How can B2B brands use social listening? Tips from Chris McCormick, Brandwatch
We do get B2B brands coming to us and
asking 'how can we use this better?' And there are a lot of different use cases.
It's just a matter of being a little bit more imaginative with the big data and a
little bit more granular with small data. So there are still influencers in B2B.
In Brandwatch we reach out to people who are asking for advice on social
listening through social listening. But you don't have to be in
social listening to use social listening. For example IBM have thousands and
thousands of employees and that's a community in itself. Maybe for HR you
want to monitor what they're saying, maybe for recruitment you want to see
what your brand's social value is with regards to how people talk about
wanting to work with you. There's also social selling, finding people
that are talking about buying, and there's community management and
community engagement so finding chief technology officers in big a organization.
But if you're looking at the broader research piece, you can use
social listening for B2B to inform your product direction and be aware of market
changes.
How is artificial intelligence evolving within different
markets? Is it affecting your market? How are people projecting that your
market is going to be affected by it? How are you competition bringing in
those new trends and beating you at your own game? It's really once again about
that rich vein of intelligence throughout your organization whether
that be B2B or B2C..
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