For anyone unsure how to get started with social media, here’s good news: you just have to know how to listen. Really? Yes, because whether it’s social media or Sunday brunch, the first step to creating a successful strategy is listening.

To help us get a handle on the art of social media listening, we turned to the smart folks at We Are Media. Following is a quick breakdown of what it means to ‘listen’ in the social media space and suggestions for how to do it effectively.

What is listening?

Listening is knowing what is being said online about your organization and the field you work in. (Even if you don’t always like what you hear or agree with it, it’s important to hear it all so you can plan accordingly.)

Why listening is important?

1) You can better serve your target audience by knowing what they’re saying to others and to you.
2) You get the info you need to be able to respond to and/or engage critics (or admirers!).
3) You can stay on top of the latest developments in your area of work.

What are some easy ways to start listening?

1) Compile a list of your organization’s online presence. Where are others talking about you? Where are you purposefully placing information about your organization? What online tools are you using already and how have they been or not been effective? Do your employees or volunteers mention your organization in their online life?

2) Become familiar with the online tools and social media that are out there. This can be as easy as signing up for a Twitter account, creating a page for your organization on Facebook, exploring Yelp!, etc. Use Google Reader or another tool to organize blogs that (1) relate to the field you work in (2) are produced by similar organizations to yours and (3) provide information on news and technology related to your field of interest. (Setting up Google Reader takes some time, but it’s worth every minute you spend on it.)

3) Perform regular searches on your organization’s name, acronym/abbreviation, CEO, and any trademarks/copyrights. Pay attention to the other web sites that are listed along with your organization on the very first page of results. Use not just standard search engines, but also ones that track blogs, discussion boards, and social media outlets (such as search.twitter.com covers Twitter).

Listening in the land o’ social media can take a bit longer than whipping up sourdough scones or cheesy scrambled eggs or whatever your family wants for Sunday brunch, but if you don’t take the time to listen, you risk creating a social media strategy that will never be heard.

Got any tips for doing good listening? Ever been surprised by what you’ve learned by listening? Let us know!

You might also like:

• Super Simple Nonprofit Messaging Framework
• How to Customize Your Twitter Background
• Dan Pallotta Frees the Nonprofits

2 Responses to “Listening: The 1st Step to Social Media Success”