The Difference Between Conversation and Context
Social listening software is the latest hot tool for social marketers to measure the effectiveness of their strategy. It provides data on keywords and how often your business name is mentioned.
Sounds great, right?
Well, as Jason points out, you are missing a key piece of information with these tools: the context. Are your customers happy or do you sense sarcasm in their response? More importantly, what conversations are they having about your general field that could impact your success within the market?
Understanding the broader context of conversations your customers are having in, on, and around your business provides a deeper level of knowledge that can truly revolutionize your business strategy. Jason’s experience in social conversation research has shown him the power of context in applying social listening data.
By knowing what is going on around keywords, you can provide customers with things they (and your competitors) didn’t even know they wanted.
In This Episode
- Why finding the right social platform for your brand means understanding the audience of each platform and how it fits with your product
- How looking at the context, not the brand, leads to deeper and more insightful consumer research
- Why the rise in stories as social conversations means a decrease in the effectiveness of social listening tools
- How conversation research leads to data that makes a difference
Quotes From This Episode
“The social listening platforms that are out there do a really good job of counting key words for you, but they don’t analyze the context of the conversations.” —@JasonFallsWe are long past the days where social media is a young person's game. Click To Tweet
“Facebook is the 800-pound gorilla in the conversation sphere and you just simply can’t get the lion’s share of it.” —@JasonFalls
“When you broaden your perspective and look at the broader conversation about your category or a given topic in your category, that’s when you start to get really smart.” —@JasonFallsThere's far more than just marketing insights that can come out of conversation research. Click To Tweet
“Keywords are useful to a degree, but many people have been misled to believe that the word cloud is a topic cloud.” —@JasonFalls
“The frustration most brands have with social listening software is they can’t decipher signal from the noise.” —@JasonFalls
- Jason Falls on Twitter: @JasonFalls
- Conversation Research Institute on Facebook, LinkedIn, and Twitter
- Social Pros 14 – Jason Falls, Social Media Explorer
See you next week!