IN THIS CHAPTER
Discovering what your customers are saying about you
Selling by helping
Social media has opened up countless opportunities for businesses to connect with their customers. Social networks present brands with a valuable opportunity to hear what their customers are saying, providing an unprecedented peek into their lives. Using social media to monitor conversations is called social listening, and it’s something all businesses should take advantage of daily.
In this chapter, we discuss the benefits of social listening, and how to use Twitter as a tool to monitor — and participate in — important conversations.
These days, businesses can’t sweep complaints under the rug. Before everyone was online, it was easy to ignore negativity. Nowadays, customers can take their complaints public, and if businesses aren’t careful, those complaints can go viral.
Because so many people are on Twitter, it’s one of the best places to go to hear what customers are saying. Before we get into the nitty-gritty of how to use social listening, let’s first discuss some of the benefits. Here are some important reasons to use Twitter to monitor your customers’ online conversations: