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By monitoring these conversations, you can discover how people are using your products, what type of experiences they re having, and what, if any, improvements need to be made. Respond to customer questions. Many customers find it easier to reach out on Twitter and ask 140-character questions than to commit to email. Sometimes, instead of reaching out to the brand, they ll ask other people about their experiences and whether they recommend using your brand. Monitoring these conversations allows you to listen in and even participate. Handle customer complaints. Much to the chagrin of businesses everywhere, customers take their complaints online when they are disgruntled. Although no one ever wants to see her company associated with negativity, it s a chance to show off customer service skills and gain new customers as a result. Grow your online community. By monitoring conversations where people are discussing topics related to your brand, you can share wisdom, expertise, and product information, growing your online community and customer base in the process. Gauge the effectiveness of your customer service. By monitoring online conversations, you can see how your customer service teams are handling online inquiries. Moreover, you can also see what customers and potential customers are saying about them on Twitter. See how campaigns are working. One way to gauge how sales and marketing campaigns are working is to see how people are responding to them on Twitter. You can monitor to see what kind of buzz is happening and whether people are sharing. Collect important demographic information. Use Twitter to determine important information about your customers. For example, do the people who talk about your brand fall into a certain age group? Track sentiment on a regular basis. Start a spreadsheet and take note of sentiment for specific days, weeks, months, and years. Learn your customers frequently asked questions about your company. Knowing what your customers are asking helps you to shape your campaigns, content, and business. Note competitors. Monitoring Twitter chatter is a good way to gauge the popularity of competitors, how their campaigns are working, how they interact with their customers online, and online sentiment towards their brands. Meet potential brand advocates. As your brand and Twitter account gain in popularity, you ll notice a few diehard fans. These are your brand advocates. When you communicate and share discounts with them, they ll continue to sing your praises online. Improve upon products and services. Because people like to air grievances on Twitter, you can use social listening as a way to gather information and use it to make your products and services even better. For example, you can do the following Share the blog post on social networks. Post your guest blog post on Facebook, Twitter, LinkedIn, and anywhere else you feel your readers will benefit from the link. Link to the blog post on your own blog or website. You can link to your guest blog posts in different places, including a bio page, an About page, or a media page where you list all your online contributions , or even as a relevant link in articles or blog posts. Share the blog post in your newsletter. Don t forget to share your guest blog post on your newsletter. Many people subscribe to newsletters so that they don t have to become members of online groups or fan pages. Use the social monitoring tools described in Book 2, Chapter 3 to discover how your competitors are doing on social media compared to your business. Many of these tools enable you to check any domain name. Numbers matter. Enough people living near or planning to visit your location have to use a particular geomarketing application to make it worth the effort. This issue is nontrivial because most services don t publicize this data. Try to research the number of users in your area with both the service provider and a third-party source, such as Alexa. The numbers can fluctuate widely and are difficult to find.