Generating leads via social listening is a very different process than other online campaigns such as Pay Per Click (PPC) or Product Listing Ads (PLA) with ads appearing immediately following set-up and on-boarding. With Social Listening, it requires keyword research as well, just like PPC campaigns, but lead generation with this approach needs to be a little more subtle while adding value to the social conversation. It requires nurturing to use this method as a way to build your brand and establish your business as responsive and active while impressing a potential client to give your products or services a try.
Social listening is different from Social Monitoring, which is typically more online customer service based, addressing client issues and product concerns quickly, especially when your brand is mentioned and when it is posted on a brand’s social channels. Social listening flags keyword phrases, hashtags, and competitor mentions beyond a business’ social channels while identifying social influencers and brand ambassadors that could further your brand messaging through their audience base of followers and fans.