Social Media Listening: An Essential Marketing Tool in 2021

Social Media Listening: An Essential Marketing Tool in 2021

Download Now

With consumer discourse increasingly taking place on public platforms, social listening tools will soon become an essential marketing practice for conducting both audience and market research. As more marketing teams begin to pair continuous listening capabilities with social media data for audience and market analysis, those that don’t will begin to find themselves at a major disadvantage.

In addition, audiences today expect rapid response customer support and customer care through social media channels, making a social listening solution a necessity for customer support and community management in 2021. 

The question going forward is not whether or not brands will need to adopt a listening solution – social listening will undoubtedly become an indispensable marketing function for most consumer-facing brands, especially as listening technology continues to improve. The effectiveness and efficiency in which marketing teams can leverage their listening capabilities will be the differentiating factor in the future, and having a tool with the right capabilities is only one piece of the puzzle. 

Insights From the Report: 

  • Most brands still don’t utilize social listening when it comes to audience analysis, even in situations where a listening solution clearly provides the best source of insight.
  • The difference between social listening and social monitoring is often overlooked, and brands don’t take advantage of the long-term benefits and possibilities of listening.
  • Only 8% of brands who leveraged a listening solution utilized it for competitive research and analysis (survey of 300 brands). 
  • Only 51% of brands utilized social monitoring/listening in any capacity (survey of 200 leading brands).
  • Caused by an influx of customer support requests due to the coronavirus pandemic, the average number of comments posted to the pages of airlines in March was a staggering 18,341, compared to just 3,600 in the prior month of February.

Get Started With Socialbakers

See how the Socialbakers platform will help your business succeed on social media. Our experts will provide you with a personalized walkthrough tailored to your business objectives.