The Power of Social Listening
By: Sergio Saucedo
From research development to marketing, understanding what your community is talking about early on through social listening can help a brand to deliver the types of products that resonate with their community. From a marketing perspective those same tweets, or posts can also play a crucial role in driving the strongest and most authentic brand advocacy.
A great example of a brand who embraced social listening to build a social-first marketing strategy was the CPG brand Kellogg. They recently promoted a fan’s tweet from 2016 to tease a new flavor for their Coco Pops cereal. Not only did this tweet help in the discovery phase to spark the idea for the flavor, but by putting paid support behind the tweet it actually helped the brand to tease the launch and drive buzz as people wondered why this was being promoted.
When launching a product, brands need to think hard about how they can utilize social media. Of course, tapping into the full potential of social to launch a product is no easy task, which is why many brands shy away. However, when brands utilize social listening to involve the community early on in their decision process, the product roadmap opens up and it becomes a win-win situation for both the brand and the consumer.