Even the tools that communicators are using have transformed, providing more actionable insights than ever before. Some things haven’t changed, though.
Clutch recently surveyed 300 marketers who use social media listening and monitoring tools, and found that 86 percent are using the tools to monitor customer requests, questions and concerns. That’s largely unchanged from roughly six years ago. The goal for many organizations (42 percent) remains to be improving customer relationships.
The reasons why brand managers are focusing on social media monitoring have expanded somewhat in recent years. The survey reports that marketers are using online listening to improve products (25 percent), attract customers (24 percent) and provide better customer service (21 percent).
Still others are experimenting with social listening as a way to test content (13 percent), recruit new hires (9 percent) and learn about the competition (9 percent).