Noise, Noise, Go Away. Don’t Come Back Another Day.

Social Listening and Conversation Analysis
Software Like SocialEars Helps Marketer's
Find the Right Conversations to Listen to.

     Let’s say you were interested in recruiting and wanted to find social media conversations about it as part of your marketing or PR efforts.

     Using a lot of the social monitoring tools out there (or even Google Alerts), you’d find comments, tweets and posts about employee and executive recruiting, but you’d also have to wade through a huge amount of unwanted chatter — noise — about college football and basketball recruiting and military recruiting, among other things.

     Unfortunately, recruiting isn’t the only topic for which noise is a major problem. In fact, it’s an issue for virtually every topic.

     The obvious question that arises is: Is there a way to get rid of the noise?

      It’s impossible to cut out all the noise, but it is possible to eliminate 95 percent of it, using social listening and conversation analysis software. Using this type of software in your marketing and PR allows you to do the following three steps, so you will waste less time on noise and instead, quickly find the best conversations to participate in and the best people to engage with.

1.    Reduce the social media ocean to a manageable pond. B2B marketers and PR pros are only interested in reaching out to a small subset of the people — B2B journalists, analysts and social influencers — using social media networks, so filter out everybody else’s conversations. The result: When you search recruiting, far fewer results about college football and basketball recruiting.

2.    Listen better. In addition to listening to Twitter, Facebook, LinkedIn and blogs, listen to online articles. Plus, don’t just listen to the 140 characters in a tweet, but also to the content tweets link to. This increases the number of good search results from what you’d get from many social monitoring tools. A tweet might not include the word “recruiting,” but it might link to an article about it. Conversely, a tweet may include the word recruiting but link to nothing of interest.

3.    Analyze. Context is crucial in conversations. If a person is tweeting about a topic, you want to know their level of influence and expertise and what else they’ve written about it on social media and in blog posts and online articles. This analysis helps you decide if you want to engage them; then, if you decide to engage them, it allows you to do so more intelligently and effectively.

     Social “conversation” analysis software, such as SocialEars HR Edition, does those three things, allowing you to spend less time with noise and more on marketing and PR. A new white paper by HRmarketer titled “Want People To Hear You? Then Listen” goes into more detail about using Social Listening technologies for marketing and PR pros. Get it here.

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