There are credible reasons to steer clear of social media. But there is one compelling and overriding reason to participate — to listen to what your customers and fans are saying about you.
You can have different strategies for listening:
• Track brand comments
• Respond to customer complaints
• Engage your audience
• See what your competitors are doing
Tracking comments on social media is the simplest and very often a revealing strategy. It requires learning enough about social media so you know where to listen and watch for relevant comments. This is a great way to dip you toe in the water to see how social media works or gain insight into consumer perspectives and industry trends