How Ignoring Social Conversation Could Be Fatal To Your Brand

It’s been 13 years since MySpace sparked online social conversation. Businesses have been scrambling since then to find the best way to advertise to millions of socializing people. Like print, radio, and television before it, there was a period of trial and error.

Marketers needed to learn the way people used social media before they could include it in their strategies. Meanwhile, new social networks popped up, and longtime favorites like Facebook and Twitter changed every day.

But social conversation is no longer a novelty, and the time has come for marketers to get serious about how it affects their brand.

This article will explain what kind of social conversation your brand should be monitoring, and how to avoid it becoming lethal to your brand.

How Social Conversation Impacts Your Brand Today

The Pew Research Center recently published a study that revealed how many American adults used social media in the past decade. In 2015, nearly two-thirds (65%) of American adults use social networking sites:

Social Networking Use Has Shot Up in Past Decade

With so many people using social media, the next question is how many of them are talking about your brand?

96% of the people that discuss brands online do not follow those brands’ owned profiles. (Brandwatch)

It’s incredibly important then, that marketers are tracking conversation beyond their owned accounts, so that high priority feedback isn’t missed.

The Biggest Risks Posed To Your Brand By Ignoring Social Conversation

By ignoring social conversation:

  • You’re unaware of faulty products before it’s too late.
  • You ignore opportunities to discover upcoming trends.
  • Your customers are holding conversation about you in a public forum, and while you’re invited, you’re not attending. The negative things they say about you fester, without resolution, resulting in poor customer experience and churn.
  • You ignore the power of real-time sharing and conversation that could increase the success of your marketing campaigns (both online and offline).
  • You are not activating brand advocates.
  • You ignore the fastest-growing marketing opportunity since Facebook launched – influencer marketing
  • The cost to your business? Billions of dollars.

What Kind Of Conversation Should Your Brand Track?

There are a number of use cases for social listening that can be applied using various data sources:
A social listening platform such as Brandwatch, Sysomos or DataRank can help your monitor and react to mentions of your brand.

Work With Agencies Who Measure

Measuring the metrics you collect from any online campaign – social media ads, banners, influencer campaigns or other content – is vital. Make sure you ask about the kind of measurement an agencies does before you start working with them on a campaign.

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