In Why Social Media Listening is Important for Brands, Victoria Edwards demonstrates with three case studies how social media monitoring has benefited the brands Lululemon, Taylor Guitars and Maker’s Mark.
The Case of Maker’s Mark
Maker’s Mark, a whisky company, was met with negative feedback after announcing it would be reducing the amount of alcohol in their bourbon. As Edwards illustrates, Maker’s Mark customers responded negatively on Twitter and Facebook, prompting the company to respond to its audience with a “You Spoke, We Listened” message that reversed their decision. Not only did Maker’s Mark respond; they also used Google’s paid search to put the message at the top of search results, which help switch their audience sentiment from negative to positive.
Bad Buzz = Decline in Sales
By measuring sentiment in one of their client’s social media comments, McKinsey & Co. proved the benefits of social listening in a recent study that found a relationship between bad “buzz” and a decline in sales. Complaints about the signup process and call center workers at the telecom provider drove the negative sentiment, according to McKinsey Finds Social Buzz Can Affect Sales — Negatively, Anyway, which could have been resolved if the provider focused more heavily on social listening to identify the cause of the issue.
Social media monitoring helps departments outside PR and marketing:
– Customer service can create a knowledge base from questions and answers found on social media;
– Sales can uncover conversations that ask for recommendations or show discontent with competitors;
– Human resources can uncover experts and influencers and find new recruits.
Bottom line: Find out where conversations are happening, leverage what you learn and don’t ignore your customers.