Why you should be listening to the noise on social media; especially if you're planning on setting up on a social media channel. Focus on SME's that don't always get a lot of chatter...

2. • Listen...even if no one is talking
about you
• Start by listening
• There will always be competition
• What do they love about you?
• Where do I start with social?
• Fish where the fish are
• Its not just about you
• Don’t just sell stuff
• Two ears. One mouth.
EMILYWILKINSON.CO.UK | @EWILKO

3. LISTEN…IF EVEN NO ONE IS TALKING ABOUT YOU
Companies that are small or hardly using digital channels can
sometimes feel that there is no value in monitoring social media
channels because it’s unlikely they’re being talked about that much.
EMILYWILKINSON.CO.UK | @EWILKO

4. A REVOLUTION DOESN T HAPPEN
WHEN SOCIETY ADOPTS NEW TOOLS,
IT HAPPENS WHEN SOCIETY
ADOPTS NEW BEHAVIORS.
CLAY SHIRKY EMILYWILKINSON.CO.UK | @EWILKO

5. START BY LISTENING
The ‘listening’ stage of starting with social media is important
because it allows you to think and participate around and above
your company and brands.
EMILYWILKINSON.CO.UK | @EWILKO

6. THERE WILL ALWAYS BE COMPETITION
Unless you’re first on the market it’s likely you have competition. So
if people are not talking about you they might be discussing
your competitors and you can learn from what they’re saying.
EMILYWILKINSON.CO.UK | @EWILKO

7. WHAT DO THEY LOVE ABOUT YOU?
Once you’ve started to listen, the data you collect can tell you what
users love or dislike about your competitors products or services.
It will tell you who is engaged on these social channels and you’ll
start to get a feel for where you rank socially next to your
competitors.
EMILYWILKINSON.CO.UK | @EWILKO

8. First, you must
change your view
of the outcome
you seek; the trick
is to create
something of
social meaning
above and beyond
the product or
service
Mark Earls
EMILYWILKINSON.CO.UK | @EWILKO

9. WHERE DO I START WITH SOCIAL?
The big question is always where to start with your social efforts; so
consider this before you start:
• Are they blogging about your customer service?
• Do they prefer to tweet about your product?
• Are there forums discussing industry topics?
• Are they not using any of these sites at all?
EMILYWILKINSON.CO.UK | @EWILKO

10. FISH WHERE THE FISH ARE
Once you’ve started to listen to these conversations that are taking
place around your brand, company or industry you will start to
understand how your audience are using, or not using, social media
channels.
Where they are talking is where you should be.
Don’t set up a twitter account just because everyone else
is doing it.
EMILYWILKINSON.CO.UK | @EWILKO

11. ITS NOT JUST ABOUT YOU
When listening, it’s not just about your brand or company name.
Think bigger and wider.
• What are hot topics for your industry?
• What issues does your company face?
• What challenges do your customers have?
• What language / slang does your community use?
It’s not just the amount of times your brand has been mentioned
that’s important. Find relevant conversations.
EMILYWILKINSON.CO.UK | @EWILKO

12. DON'T JUST SELL STUFF
Keep listening and learning, understand how your brand is working
with your audience and then talk to them in a meaningful way, at
Their point of need.
It’s not about posting a sales message across every social network
you’re on. It’s about listening to the feedback and comments
from your audience and then learning how to engage with them.
EMILYWILKINSON.CO.UK | @EWILKO

13. TWO EARS. ONE MOUTH.
Listening will bring you intelligence and insight about
your audience.
Use this information as the building blocks for your social
media strategy.
EMILYWILKINSON.CO.UK | @EWILKO

14. Emily Wilkinson
Digital & Social
emilywilkinson.co.uk
@ewilko
EMILYWILKINSON.CO.UK | @EWILKO