Posted by Megan Halscheid, Product Manager, Social
The growing popularity of social sites like Twitter means that social listening has become a great way for advertisers to gauge online consumer sentiment about their brands. At Performics, we’re using our proprietary social listening tool (Listening Post) to glean insights into what consumers are saying about brands on Twitter and other social sites and blogs. We then use these insights to inform paid search and Content Network optimization strategies.
Automating Social Listening
Massive conversation volume on numerous social networks requires advertisers to have powerful data collection and filtration tools to break through the clutter and uncover actionable insights. Automated social listening tools help advertisers quickly and accurately collect, filter and assign value to social conversations around brands or topics. This process includes:
Using Social Listening Data to Optimize Paid Search
Monitoring, mining and participating in the consumer conversation around a brand also uncovers a variety of paid search optimization opportunities. For instance, knowing how consumers talk about a brand aids in the creation of compelling paid search copy that boosts relevancy. It also helps discover new keyword opportunities.
Performics has identified actionable ways that social listening data can be used to influence search campaigns, including:
Consumers talk, brands must listen. Social network chatter offers advertisers valuable insight into their consumers’ perceptions, behaviors, likes and dislikes. As advertisers implement strategies to effectively mine these insights with social listening tools, they can use the insights gained to execute increasingly efficient marketing campaigns that are more relevant to consumers, and ultimately drive more clicks and conversions.