As public health marketers we must understand our audiences to create effective messaging. Traditionally, we have used focus groups and surveys to understand how a population feels about a given topic. While useful, these methods can take time to collect and have limited datasets. Social media listening is a way for public health marketers to identify public health topics trending in real time, allowing them to serve communities like never before.
Social media listening can help public health marketers determine the online habits of specific target audiences. By analyzing this data, we can determine the preferred social media platforms and why they share and interact with content. Organizations can also use this data to better understand societal norms and customs of their audiences to create socially relevant content.
Social media listening can also be used to find out what questions or information gaps our target audience has and develop messaging to address them. Social media listening can also be used to find and combat sources of misinformation. Identifying and responding to rumors quickly can stop them from spreading and establish trust in your organization.
Understanding the questions, habits, and preferences of target audiences can help marketers create effective campaigns. Social media listening is a helpful tool that allow us use data to connect and engage with our audiences. Effective messaging requires insight and consideration to create content that will connect and resonate with users.