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Why Brands Use Social Media Listening Tools

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Brands are using social media listening platforms primarily to improve customer service, reach new audiences, get feedback on products/services, and monitor questions/concerns, according to a recent report from Clutch.

The report was based on data from a survey of 300 people at companies with 100+ employees; those polled use a software tool for social media listening/monitoring; 74% of them work for B2C firms, and 26% work for B2B firms.

Respondents who use social media listening/monitoring tools say the main objectives for doing so are to improve customer service (21% cite as a goal) and to reach new customers (21%).

Brands say the primary benefits of using social media listening platforms are getting feedback to improve products/services (25% cite it as a benefit) and attracting new customers (24%).


Respondents say they main things they monitor with social media listening tools are customer requests/concerns/questions (86% do so) and the competition (77%).

About the research: The report was based on data from a survey of 300 people at companies with 100+ employees; those polled use a software tool for social media listening/monitoring; 74% of them work for B2C firms, and 26% work for B2B firms.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Brooke Harper Fri May 5, 2017 via web

    Great post, Ayaz. Thanks for sharing your insights. It's true that a lot of companies utilize social media to provide customer service. Most, if not, all consumers are active on social networking site like Facebook and Twitter, which is why it's important to take advantage of this trend.

    A colleague of mine at Tenfold told me that chatbots can be extremely helpful. Automating responses like letting your customers know how soon they can receive your reply to their inquiry can help make them feel more at ease than just waiting with no definite timeline.

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