The Listening Strategy: How to Elevate Your Social Game

When developing a social media strategy, it’s tempting to only focus on the content you’ll be posting. A common error is mistaking your “content strategy” as your full social media strategy when it’s really just one component. It’s not all about output. Selling requires building trust with customers and listening to their challenges to help solve their problems. This principle applies in the digital space as well, where valuable information is often available at our fingertips. Are you taking full advantage of it?

Build your network.
Your network is only as strong as you make it. Connect with customers, prospects, industry peers and coworkers to get a full scope of your stakeholders. Keep in mind that each platform has certain “unspoken” etiquette for connecting. Although some may feel differently, here’s my version of these rules:

•  Facebook: Don’t request to be someone’s friend unless you’ve met in real life or have communicated or interacted in some way.

•  LinkedIn: You can connect with strangers but it’s much more approachable if you have mutual connections and add a message to your invite.

•  Instagram/TikTok/Twitter: This is free game – since it’s a one-way follow, you don’t need an established relationship or explanation. If you feel something more is needed, send them a direct message once connected.
  

Strengthening your network not only helps keep you sharp on name/face recognition, but it also allows you to become extremely accessible. In this industry and line of work, the ability for someone to directly contact you in multiple ways is extremely valuable. You don’t want to miss out on an opportunity because you were difficult to reach quickly. This is especially helpful for Millennial and Gen Z buyers who often expect the option to DM you on their platform of choice.

Learn from your feed
This is going to feel like a counterproductive tip…but take time to scroll through your feeds every day. The key is to avoid the mindless scroll. You can gain incredible insight into people’s lives through what they post. Here are a few examples to be on the lookout for:

•  If they’ve just gotten promoted or switched companies - reach out to congratulate them and offer support in their new role.

•  Details on hobbies, family, pets, etc.

•  Life events, vacations, or business travel
  

The tip I can’t stress enough…don’t get too specific. There’s a big difference between, “Hey, did I just see on Facebook you went to Cancun? Looked super fun!” versus “Hey, I was looking through your vacation album on Facebook and you looked great in that blue swimsuit!”

In this scenario, the devil IS the detail. Keep it simple.

Scrolling can also be a great opportunity to observe social trends. Stay dialed in to what’s happening not only within your network, but in pop culture too.

Cultivate meaningful relationships.

 Stay engaged with your connections by liking – and more importantly – commenting on their content. When applicable, respond thoughtfully and sincerely to posts. You can also keep it fun and lighthearted with emojis and/or quick comments. Identify commonalities with people in your network.

This is also an opportunity to provide support. Maybe their family member is sick, a beloved pet has passed away or they’ve just posted about having a rough day…comment, send a private message or go the extra mile and mail them a hand-written card, flowers or a promotional product fitting for the scenario.

Research with purpose.
Platforms like Instagram, Facebook and TikTok can often give us valuable personal insight into who your connections are. However, I find LinkedIn to have the most robust information available for prospecting and business development. Let’s say you have a meeting secured with Coca Cola next week (congrats on that lucrative prospect!).

If I go to Coca Cola’s LinkedIn page, a few helpful highlights populate – including the fact that four people I went to college with now work at the company. Boom, great foot in the door right there.

Now, toggle to the “People Tab”. From here, you can get metrics on where their employees live, went to school, top departments and a list of people who share connections with you.

For example, I share three mutual connections with their SVP of Communications, Sustainability and Strategic Partnerships. If I needed an introduction, I can simply contact those mutual connections to learn more or make an introduction request.

Don’t leave all these valuable tools and insights on the table. If you don’t take time to listen to your network – and by extension – your customers, someone else will.