How Social Listening Paves the Way for a Winning Social Strategy

Radically Transparent Published: April 6, 2023

Jen Gutman

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Episode Summary

Social listening is the practice of monitoring social media platforms to gather insights and gain an understanding of customer behavior and sentiment. Social listening can help businesses to improve their marketing and sales strategies by identifying customer needs, preferences, and pain points.

In the B2B world, social listening is an essential practice for B2B organizations that want to create an effective B2B social strategy.

By identifying and understanding audiences, monitoring industry trends, improving customer service, monitoring brand reputation, finding influencers, and measuring and improving ROI, businesses can create a social media strategy that drives engagement, increases brand awareness, and ultimately leads to increased sales and revenue simply by starting with effective social listening.

Joining the Radically Transparent podcast is Sarah Emmott, Head of Brand for Work Management by Atlassian, one of Fast Company’s “Most Innovative Companies in the Workplace”. She reveals how a deep dive into social listening paved the way for her organizations marketing milestones and successes. As well as how a social listening audit discovered why YouTube should be included in their social strategy, and how Sarah is using it to be strategic with her influencer campaigns.

Throughout the episode, Sarah reveals some of Atlassian’s social strategy that is contributing to their fast-growing and impressive social presence, as well as the difference between “share of voice” and “share of mind” and where both fit into a content marketing strategy.

Hot Topics of this Episode Include:

How Social Listening paved the way for a winning social media strategy
Measuring the impact of social media in a product-led growth organization to prove value and keep budgets
Why YouTube is a powerful channel for influencer marketing and why it’s often the most over-looked by B2B marketers

Meet Sarah

Sarah is the Head of Brand for Work Management by Atlassian, one of Fast Company’s “Most Innovative Companies in the Workplace,” where she leads brand, campaign, content, comms, creative and social teams across Trello, Confluence, and Atlassian Together.

Confluence’s first large integrated marketing campaign, including the brand’s first debut with an influencer program, was runner-up in the Campaign US BIG Awards for the B2B category.

Over the last 15 years, Sarah has led marketing teams both in-house for companies like Square, and on the agency side as the brand agency of record for Salesforce. As a career brand marketer in product-led growth companies, she’s well-versed in proving out brand-first marketing programs’ success.

Sarah serves as an advisor for several fintech and SaaS startups, is on philanthropic Boards, and regularly gives her time as a mentor for First Round Capital’s Fast Track program as well as a classroom art docent for her children’s school. She has a Communications degree from the University of Arizona and has won awards from the American Marketing Association, Campaign US, and the Product Marketing Alliance.