{"id":227,"date":"2020-03-31T16:38:55","date_gmt":"2020-03-31T07:38:55","guid":{"rendered":"https:\/\/tam-tamlo.com\/en\/?p=227"},"modified":"2024-06-30T19:16:41","modified_gmt":"2024-06-30T10:16:41","slug":"how-to-create-content-strategy-with-social-listening","status":"publish","type":"post","link":"https:\/\/tam-tamlo.com\/en\/227","title":{"rendered":"Using social listening to create content strategy"},"content":{"rendered":"<h2><span style=\"font-weight: 400\">What is social listening?<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Social media research, or social listening, allows you to tap into the billions of conversations occurring across social media every day. By creating trackers\/queries\/searches, you can understand exactly how people are engaging with topics, brands, keywords and content online. You can then categorise, filter and visualise this information in the following ways:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Subtopics<\/b><span style=\"font-weight: 400\"> \u2013 e.g. Across social media what topics do people care about when they talk about hair care?<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Time-line<\/b><span style=\"font-weight: 400\"> \u2013 how does the conversation change week by week, month by month and year by year?<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Time of day<\/b><span style=\"font-weight: 400\"> \u2013 when do people talk about different topics?<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Channels Identification<\/b><span style=\"font-weight: 400\"> \u2013 which social media channels or domains is the conversation living on?<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Audience understanding<\/b><span style=\"font-weight: 400\"> \u2013 does the conversation change by gender, age, interest, etc?<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Media<\/b><span style=\"font-weight: 400\"> \u2013 which images are people more likely to share?<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Locations<\/b><span style=\"font-weight: 400\"> \u2013 where is the conversation taking place and in which languages?<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Brand Reputation<\/b><span style=\"font-weight: 400\"> \u2013 what did people think about the most recent ad campaign or brand?<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Influencer Identification<\/b><span style=\"font-weight: 400\"> \u2013 which influencers match your chosen topic or brand<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">&nbsp;<\/span><\/p>\n<h2><span style=\"font-weight: 400\">Why is social media data valuable?<\/span><\/h2>\n<p><span style=\"font-weight: 400\">When targeting a local market (eg. Japan), it is crucial to understand that territory through the audiences\u2019 posts on social media. This understanding is rooted in the following core values.<\/span><\/p>\n<p><span style=\"font-weight: 400\">&nbsp;<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">The data catchment is large: there are 3.2 billion individual, active social media users worldwide.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">It is representative: <\/span><a href=\"https:\/\/www.emarketer.com\/Chart\/US-Social-Media-Users-by-Generation-2019-of-population\/226029\"><span style=\"font-weight: 400\">90.4% of \u2018Millennials\u2019, 77.5% of \u2018Generation X\u2019, and 48.2% of \u2018Baby Boomers<\/span><\/a><span style=\"font-weight: 400\">\u2019 are active social media users (Emarketer, 2019).<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Unguarded and volunteered: Unlike surveys and focus groups, people can be brutally honest about brands and topics.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">You can test brand hypotheses or beliefs: E.g. If you believe that you should be targeting a specific persona online, then test it using social listening. Is this the right thing to do?<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">You can discover unknown unknowns: Insights and discoveries that you can use to inform your marketing.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400\">&nbsp;<\/span><\/p>\n<h2><span style=\"font-weight: 400\">Building strategy and creating effective content<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Meticulous planning is essential for taking your social media insights and turning them into effective content. The form of this strategy will depend upon the project at hand but when a plan is in place and a calendar set out, you will be ready to distribute.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"What is social listening? 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