Eight out of ten Internet users used Social Media. This figure represents an increase of 5% compared to 2011 and everything indicates that it will continue to grow in the coming years. The continuous interaction of people on Facebook, Twitter or Google+ is a valuable source of information for curious companies, who want to know what is said about them on the Internet. Company, if you still have doubts, here you will find six arguments why you should start listening on the net:

Discover the perceptions of your potential clients

Analyzing what is said on the network allows you to understand what consumers really think of a product or service quickly. Social networks are full of opinions from people eager to share their experiences. Knowing what is failing or what are the successes of a new product or service, allows correcting errors and fostering strengths.

Know the sector and the competition

Not everyone will talk about you or your brands, but they are likely to mention the competition or the sector in which you develop. Knowing, not only what they say, but also what they think about your environment, is capital to understand your target audience.

Identify those that influence your consumers

More and more people decide their purchases in the network and are influenced by the comments that are poured there. Six out of ten Spaniards buy on the recommendation of a user with similar tastes or friends on the Internet. Today, forums and comments from opinion leaders on social networks are as or more influential than traditional advertising.

Anticipate potential reputational crises

Knowing what criticisms or accusations – even if they are unfounded – receive your company or brand allows to prevent image crises. It is easier to prepare for a conflict if the origin is detected in time where the controversy flows and feeds. The Internet is often the initial focus in which the most spontaneous and abundant opinions are forged.

Learn from the crises of others

Even if you want to maintain a cautious, unobtrusive attitude, you can gain experience with the teachings of your neighbors. Observation and analysis give keys to effectively managing complex situations: How did the competition act? What was the business response to that crisis of image? The network can be a valuable teacher if you pay attention.

Admit reality

Although you do not want to, you are in the network. That you do not have professional profiles open on social networks does not mean that nobody mentions you. It is a basic law: some speak of others, even if they do not participate in the conversation. Not being active in a social network, the only thing that ensures is not having the opportunity to thank, defend or contradict comments made by users through that medium.