7 Questions & 7 Steps To Building A Social Listening Strategy
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The document outlines a strategic approach to building a social listening strategy, detailing seven key questions to consider and seven steps to implement. It emphasizes the need to define social media goals, understand the target audience, and select appropriate tools for effective analysis. The overall takeaway is the importance of quantitative and qualitative analysis in shaping a successful social media strategy.
7 Questions & 7 Steps To Building A Social Listening Strategy
- 1. M U L T I P L E Strategic Design 7 Q U E S T I O N S / 7 S T E P S B U I L D I N G A S O C I A L L I S T E N I N G S T R AG E T Y S KOT WA L D R O N , M U LT I P L E S KOT.WA L D R O N @ M U LT I P L E I N C .C O M M U LT I P L E I N C .C O M T W I T T E R – @ S KOT WA L D R O N L I N K E D I N - S KOT WA L D R O N
- 2. A V E R Y T Y P I C A L T H O U G H T P R O C E S S . I N T R O M U L T I P L E Strategic Design
- 3. “ W E N E E D TO B E O N S O C I A L M E D I A ! ” T H O U G H T # 1 M U L T I P L E Strategic Design
- 4. “ W E N E E D TO B E O N FAC E B O O K , T W I T T E R , L I N K E D I N , YO U T U B E , I N S TAG R A M , P I N T E R E S T, H AV E A B LO G . . .” T H O U G H T # 2 M U L T I P L E Strategic Design
- 5. I F YO U YO U D O N ’ T H AV E A N Y V I D E O C O N T E N T, D O N ’ T G E T O N YO U T U B E . ( Y E S , I T N E E D S TO B E S A I D.) S I D E N OT E M U L T I P L E Strategic Design
- 6. “ W E N E E D TO P O S T O U R L AT E S T P R O D U C T S , O U R S E R V I C E S , O U R N E W S , O U R W E B S I T E U P DAT E S , O U R N E W H I R E S , A N D O U R AWA R D S .” T H O U G H T # 3 M U L T I P L E Strategic Design
- 7. “ W E ’ R E O N T W I T T E R , S O L E T ’ S U S E H O OT S U I T E F O R O U R T W I T T E R A N A LY T I C S P L AT F O R M .” T H O U G H T # 4 M U L T I P L E Strategic Design
- 8. “ W E ’ R E A L S O O N FAC E B O O K , S O I N A D D I T I O N , W E C A N U S E FAC E B O O K I N S I G H T S .” T H O U G H T # 4 A M U L T I P L E Strategic Design
- 9. “ W E L L , A LOT O F P E O P L E A R E U S I N G R A D I A N 6 , S O W E ’ L L U S E T H AT TO M E A S U R E E V E RY T H I N G E L S E .” T H O U G H T # 4 B M U L T I P L E Strategic Design
- 10. “ N OW, L E T ’ S S TA R T P O S T I N G A N D S E E W H AT H A P P E N S .” T H O U G H T # 5 M U L T I P L E Strategic Design
- 11. H O L D O N ! ! ! ! ! ( I S W H AT W E S AY/ S C R E A M TO T H E M .) M U L T I P L E Strategic Design
- 12. T H E N , W E A S K . . . N E X T M U L T I P L E Strategic Design
- 13. Q U E S T I O N # 1 W H AT A R E YO U R S O C I A L M E D I A G OA L S ? W H AT D O YO U WA N T TO AC C O M P L I S H BY B E I N G O N S O C I A L M E D I A ? M U L T I P L E Strategic Design
- 14. Q U E S T I O N # 2 W H AT D O YO U WA N T YO U R AU D I E N C E TO T H I N K A B O U T YO U R B R A N D ? A N D W H AT D O YO U WA N T T H E M TO D O ? M U L T I P L E Strategic Design
- 15. Q U E S T I O N # 3 W H AT D O E S YO U R S O C I A L M E D I A AU D I E N C E LO O K L I K E ? W H I C H P L AT F O R M S A R E T H E Y U S I N G ? W H AT A R E T H E Y TA L K I N G A B O U T ? W H E R E A R E T H E Y G E O G R A P H I C A L LY ? AG E ? G E N D E R ? S O C I O E C O N O M I C S TAT U S ? M U L T I P L E Strategic Design
