Social Listening – Are Your Consumers Liking It?

At a time when there is substantial noise being raised over an individual’s privacy, especially on social media, NetBase and J.D. Power and Associates conducted a survey on 1,062 consumers to find out if consumers know that companies are listening to them on the social media and how they feel about it.

The study reveals some interesting insights –

According to the Altimeter Group, 42% of companies have social listening as one of their top 3 priorities 

But consumers are apprehensive towards this popular business trend and increasingly expressing their angst over it. However, the nature of their response hasn’t been consistent either.

• 51% of the consumers want to talk about organizations and their products; but they do not want these organizations to listen to their conversations.  
• In fact, 43% of them believe that social listening is an intrusion into their privacy
• But, completely contrasting to the above two ideas, there are also 32% of consumers who are completely unaware of the fact that organizations are listening to their social conversations.  
• Another important aspect that this study revealed was that 48% of consumers wanted companies to listen to them on social media and use the conversations for product/service improvements.  
• But there was also another 58% of them who opined that companies must use social listening only to respond to and solve customer complaints. 

But the real surprise was here-

• 42% people want brands to respond without fail to their positive comments
• 64% of consumers insist that brands must respond to social comments only when spoken to

This is a challenge to social media chiefs because such expectations from your social audience means that you must somehow, know beforehand how each of them is going to react to your social engagement efforts.

Now, we acknowledge that listening to, engaging with and understanding their social audience (customers, influencers, fans, stakeholders and even the competitors) are the three basic and fundamental principles of social media engagement for any brand marketers and the organization’s leadership. 

But, given the recent reservation among the consumers towards being listened to by brands on the social channels, the onus is now on the social media marketers, brand managers, CXOs and even social media monitoring and analytics people like us to delve deep into this new development and find new, feasible ways to, as the study’s infographic says, “demonstrate how listening doesn’t intrude but instead builds relationships”.

4 Simple Reasons Why Film Industry Should Use Sentiment Analysis?

If you are a movie marketer, head of a film distribution house or even a producer who is looking for some simple, straight answers about sentiment analysis and its benefits, then read on –

What is Sentiment Analysis?      

 

Sentiment analysis and opinion mining is the field of study that analyzes people's opinions, sentiments, evaluations, attitudes, and emotions from the written language. For instance, in a product review sentence, it identifies product features that have been commented on by the reviewer and determines whether the comments are positive or negative.

Why Film Industry Should Use Sentiment Analysis?

1. Understand what the film’s audience wants: 

One of the key capabilities of sentiment analysis is that it monitors, measures and analyzes the sentiment conveyed in the social audience’s conversations as they go about voicing their opinions on the films, its trailers, music videos, promotional events and even its actors and directors. This way you know exactly what your audience feels about the film. Based on this crucial real time feedback from your audience, you can decide what you must do to improve or to sustain your marketing strategies for making the film a box office success.

2. Engage your audience

Using sentiment analysis, you understood what your audience likes to hear and see about the film. Now it is time to give them just that. Do you see a lot of talk about costumes in the film? Post and promote more pictures and videos of that, talk to your audience and find out what they think. Encourage them to try out the same style on them and ask them to share it with you.

3. Review your marketing strategies

Use sentiment analysis to find out what type of sentiment is being built around the film. If the sentiments are largely positive, then it indicates that your film is doing well and that your promotional and marketing campaigns are on track too. However, if there is a negative sentiment brewing against your film, then maybe it's time to reassess your strategies too.

4. Better ROI

Doing a film is a huge investment. However, using sentiment analysis, producers and other important stakeholders, including actors, can get a holistic idea of what genres, storyline, music, dialogue works with the audience and what doesn’t. This valuable information will help you make informed and accurate investment choices and enjoy better returns on your investments.

5 Types of Social Media Content that Your Audience Like

What types of social media content does your audience expect from you?

If you are one of those brands which struggle with developing social content that is just right for your brand’s audience in spite of having a clearly defined social media strategy in place, then read further. Below are 5 types of content that your audience would love to receive from you – 

     Contests and activities that seeks audience participation:

Your fans and followers love a little challenge here and there, especially if there are monetary or other types of rewards involved. 

      ‘Share’ and ‘Like’ Content:

If you want your audience to regularly visit your social pages and consume your content, then it is absolutely necessary that your contest is worthy of maximum likes and shares. When you create shareable content, you not only create an opportunity for your brand to get more visibility, but also allow your audience to increase their social interactions. 

      Custom Content:

When your brand stands for something, your audience also repeatedly come to your page to get regular product/industry specific updates from you. So give them that a plenty, but keep it simple and varied in nature. Using images, videos and info graphics regularly helps break the monotony of plain text. 

Reactions:

Show them that you are a brand with also has a humane nature. Express your solidarity with global or local events and developments that upholds human values and the general good of all citizens. Pay your homage to victims of tragedies; applaud achievements of sports persons, the armed forces, social workers, extraordinary individuals with extraordinary success stories. 

      Bloopers, humorous content:

This is especially perfect for film and media houses. Your fans always want to know what happens behind the scenes of movies and soaps. Post lots of photos with interesting captions or upload a video of retakes of a particular shot. Non entertainment brands can regularly post content showing how your product is manufactured or developed from scratch.

So, what other types of social media content would your audience like? Tell us in the comments below.