Top image: 6 ways you can use social listening to create useful personas

Jeff Haws, Director of Content Marketing, Emplifi

6 ways you can use social listening to create useful personas

For any brand looking to craft effective social and content marketing strategies, understanding your audience is one of the biggest keys. Social media has become a treasure trove of insights, offering brands a wealth of data to delve into the minds and behaviors of their target audience. Social listening – the process of monitoring and analyzing conversations that take place on social media – provides invaluable opportunities for brands to build out detailed audience personas

Let’s look at six ways social listening can empower marketing teams to create comprehensive audience personas that drive engagement, loyalty, and growth.

1. Understanding demographic information

A key benefit of social listening is its ability to uncover demographic details about your audience. By analyzing the profiles and conversations of social media users engaging with your brand or industry, you can gather insights into their age, gender, location, occupation, and more. 

Example: A skincare brand notes that their audience primarily consists of women aged 25-34 residing in urban areas, leading them to shift their marketing and product strategy toward concerns common to this demographic, like anti-aging solutions, acne treatments, or products formulated with natural ingredients.

2. Learning interests and hobbies

Beyond demographic information, social listening allows brands to gain insights into the interests and hobbies of their audience. By monitoring the topics, hashtags, and discussions that resonate with your audiences, you can learn more about their passions and preferences. 

Example: A fitness apparel brand finds that their audience is enthusiastic about topics like yoga, running, and healthy eating, prompting a greater focus on comfortable yoga wear, while sharing more healthy recipes and cooking tips on their blog.

3. Gauging pain points and challenges

Social listening also provides brands a way to identify the pain points and challenges faced by their audience. By monitoring conversations related to your industry or products, you can uncover common frustrations and areas for improvement. 

Example: A software company discovers that their audience struggles with outdated user interfaces and complex onboarding processes. Knowing that, they’re able to think about how to simplify the way they educate their customers, speaking in plainer language that will resonate better with the people they need to get up to speed.

4. Analyzing brand sentiment

Brand sentiment analysis is another valuable aspect of social listening for building audience personas. By tracking the sentiment surrounding your brand, products, and competitors, you can gauge how your audience feels and perceives your offerings. Positive sentiment indicates areas of strength and satisfaction, while negative sentiment highlights areas for improvement. 

Example: A hospitality brand sees that, while customers praise their luxurious accommodations, they express frustration with long wait times at check-in. This could arm them with the data they need to revamp their employee training program, emphasizing the initial customer experience while hiring extra front desk help during high-traffic times.

5. Tracking purchase intent and behavior

Social listening allows brands to track conversations related to purchase intent and behavior. By monitoring discussions around product recommendations, purchasing decisions, and brand loyalty, you can gain insights into the factors influencing your audience's buying decisions. 

Example: A fashion retailer finds that their audience relies heavily on peer recommendations and user-generated content (UGC) when making purchase decisions. This could be the impetus for launching a full-fledged UGC strategy, seeking out authentic user content to incorporate into their marketing efforts to appeal to their target audiences.

6. Adapting to emerging trends

Social listening helps brands stay agile and adaptable in the face of emerging trends and market shifts. By monitoring trending topics and discussions, you can stay ahead of the curve by anticipating changes in consumer preferences and behaviors. 

Example: A food and beverage brand notices a surge in conversations from their target audience around plant-based diets and sustainability. This could encourage them to look for more vegetarian and vegan alternatives within their offerings, along with sharing more with respect to their company values around green initiatives.

Takeaways

Social listening offers social media marketers and marketing leaders a powerful tool for building comprehensive audience personas. 

By leveraging social listening, marketing teams can gather a lot of information about their audience that would require far more effort and resources otherwise, if it was possible at all. And by integrating these insights into their marketing strategies, brands can drive engagement, loyalty, and growth going forward. 

If you’d like to see how Emplifi can help your brand boost your social listening strategy, we’d love to show you what we can do.

More social insights and news from Emplifi

Hero Image Why your brand needs social media monitoring Generate top image

Social media monitoring: Why your brand needs it

Why social media is the key to customer engagement

Why social media is the key to customer engagement

Emplifi - How travel brands can get ready for summer season

6 ways travel brand social teams can get ready for the summer season

Emplifi - Best Times to Post on Social Media

The best times to post on social media in 2024

Top image: 9 ways that sustainability can drive social media success on Earth Day

9 ways that sustainability can drive social media success on Earth Day

Emplifi Social Media Benchmarks 2024

The social media benchmarks to guide your 2024 strategy

Article: The social media marketer’s guide to video engagement strategy

The social media marketer’s guide to video engagement strategy

Top image: Personalized marketing guide

Personalized marketing on social media: The ultimate guide

Emplifi - Social Media Predictions for 2024

Emplifi’s 2024 Outlook: Social Shopping, Messaging Apps, Video Content, And More Will Become Integral To Brand Marketing Strategies

Emplifi - TrustRadius Best of 2023 Award

Emplifi Social Marketing Cloud Recognized by TrustRadius ‘Best Of’ Awards 2023

Hero: The top social media management platforms of 2024

The 13 best social media management tools in 2024

Emplifi: Top Social Media Conferences for Social Media Marketers To Attend

10 social media conferences you should attend in 2024

Emplifi AI Breakthrough Award 2023 - Best Text Generative AI Solution

Emplifi AI Composer Wins Top Honors as "Best Text Generative AI Solution" in 2023 Artificial Intelligence Breakthrough Awards

Top image: 4 best practices for brands to use AI in social media

4 best practices for brands to use AI in social media

Forrester Consulting Study: Social Marketing Leaders Are In Critical Need of Integrated Data and Agile Technology

Forrester Consulting Study: Social Marketing Leaders Are In Critical Need of Integrated Data and Agile Technology

Emplifi - How to use AI marketing tools to increase efficiency and boost results

How to use AI marketing tools to increase efficiency and boost results

Just some of our recent awards

MarTech Breakthrough Awards 2023 - Emplifi (Influencer Marketing Innovation Award)
Emplifi -  AI Breakthrough Awards 2023 - Best Text Generative AI Solution
Award - G2: Users Love Us
Award - G2: Leader (Fall 2023)
Award - G2: Easiest to Use (Fall 2023)
Award - G2: Easiest Setup (Fall 2023)
Emplifi - TrustRadius Best of 2023 Badge
Emplifi - TrustRadius Best Value for Price 2023 Badge
CUSTOMER Contact Center Technology Award 2023