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Why Use a Social Media Listening Tool?

5 Jul, 2016 McKell Naegle

Editors Note: This is a guest post by Brock Westphal @KingWestphal of Nuvi. Although this article focuses on the features of Nuvi products, its concepts are broadly applicable to many social listening platforms.

Isn’t technology freaking awesome? In 5 years, our cars will drive for us, our email will be digitally integrated with our desk space, wall, anything, and technology will give us live curated ESPN video updates no matter where we are.

It seems like every aspect of our lives is becoming enhanced by technology. Social media listening tools are the next evolution to make your social media management lives better. Tools like NUVI help take out the guesswork out of strategies. They can notify you when important things happen in real time, tell you what and when to publish content. They can help show ROI from your efforts, and best of all, no more running manual reports.

There are a lot of Social listening tools out there and there isn’t one perfect tool. I may be a little biased, but I believe NUVI is pretty close. Let me share examples of how every major brand and agency in the world uses social listening tools.

In Dashboard Reply

Thanks to Gary Vaynerchuk @garyvee becoming the guy to turn to on twitter for wine related questions, we are all very aware how valuable social media can be to interact with potential customers. He showed us it was possible to quickly scale an old established company with social media.

Proactively listening and engaging with people on social media is now a vital part of the social media marketing playbook. Tools like NUVI make it much easier to engage with people — not to mention time saving. Most tools also allow us to create custom alerts around any number of options that are vital to our strategy. From negative mentions, specific keywords, and even YouTube links, these alerts will allow you to give real time attention to tweets you should be engaging.

Lastly, they compile mentions across all different social media networks such as Twitter, Instagram, and blogs into one dashboard for us to interact with.

Personal Proof: How Raving Fans are Made

I have personally experienced the power of this strategy. I was taking a flight with one of my best friends to SoCal to watch a USC football game. We found a flight that worked best with our work schedule, which just happened to be Jet Blue. The terminal we arrived at was an outside entrance. When we got off the plane, we walked down the stairs they wheeled up next to the plane, and with the jet right behind me, I figured I might as well take a selfie. I posted it to Twitter, naturally mentioned @JetBlue, and didn’t think twice.

And then…

Minutes later my phone buzzed. I’m sure you can guess who it was. Here is how the rest of the conversation played out:

As simple as that was, they made a fan out of me. Everyone likes to feel special. And this is one of the easiest — and funnest — ways to create “Raving Fans”. I am sure they are using a tool that alerted them when I gave them a positive tweet, then one of their community managers (not a bot) noticed I was a younger dude and made the tone of the conversation match.

It isn’t hard, it just takes dedication.

Crisis: Averted

Last year we worked with a marketing agency that specializes in famous musicians’ social media. At the time, they had limited visibility into mentions about their client. With NUVI, they were able to track multiple conversations about their client, and the whole industry. With the Word Cloud dashboard, they noticed there was a viral story that had gone unnoticed, centered around one of their clients.

This teenager had a terminal illness, and she also had a wish to meet a particular singer, the client. The story had gone viral more than a week prior. Because there was no response yet, and because the social media world moves at such a rapid pace, the conversations began turning negative. The reality is that one week on social media is roughly equal to a year in real life. (Kind of like in the movie Interstellar, when Matthew McConaughey goes down to the water planet — right next to a black hole — where he loses 7 years for every hour on the planet. Yeah, social media is the same.)

When the agency started monitoring the full landscape of their client, they were able to recognize this blunder and make a girl’s dream come true. They changed what could have been a PR setback for their client into a big win for everyone.

Automated Reporting

Let’s be honest. No one enjoys compiling reports, but they are a necessary evil. A good report, that is well organized, and provides deep insights, is well worth its weight in gold.

When monitoring many different topics, influencers, campaigns, hashtags, etc., automated reports are crucial. Automated reporting allows us to “set it, and forget it”. You can set it to deliver weekly/monthly/quarterly reports to anyone you want. For agencies, it is a major boost of confidence when clients know they will be receiving a weekly social media report every Monday at 9am — on the dot. Not only are they timely, but these reports can be on ANY topic they care about.

Regular reports are vital to growing social media. This allows us to check in on our game plan. It is important to be continually seeking new ways to grow. Reporting will keep us on that track to success. Automated reporting gives us more time to focus on things that make a difference.

Competitive Analysis

I can’t think of a single company that shouldn’t be aware of what their competitors are doing. I think a lot of businesses don’t because it takes a lot of time and effort to “keep an ear to the ground”. A huge advantage of social media listening tools is the capability to track ALL of your competitors.

There is so much vital information that can be gleaned from simply tracking competitors. To name a few: understanding their market strategy, finding their biggest influencers (both positive and negative), trending mentions about competitors, and much more. My favorite part of NUVI’s competitive analysis tool is it allows two different automated reports on competitive analysis and trends.

Calendar & Channel Dashboard

Last but not least, content calendars and scheduling. All successful social media strategies begin with a goal and a plan. Having a scheduling tool will help us work smarter and not harder. Effective strategies usually have content planned months in advance, using a tool that will push out the posts when desired.


You can connect as many accounts as you’d like and publish to multiple at a time. This is one really easy way to ensure your content is reaching the best fanbase possible. Channel dashboards are the measuring and reporting element of your own content. It’s crucial to track the best times of day and week to publish, what to publish, and what channels to publish on. Again, helping take the guesswork out of your strategy.

Conclusion: In a Fast Pace World, Social Monitoring Works

And there you have it friends! Social media monitoring and analytics is all the rage for a reason, they work. If you don’t have access to one, start looking around! If you are using one, talk with your provider (or shoot me a tweet) and ask for new ways you can utilize the tool for your strategy. We would be happy to help make your strategy more effective. Social media itself is always changing and evolving, and so should your strategy.

Explore a better way to do social monitoring today. Take a look at what NUVI has created. (nuvi.com/offers/bw/)

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