Social media listening has become the number one strategic tool for agencies and businesses to monitor conversations about them and, more importantly, understand what their followers want.

Today, some of the biggest agencies are utilizing programs that allow you to monitor conversations about your agency/business, analyze metrics, and track specific hashtags and key terms that expose the public’s reaction to your realm of work.

These platforms’ intuitive interface allows the user to track all tailored conversations on one single interface ranging from Facebook, Instagram, Twitter, Pinterest, YouTube, websites, news publications, and more.

For example, say the Los Angeles Police Department uses a social media listening tool. First, they would want to track all conversations mentioning Los Angeles Police Department and LAPD.

They would also want to track agency-specific hashtags such as #LosAngelesPoliceDepartment, #LAPD, and #LAPDHq, but they would also want to include the tracking of popular general police hashtags, such as #Police and #PoliceOfficer, to gain insight as to what the world is saying about police.

By tracking these hashtags, it’ll allow the user to analyze the industry based on what the world is discussing online, interested in, and provide the user an opportunity to tailor forthcoming social posts and initiatives based on what their followers want to see and learn about.

Another reason why utilizing a social media listening tool is great for agencies is because you have the ability to study your competitors.

Let’s say LAPD’s social media manager wants to study another large agency, such as the New York Police Department. He or she would track #NewYorkPoliceDepartment and #NYPD.

They could then analyze which campaigns or initiatives are popular with NYPD’s social media audience, develop new ideas, and steer away from potential mishaps. By studying other agencies through social media listening tools, you gain insight into what’s working and what is not.

Recommendations
There are many social media listening tools on the market, but there are two that we recommend you look into today. The first is Hootsuite and the second is Sproutsocial; both of these programs allow the user to monitor social media channels for mentions of your agency, track competitors, conversations, and more.

“Hootsuite insights go even further and gives you data from 1.3 trillion social posts in real-time. This helps you understand how people feel about you and your competitors. It’s not just counting the number of times your brand gets mentioned.”
Hootsuite

Once you purchase a subscription from either of these two platforms, you will have the ability to connect with a representative to walk you through the intuitive program to increase familiarity and improve usability.