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8.17.2011 | Ian Baer

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Sure you’re listening, but is it profitable?

Through effective online listening, your brand can create a complete picture of its online presence, favorability and reputation.

It seems as if listening is quite an actively used word in social media and marketing these days. Yet most social media monitoring and listening done by brands seem to focus on the following questions:

• What are people saying about your brand?
• What are people saying about competitors’ brands?
• What is your brand’s share of the conversation?

While all this is useful, for the Strategy Team at Rauxa there are more important questions to your bottom line:

• What high-volume conversations are taking place today among your customers and target prospects that your brand could enter in a relevant way?
• What types of useful content can you create—or often simply repurpose—to drive millions of brand engagements and, ultimately, inbound leads to your brand?

Our approach to listening, which we call Audience Identification and Archetype Planning, provides these answers and more.

We help brands create collaborative, social and accountable relationships in the social spaces by first listening for the conversations taking place just outside today’s brand and category dialogue. These are often 100 times higher in volume than the in-category dialogue, and they often provide ideal opportunities to position your brand and redirect that conversational traffic to your site and/or company.

We use these findings as the basis for creating consumer (or business) archetypes, based on their behavioral patterns both online and offline, and the types of content they find most relevant and useful. Then, we help our clients develop programs that deliver the content these people crave, right back into those same conversations. By creating content for an existing, quantified conversation, we are able to bring a whole new level of predictability and accountability to social marketing. Even more, these types of digital assets—both useful and brand integrated—can continue delivering inbound leads like an annuity, often for months or even years after your investment in that content has ended.

Your customers are discussing your brand, and your competition, right now in social media—with you or without you. It’s time to listen, identify the buzz and participate in the conversation.