When Social Media Listening May Not Be Necessary: Find Out When

Social media listening is not a new concept. It dates back to the early 20th century with the advent of print newspapers. Back then, people would clip out articles, compile them, and send them to clients. As media outlets multiplied, so did the workload for those tracking them. The real game-changer came with the rise of social networks, which transformed the media landscape.

Today, the volume of information about companies, individuals, and communities continues to grow rapidly. Tools like Metricom help businesses track and understand what is said about them and their competitors, providing valuable insights into market trends and public perception.

How to use Google for market research

Gathering market information using open-source tools can give you a comprehensive view of the companies you are interested in. Here’s a practical approach to studying a new market:

• Explore the market and key players. Use Google to find ads and articles about companies in your target industry. Identify the main players and analyze their advertising strategies and pricing. This helps you estimate ad costs and plan your advertising budget.
• Examine competitors’ social media. Look into your future competitors' social media presence. Note the topics and formats they use and their audience’s response. This guides you in planning your social media strategy, including staffing and budget needs, in line with current content trends.
• Analyze company websites. Review how companies generate leads, where their links direct users, and whether they provide pricing information. This insight helps you understand market trends and company strategies.
• Check job listings and LinkedIn. Investigate job openings at these companies to gauge their development plans and new directions. LinkedIn profiles also offer valuable information about company growth and focus areas.
• Review press releases and official reports. Look at press releases and, for public companies, their stock exchange reports. These reports often include valuable market analysis.
• Monitor media coverage. Analyze what is written about these companies in the media and what their employees post on LinkedIn.

While this market research method is free and DIY, it can be time-consuming. For a more thorough analysis, consider delegating this task to a professional service, as interpreting and gathering such a large amount of information requires significant effort.

How social media mentions drive customer engagement

In the B2C sector, there is often a clear link between a company's market share and its social media mentions. Typically, a company with a larger market share has a higher share of voice in social media. While the exact percentages might not match, the ratio generally reflects the company’s market dominance. Leading companies often have more coverage and are frequently mentioned compared to smaller competitors. Their press releases also get picked up faster due to established recognition.

However, social media mentions aren't always positive. For large companies, isolated negative mentions among a vast customer base usually do not warrant major concern. Being widely talked about, even if not always favorably, keeps your brand top of mind. In this case, there’s no such thing as bad PR—more mentions keep you visible.

This dynamic changes for B2B companies, which often operate in specialized and less visible sectors. Because their products are not as widely accessible for testing, they find it harder to gain social media coverage. To boost their presence, B2B companies can position their managers as experts or engage in industry rankings.

When social media listening is essential—and when it isn’t

For small businesses like coffee shops or service stations, simpler tools often suffice. Chatbots and automatic social media notification services usually meet their needs effectively.

As a business grows, its listening needs evolve. Startups seeking investment should monitor news about their sector, competitors, and public perceptions—investors will research these areas before making decisions. Similarly, businesses launching new products or communications benefit from tracking initial reactions.

Medium-sized businesses should be mindful of their social media mentions. When mentions exceed 30 to 50 per month, manual tracking becomes impractical. At this stage, social media listening services help manage the volume and provide insights into competitors' activities.

Non-profit organizations also find social media listening valuable, especially when communicating significant societal reforms or changes. It helps them understand public reaction and identify opposing viewpoints. Political organizations and parties use listening extensively, particularly before elections, to study public sentiment and adjust strategies accordingly.

When SM listening may not be necessary

Social media listening may not be necessary in the following cases:

• Small businesses in early stages where listening is not cost-effective
• Businesses where public perception has little impact on operations or strategy
• Companies needing specific monitoring, such as tracking only mentions of a particular individual due to a past issue
• Businesses with minimal social media presence or coverage, where listening would not yield useful insights

Overall, social media listening is unnecessary for businesses or organizations with minimal or no online coverage.

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