Ashley Smith-Hammond

When running a marketing campaign, particularly in the contemporary digital marketing sphere, it's a good idea to know what people are saying about you… and how you can use this to your advantage.

It’s a fairly simple formula: if you understand a bit more about how people think and what they want in regards to your organisation, then it is a lot easier to think about things from their perspective and connect with them.

In the past, eliciting rich qualitative data from audiences – giving them an opportunity to tell you about their experience with your event or venue – has been done through surveys and questionnaires. These are tried and true methods, and ones that social media listening can’t replace.

But tools that let you eavesdrop on what members of your audience are saying to each other provide a different kind of opportunity: one that lets you hear about your audience’s experience in their own words, in a cost effective way.

What is social media listening?

The great thing about social media is that people put everything out there for free – no phone calls or e-mails required. And people online don’t mince their words about what they think!

Of course, the trouble is sifting through the pile. Social media listening tools offer a solution that scrapes relevant data – in this case the cultural sector – and presents it in a way that you can begin to analyse and interpret.

In a hypothetical example outlined in this article from Art + Marketing, a brand like Werther’s Originals could look at what people are saying about them online, and “see that their brand is associated with nostalgia, tradition and a slightly older audience”. An organisation can take this information and market accordingly, to connect with a new audience and expand their reach.

Social media listening with Culture Republic

There are now a large number of competing tools that analyse social media data. The online data set that we gather, however, is specifically designed to filter content in order to provide a highly relevant context that is reflective of and relevant to Scotland’s cultural organisations.

If you’re interested in finding out more about your organisation’s impact and reputation on social media, drop us a line and find out more.

Main image credit: Listen by LEA:D (CC BY-NC-SA 2.0)