Trial and error: Top tips on social listening from The Body Shop
So, what kind of advice does Jennifer have to share for anyone starting their social listening journey? Here are her five things to consider:
Start small: It may be tempting to roll out Brandwatch dashboards to every market on day one, but your team will need more time to become comfortable with a new tool. Start small and onboard at a comfortable pace.
Build the right team structure: Building queries and generating insights take time. If your team doesn’t have the capacity to take that on, make sure you get a Brandwatch project manager on the case.
Spend time on your briefs: Putting in the work in the first place means the rest of the game will be smooth(er) sailing. Make sure you have what you need before you jump in – it will save a lot of headaches down the line.
Filter out the noise: There’s always going to be a certain level of noise in your data. Whether that’s a different business with the same name or a common word in your company’s title, be mindful of these things. In the case of The Body Shop, the phrase can refer to the brand or to a garage, so some data cleaning is needed to collect relevant mentions from the rich social dataset.
Secure executive buy-in: Actively report on successes with social listening and, if possible, tie your data points to sales. Don’t wait for someone to come knocking on your door, make note of key statistics or results as you work and make sure your results get the visibility they deserve.