The Need to Listen with Caution

Let’s clarify: social media monitoring is indispensable for various brands, particularly larger ones. It serves as a valuable tool to identify market trends, gather business intelligence, and address customer concerns.

However, many businesses are not large brands; they may operate within niche markets in small towns where the volume of relevant discussions is sparse. Thus, the advice to "listen to our customers" may not apply at all.

Exploring the Limitations of Social Listening

Volume Constraints

To derive value from social listening, there must be a substantial amount of ongoing conversation. For many small businesses, particularly in less populated areas, this step may yield little to no beneficial insights. Conversations might be buried in private Facebook or LinkedIn groups, or they could be fleeting, as seen with platforms like Snapchat or Instagram. In many cases, these discussions simply aren’t happening.

One small motor repair shop owner expressed confusion, saying, "I know I should be listening to customers, but what should I actually be listening for?"

Experience Matters

I recently spoke with a marketing manager at a sizable brand who was frustrated with her agency's conventional advice. "I've been in this role for nine years," she said. "I know my customers better than anyone. Why is my agency suggesting I postpone our social media strategy for six months to conduct a 'listening phase'?"

The truth is, she shouldn't have to wait. The agency's approach may be more about following a standard procedure than addressing the real needs of her business. A delay in launching social media could pose a greater risk than compressing the listening phase or even bypassing it altogether.

Relevance of Information

I’ve previously highlighted the limited utility of many social listening tools. Are the insights you're gathering truly relevant? Often, there's an overemphasis on Twitter, which doesn't accurately reflect the broader audience.

This isn’t to say you should ignore Twitter, but it should be viewed within a larger context.

Practical Considerations for Small Businesses

If you're a small business owner seeking guidance from a local social media expert, you might encounter pressure to prioritize "listening" — often for extended periods before taking any action.

Here are some questions to consider before you dive in:

• Can I see examples of what you're proposing?
• What constitutes meaningful conversations in my industry?
• Can we initiate a social media strategy simultaneously?
• What are the risks associated with delaying this initiative?
• Is the data we receive representative of our market, or is it overly focused on Twitter?
• Should we be aware of private groups that might not appear on standard listening platforms?
• Will a social listening tool provide an accurate representation of our customers, or should we explore other methods like surveys and in-person meetings?

Ultimately, the answer to whether your business needs social listening is "it depends." Always apply common sense before following the advice of a social media consultant and incurring unnecessary expenses.

Thank you for taking the time to read this! For more insights, check out my top-rated {grow} blog, listen to my Marketing Companion podcast, or visit my keynote speaking page. For updates and insights, you can find me on Twitter at @markwschaefer, follow my personal journey on Instagram, and explore my RISE community.