This section is about *listening* today. In social media, this term is different from “monitoring,” though they are related. How so? Monitoring is keeping an eye on your mentions, tags, hashtags, brand, etc. and responding as necessary. Listening is stepping back from the action part and seeing if there are trends worth paying attention to.
Brands use listening tactics to develop future products, create new campaigns, and even grab sales leads.
In relation to the coffee industry, listening can be used for your own brand and within the industry.
In your brand: You notice an uptick of stocking questions about dairy alternatives. If you have them, you realize you might need to publicize them more or make them more visible on the menu. If you don’t, you could consider adding them to your menu.
In your industry: More and more people in the industry are discussing the ready-to-drink market as a way of reaching new consumers. You take a look at current market research, think that it’s a low risk for your cafe to try to offer one drink, and see how it performs.
For additional reading, take a look at the two articles I’ve written on listening on Facebook & Twitter. They include tips on what you should be monitoring in the first place.