Social listening and essential response: how to use social media to your brand’s advantage

by Meagan Saxton

Using social media as a tool for customer service is a cornerstone of digital marketing in the 21st century. However, it isn’t as simple as firing off a series of posts on X in response to angry customers. In fact, responding to customers when they are angry is merely one component of a broader social strategy — one that’s only necessary if the other components are struggling to amplify your brand’s message.

Any response strategy begins with building relationships. Communicating with customers and clients — past, present, and future — is a business strategy as old as time. A social media strategy is no different; only the forum for building those relationships is new.

Although what you say when responding to customers and clients is an in-the-moment choice, responding should be considered part of a longer-term strategy of community engagement on every social platform where your brand appears.

Responding also begins with listening. “Social listening” is the practice of analyzing online conversations about your brand, competitor brands, and related keywords to learn more about your audience. What are people saying about your products, your customer service, your new logo — anything?