Social media has always been a two-way conversation, but, as marketers, we tend to focus more on our own messaging more than listening and feedback. It’s not enough to respond to messages and comments, but it’s important to truly listen to what your customers are saying. Social listening can help improve products, services and the overall experience. Social listening can lead to a more authentic patient experience. With the rise of Facebook groups and stories, talking about your brand or business is not just happening on your page or posts. It’s important to keep monitoring those conversations and learning what your audience likes and dislikes not only content-wise but also in their experience with your brand. It will be not only important for your brand to have a content strategy, but also have a social listening strategy. Social listening can help in key areas such as audience research, competitor research, reputation management, customer service and influencer marketing.
Lauren Farabough, Director of Health Care Strategy
This blog is part of our 2020 Marketing Predictions series. To see the full playlist, click here.