When Using Social Listening, Have a Strong Social Support Team, Advises MailChimp



“It starts with the data, then goes into publishing, and then back to the data itself. It turns full circle,” Maldonado explained in a #SMWNYC discussion around social listening hosted by Meltwater Social.


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Mailchimp is a company that democratizes technology by taking complex pieces of software for small business and simplifies them so that they can use them.

According to Ben Chestnut, Co-Founder of Mailchimp, “Social is conveying the brand and turning it into an experience,” and in order to do this, you need to derive the data that’ll help you map the most effective strategy for specific brands.

This is where social listening comes in to play. Meltwater Social and tools alike show you spikes in conversations about your brand online as well as drops. Over a month you can calculate a daily and hourly rate of mentions of your brand with this information.

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During a #SMWNYC session hosted by Meltwater Social, Jason Maldonado, Senior Manager, Social Media, MailChimp, outlined some of the key things you can understand better with the help of a social listening tool:

What your customers want

Do they seek to be educated? Inspired? Is it product knowledge they’re after? Brand content? Real-time content and leadership? You can identify where your business should be positioning itself from this data.

Where your individuals are watching

You can focus on where your brand needs to be on social media channels based on where your audience are watching most. For example, Facebook drives the most traffic for MailChimp to their main site.

Who are they

What are their identities? Their culture? You can then decipher where your brand should be located, who they should be targeting and where you should you be investing time.

Your competitors’ strategy

Where are they present? What is their content strategy? Do they engage with users? What’s the posting cadence? Look to brands that you inspire to be, too. They help you craft yours and you learn from them; big corporations risk existing in a bubble.

What content is doing well in your field

Social listening gives you corporate updates and showcase. Is lifestyle content performing well or real-time advertising? Product education or product launches?

What days are good for promotion

You can conclude what days work best for different types of content and locate where you virtually need to be. For example, Monday mornings are good for news and Thursdays and Fridays demand more light-hearted content.

Who the influencers are in your space

Are they general industry influencers? Product influencers? Partner influencers? Lifestyle influencers? Translating agencies can work as influencers, too.

Maldonado predicts one billion monthly social media users by the end of 2020 and 4 trillion in retail commerce sales, too. What ties them together is that 60% of users have been influenced by a social media or blog post.

Above all, strong social support team is essential when using social listening to real-time to build a community to show that your brand cares.

“It starts with the data, then goes into publishing, and then back to the data itself. It turns full circle,” Maldonado said as he wrapped up the panel.

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