Did you know that a lot of your readers never comment on your articles? But they keep coming back to your site to read your content.
These “silent readers” still click ads, they still buy from your affiliate campaigns, and they still care about what you think. Despite a lack of engagement, you’re still a trust agent even though you’ve never spoken with them. So how do you know what they like if they don’t ever talk to you about it?
Don’t wait till they quit reading your content. Know what they like, know how they’ve reacted to and shared previous content, and cater what you write toward them.
Monitoring Social Media to Listen to Silent Audiences
Experts developed social media monitoring (SMM) tools for brands concerned about tracking what people say about their PR campaigns, but recently, tools have been adapted for bloggers and writers. This means that they work perfectly for listening what silent audiences, say about your articles; silent audiences might not interact with you on your site about what you write, but they still share your articles on social media.
Social media monitoring basics
What grade did you get in calculus at university? What about stats?
Manually tabulating and analyzing everything people say about you or an article you wrote on social media is tedious and analyzing it from scratch requires statistical know-how that many of us writers don’t have.
SMM tools record what people say about you or your articles automatically and present it in an easy-to-understand form for those of us who aren’t mathematically inclined. They do some of the analysis for you so that you don’t have to manually go through every Tweet or Facebook post to find out whether someone is talking about your article in a positive or negative light. They also segment data by source for you so that you can see whether people are talking about your articles on Twitter, Facebook, or somewhere else.
How can I apply this to silent audiences?
SMM tools also tabulate each and every tweet and Facebook post about your article. You can reach out to these people on an individual basis and try to turn silent readers into people who actively participate in the conversations on your site. This can help draw the conversation back from social media to your own Internet property.
Perhaps more importantly, you can listen to how people feel about you and your writing. Looking at who writes comments on your blog can tell you who your most avid readers are and what they think, but it leaves out everyone else. By analyzing how all of your readers feel about your articles, you get a better sample size and it is not weighted toward people who comment on your blog.
Want to dive deeper into the world of social media for business? This post was adapted from the white paper Learn Social Media Monitoring in Fifteen Minutes by Murray Newlands. Download the white paper for free!