4 Stages of Social Listening Maturity

What to say if you came across this question, “Do you really know what people think or say about your products, industry, market, and brand?” I bet you ended it up with “Oh, I don’t really know what the answer is”. Let’s say, most of the brand might think that with the help of market research, surveys, and focus group discussion or in-depth interviews, they already represented to what you know about your customers. To be truthful, it’s not good enough to really picture them completely. Customers don’t always tell you what they really think.

So, what should brands do to find out the real opinion about them? First thing, you should position social as your stakeholder. On this day, they spend a lot of time on the internet, especially on social media. Therefore, a brand needs to hear and watch every action from people’s activity on this platform. This will lead a brand to act as a social listener.

Social listener roles are to change their market research beyond with a real-time feedback, monitor what’s trending every minute, and provide more accurate external data. Besides, a social listener is not only about getting closer to the customers but also sensing on what the market wants or might do in the future.

As the customers grow more selective in choosing which products they would rather buy, brand evolves through a number of stages of social listening maturity. These four stages help them to learn more about the power of listening as they will change both methods and tools they adopt. Let’s have a look at it!

social-listening-table
source: https://www.pwc.com/gx/en/services/advisory/consulting/risk/resilience/publications/social-listening-how-market-sensing-trumps-market-research.html

It’s better to apply these four stages sequentially but you can choose not to use all of them as long as it fulfills the condition to your brand as the social listener. By reading this article, I hope it will be helpful for you to harness social listening in your daily business.

Here we give you an access to one of our latest report based on social listening about banking in Indonesia. You just need to click here.

Sarah is a social media content writer for Sonar Platform, currently majoring in Public Relations at the London School of Public Relations, Jakarta

About Sarah Putri 124 Articles
Sarah is a social media content writer for Sonar Platform, currently majoring in Public Relations at the London School of Public Relations, Jakarta