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Social Listening Moderation 2020

2020 can get in the bin!

 

There is no doubt that the last 6-months have been an un-easy roller coaster ride for many.

Unfortunately, it is difficult to know when this ride will end.

In this time of uncertainty let me share with you my certainties surrounding social listening/moderation as we move into 2021.

 

Dane's 3 certainties;

 

1. More and more people are using social media inbox messages to contact organisations.

2. No one really knows what is happening to or will happen to their industry!

3. Organisations are being re-organised.

 

1. More and more people are using social media inbox messages to contact organisations.

This is not just a social media phenomenon.

During the last 6 months, online usage has seen an overall spike in activity – as expected.

This includes - increases in dual screening, online shopping and strong increases in people utilising 3rd-party digital tools in order to work from home more efficiently.

We have all observed strong increases in video chat connectivity - think of live streamed concerts from musician friends, funerals broadcast digitally due to social-distancing requirements and work from home video calls.

We have also seen the rise of digital tools being used as a utility (QR code sign-ins to eat at a restaurant, COVID infection-tracker software).

The point I am trying to emphasise here is that social is no longer a 'nice to have' for organisations. Users have grown to expect social interactivity, and this is even more important given the recent increases in overall online activity.

Merkle Australia offer services to employ social listening/moderation functionality such as;

 

Social to service – i.e. sending specific social media inbox messages through to broader CRM systems.

Engagement responses – A database of pre-planned moderation responses. Useful to deal with common FAQ’s.

Automation – Automate your everyday processes so you can spend less time sorting and more time analysing.

Audit Trails – Understand who from within your organisation has done what on social media.

 

2. No one really knows what is happening to or will happen to their industry!

Social listening can and should be employed to research the economic shifts caused by COVID.

Social listening data is market research in real-time. As people begin discussing COIVD and its impact on specific industries this data can be harnessed to identify unique customer pain-points born during the COVID pandemic.

It’s no surprise that the earliest adopters of social listening/moderation software in Australia were PR agencies, not social or marketing agencies. This information is valuable.

 

Social

 

Keywords: social distancing, social distance, cluster(s), covid, corona, pandemic, virus, face mask(s) AND pub(s), restaurants, bars.

 

Here we see a real-time analysis of hospitality industry related COVID mentions:

Social Post

Merkle Australia offer services to assist clients in collecting, dissectingand analysing social media data to surface insights and actionable recommendations that can complement overall organisational strategies.

 

3. Organisations are being re-organised.

As organisational roles are being consolidated - marketing managers may now need to manage social.

At their core all social listening/moderation platforms are the same. This means that up-skilling these marketing managers - using any Twitter Firehose API enabled social listening tool (Social Studio, Sprout Social, Talkwalker) - will be suffice for marketing managers who have been thrown into managing social and need to understand social listening processes as opposed to just simple tool functionality.

In short - training needs to focus on why, how and when to use Social listening/moderation - not simply just which buttons to click.

Merkle Australia offers bespoke client training to cross-upskill your organisation. This also includes creating a social listening/moderation/ governance strategy that will compliment your current marketing processes, not hinder them.

So, there it is – my certainties moving into 2021. But who knows? I know I certainly didn’t see 2020 panning out this way!

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