Foreword Online

Ideas, information and industry news for collegiate retailers

How Listening on Social Media Gets You Leads

Posted by Joe Clarkin on 1/26/15 10:00 PM
Topics: social media, college store customer service

Is your store paying attention to the conversations people are having on social media about your brand, competitors, industry terms and pain points? If not, you're probably missing out on some golden opportunities to get some new customers in your store. So what steps do you need to be taking to ensure you're taking advantage of what people are saying about you across social media? Shannon Byrne, of, explores that question and providers her readers with a list of helpful tips. You can read Shannon's full article here, or skim through the excerpt we've provided below:

3. Monitor customers’ pain points

Another approach to generating leads with social listening is to monitor industry terms or phrases that represent a pain point or problem you’re looking to solve., a marketplace that connects web developers with the best opportunities in tech companies across Europe, tried their hand at this approach.

The result?

By monitoring the problem their potential customers are looking to solve (recruiting tech professionals), Breaz increased their lead response rate by 5x.

In this example, Eduard from Breaz responds to a gentleman looking to recruit a Java developer.

Front, a collaborative email client, recruited their first beta users with this approach as well.

They created a list of keywords they thought people would use to talk/complain/ask about email clients on Twitter (i.e. tweets containing: “recommend + email + client”).

After these keywords generated relevant tweets, they began reaching out. The result was an average of 15 new qualified beta subscribers per week.

Other valuable “side effects” of this approach for Front included:

  • Identifying influencers in their industry
  • Detecting blogs and websites talking about their industry
  • Discovering which articles resonated with their targeted users

And all of these “side effects” were achieved in only 45 minutes per day.

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