Social media is now more than a place where people get together and share cute cat videos. In fact, entrepreneurs and business owners are using social platforms as a way to stay in touch with their customers. If you want to be successful, you have to keep your finger on the pulse of your consumers and understand what you can do to improve their overall experience with your brand.

Social listening is a tactic used when marketing on social media to track and monitor conversations around your brand. Believe it or not, people are mentioning your company — you just have to look for them. We are going to show you how to use social listening to target your customers, create better products, and generate more leads.

Listen to Customer Feedback

The first way to improve through social listening is obvious, but worth mentioning due to the various factors that many business owners miss when they listen to customer feedback online.

Creating a top-notch user experience starts when you listen to what your customers have to say. You could ask consumers questions on your profile about what they think of your product, and most importantly, where you can improve.

At first glance, negative feedback seems like a bad thing. The truth is, negative feedback is much more valuable to business owners than positive feedback. If someone has a complaint about your product or design, you can take this information and find out if it is an isolated incident by listening to other customers. It’s possible to receive this information and improve your design and add new features to your products.

For example, if you notice multiple people talking on social media about how they had trouble contacting your business through your website, you may want to consider redesigning your site to include your contact page front and center for those with questions or concerns.

Streamline Customer Support

Customer service is a massive part of building a robust user experience. Many businesses use social listening to identify common issues and complaints and address this problem with their customer care team. One study found the following as the primary reasons someone may need customer support — and they all tie directly to the customer’s user experience.

Every single complaint listed above can be addressed and corrected by listening to your audience online and pinpointing the areas where your business struggles. Both chatbots and live chat representatives can help consumers resolve these concerns and improve their experience on your website.

There are two ways to streamline your customer support with this method. First, you can program your chatbot on-site to anticipate these questions from customers so that when the time comes, they will be able to provide an accurate and immediate answer.

You could also take these concerns to your live chat team and explain how your customers are having trouble dealing with aspects of your design and products, and develop solutions for these problems before it becomes much more severe.

Work with Influencers

Influencers and micro-influencers are excellent marketing assets for those who want to increase brand awareness among specific demographics. An influencer is someone who has a popular social media account and often posts reviews and comments on products and trends across their chosen niche.

The most common platforms for influencers include YouTube, Twitter, and Instagram. After you’ve met with influencers and they have decided to create content around your brand, you can listen to what their audience has to say about what you’re offering and your website.

Since the consumers you’re targeting likely fits your customer persona, it’s usually a safe bet that their complaints are going to be similar to those of your customers. It’s considered a good practice to take one-off complaints with a grain of salt. Instead, examine the bigger picture and address the most glaring issues mentioned. This tactic will ensure that you’re providing a smooth experience for many of the people who visit your site for the first time.


When you first decided to create a website for your business, there’s a good chance that you made social media accounts to improve your engagement and reach more customers. Social listening is a vital part of this process. As your business grows, you should consider what your customers — and potential customers — have to say.