digital store, adding it to their cart, and filling in their information to complete their purchase, the user can immediately checkout and continue their browsing. The eCommerce checkout can be a moment where carts are abandoned and sales lost. The speedy and seamless shopping experience of social commerce means there are fewer chances to lose the customer’s attention and that purchase.

A More Thorough Representation of Your Business on Social

Another benefit of social commerce is that you can better showcase the products that your company provides on social media. You could make posts for every product you sell, and you should highlight new items, but these inherently move down the feed as time progresses. Those ever-drifting posts aren’t an effective way to continuously show off your entire catalogue. Instead, the dedicated storefront of a social commerce space on your profile allows social media users to conveniently get a better sense of your products and services without needing to leave the app. 

Shopping That Reaches Your Audience

Social media platforms have an incredible amount of user data at their disposal. With social commerce, you can use that data to promote specific products to those whom the platform knows to have certain interests. Because of the wealth of data available, these product suggestions can be highly specific. For example, one product might suit a certain demographic like men in their 40s, while another suits young adult women. Each can be selectively targeted on social commerce to users in those demographics. Specific product suggestions of this specificity on your own eCommerce store need a shopping history and will take time to generate. Social commerce allows you to specifically tailor such suggestions and promotions from the start.

Social Commerce Isn’t the End of eCommerce

Social commerce has clear benefits for driving sales, but it doesn’t replace eCommerce and having a dedicated digital store and website. It’s an addition and effective supplement to your eCommerce strategy. Ultimately, the goal is to drive sales away from social media platforms, which take a 2-5% cut, to shopping and browsing on your own digital storefront. There customers can browse and better familiarize themselves with your products in a space that is exclusively dedicated to them. Social commerce’s strength is in getting new customers as they are generally browsing and securing that initial sale. That sale then converts someone into a dedicated customer when they understand the quality of your products. 

Making the Most of Social Commerce

Social commerce’s ability to convert and drive sales lies in the shopping convenience it creates for those actively browsing. It’s a valuable tool for attracting and recapturing dedicated customers. If you think social commerce is part of your next social media strategy, contact us at Rosewood. We’ll be happy to help you expand your eCommerce horizons. 

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