In the world of digital platforms engagement is king. This is considered as absolute truth in nowadays, but what are companies doing with it? Do they really value it? Will they know that it is a key element in measuring the health of their brand? The most immediate and daring answer is that they stay halfway to measure it.

Generating engagement with users is the most common goal in digital strategies for many companies. However, many times it is not done anymore and they stay halfway. Knowing if users respond well or badly to the offer on digital platforms is not enough, it is necessary have to understand why this answers and this is linked to listening to customers.

Before changing the communication strategy is necessary to pay attention in the conversation that is generated around the company. It is possible that the contents in their social networks are “good”: that is, that these comply with expectations, but that the opposite happens with the acceptance of the product or service that they offer, either because they are not meeting the needs demanded by the consumers or for another reasons. At this point, it would be necessary to analyze if what they are asking for is in line with what companies have, – sometimes – the needs of the clients and what companies want to offer go on separate ways.

Then, an advice is to downplay issues related to engagement and deepen in the conversation around the brand or company: understand your client so that the next step is not only to make superficial changes in strategy but that what you want to offer will fit with what your client or consumer is demanding.

The question that will arise after this, why pay more attention? Simple, for they speak about you and not only speak by speaking, but to achieve a good reputation, you are well perceived, for now, in the digital world. Maybe what users are looking for is a more efficient product or service or that the change you should make is minimal, but please, listen to your customer. There is no better spokesperson than a satisfied customer. And if by chance they are not happy with what you do or offer, then make this an area of ​​opportunity and work on it.

It’s time to beat the numbers: if once the number of followers or fans in social networks lost importance, today it will lose the number of likes or times that share your content. What follows is to focus on the conversation, to be attentive to the specific moments in which they speak well or badly of your brand or company, if they mention you when they have a need or when they have covered one, in such a way that almost you have a face-to-face dialogue with users.

Finally, do not settle for just reporting the information you get from the conversation. You must process it and translate it into concrete actions that contact beyond like of the users or a good comment. The consequence of putting the needs and opinions of customers in the center of a strategy will be, in most cases, an improvement in your company. Why? It is very simple, because what you offer will be in tune with what your customers demand and it will be close to their lifestyle.

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