- 16. Q U E S T I O N # 4 W H AT K I N D O F C O N T E N T D O YO U H AV E TO U S E O N YO U R S O C I A L M E D I A P L AT F O R M S ? V I D E O S ? A R T I C L E S ? P D F D O C U M E N T S ? M U L T I P L E Strategic Design
- 17. Q U E S T I O N # 5 H OW M U C H T I M E D O YO U H AV E TO D E D I C AT E TO S O C I A L M E D I A M A N AG E M E N T A N D A N A LYS I S ? 3 H O U R S A W E E K ? F U L L T I M E P E R S O N ? M U L T I P L E Strategic Design
- 18. Q U E S T I O N # 6 H OW M U C H M O N E Y D O YO U H AV E S E T A S I D E F O R S O C I A L M E D I A C O N T E N T D E V E LO P M E N T, M A N AG E M E N T, A N D A N A LYS I S ? M U L T I P L E Strategic Design
- 19. Q U E S T I O N # 7 W H O I S A L R E A DY O U T T H E R E TA L K I N G A B O U T YO U ? P R O M OT I N G YO U ? T R A S H I N G YO U ? M U L T I P L E Strategic Design
- 20. L E T ’ S L I S T E N A N D S E E . M U L T I P L E Strategic Design
- 21. S T E P # 1 S E L E C T YO U R TO O L . YO U C A N ’ T D O YO U R J O B W I T H O U T I T. M U L T I P L E Strategic Design
- 22. S T E P # 2 D E T E R M I N E K E Y WO R D S A N D P H R A S E S . M U L T I P L E Strategic Design
- 23. S T E P # 3 C O L L E C T DATA B A S E D O N K E Y WO R D S E A R C H E S . M U L T I P L E Strategic Design
- 24. S T E P # 4 A N A LY Z E S E A R C H R E S U LT S A N D R E E VA L UAT E S E A R C H T E R M S . M U L T I P L E Strategic Design
- 25. S T E P # 5 C O L L E C T M O R E DATA . M U L T I P L E Strategic Design
- 26. S T E P # 6 E VA L UAT E Q UA N T I TAT I V E M E T R I C S . W H E R E A R E P E O P L E TA L K I N G ? W H O I S TA L K I N G ? W H E R E A R E T H E Y LO C AT E D ? W H AT ’ S T H E OV E R A L L S E N T I M E N T ? M U L T I P L E Strategic Design
- 27. S T E P # 7 E VA L UAT E Q UA L I TAT I V E M E T R I C S . H U M A N A N A LYS I S : W H AT A R E P E O P L E TA L K I N G A B O U T ? H OW C A N W E A D D VA L U E ? W H O S H O U L D W E PA R T N E R W I T H ? A R E T H E R E S U LT S R E L E VA N T ? I S T H E S E N T I M E N T C O R R E C T ? M U L T I P L E Strategic Design
- 28. R E S U LT B O O M ! A S O C I A L L I S T E N I N G S T R AT E G Y I S B O R N . M U L T I P L E Strategic Design
- 29. TA K E -AWAY S R E M E M B E R T H I S L I S T E N I N G P R OV I D E S : 1 . U N D E R S TA N D I N G O F S O C I A L M E D I A S PAC E 2 . A N A LYS I S O F P OT E N T I A L R E L AT I O N S H I P S 3 . A N A LYS I S O F TA R G E T AU D I E N C E S 4 . C O N V E R S AT I O N TO P I C S 5 . G U I DA N C E F O R T H E E N T I R E S T R AT E G Y M U L T I P L E Strategic Design
- 30. TA K E -AWAY S R E M E M B E R T H I S 2 M O R E T H I N G S : 1. THE TOOL IS ONLY EFFECTIVE IF YOU USE IT, AND IF YOU USE IT CORRECTLY. 2. QUANTITATIVE/QUALITATIVE ANALYSIS IS A MUST M U L T I P L E Strategic Design
- 31. M U L T I P L E Strategic Design T H A N K YO U ! P L E A S E F E E L F R E E TO C O N TAC T U S F O R S O M E Q U I C K F E E D B AC K / G U I DA N C E , O R TO I N Q U I R E A B O U T A S O C I A L M E D I A S T R AT E G Y F O R YO U. S KOT WA L D R O N , M U LT I P L E S KOT.WA L D R O N @ M U LT I P L E I N C .C O M M U LT I P L E I N C .C O M T W I T T E R – @ S KOT WA L D R O N L I N K E D I N - S KOT WA L D R O N