Social Listening

 

 

What is Social Listening?

Social listening is the process of monitoring, segmenting and analyzing conversations across social media in order to measure brand sentiment, the effectiveness of social campaigns, and to fuel content creation for target audiences.

Tuning into what consumers are saying tells you everything you could ever need to know about your audience – allowing you to say exactly the right thing when you speak.

3 Things you Need to Know

  • Social media listening is searching the web and the social space to see what’s being said about your company, your competitors and other topics of interest.
  • There are dozens of different ways to use social listening for your business.
  • Natural language processing (NLP) is key to obtaining accurate customer sentiment.

FAST FACTS

  • 75% of companies do not know where their most valuable customers are talking about them.
  • More than 60% of global consumers engage in social media platforms every day.
  • Users have an average of 5.54 social media accounts.

What is "Social Listening" for

The short answer is: Everything. Not just everything to do with your brand – but everything your audience cares about. This is a new way of approaching marketing, where psychographics – opinions, attitudes, and behaviors – trump demographics. Your audience expects everything to be about them now, so marketing based on superficial factors won’t cut it.

Are demographics useless then? No – but they’re not the end-all-be-all. Demographics give you a starting point – that audience you assume you have. But when you delve into psychographic attributes you’re often surprised to discover your audience is more expansive than you realized.

How to gain better results with Social Listening?

For best results, focus your efforts on identifying:

  • Segments of “feel-alike” users – those with shared interests they are passionate about, because emotion is what drives social sharing.
  • Which channels your audience is most active on – they might not be the ones you expect.
  • The content, topics, and trends your audience can’t help but interact with and share.
  • Who your Advocates and Influencers are that drive the most engagement.
  • Where is the most opportunity to connect with audiences psychographic attributes.

Social Listening Articles

2022 Guide to Purchase Drivers for Travel
2022 Guide to Purchase Drivers for Travel

As the world reimagines its love of travel after a challenging couple of years, we're seeing new hopes, challenges and desires emerge. And AI-powered social listening offers insight to help companies capture this leery segment by understanding purchase drivers for...

Consumers Call the Shots in Post-COVID Economy
Consumers Call the Shots in Post-COVID Economy

Consumers have always been the most important ingredient in any brand’s marketing mix, but in our post-COVID economy, consumers have recognized this power – and they’re wielding it. We see consumers calling the shots in our new predominantly digital landscape,...

What is Crisis Management: A Complete Guide
What is Crisis Management: A Complete Guide

In 1982, seven Chicago area residents died from ingesting cyanide maliciously placed in their Tylenol. The manufacturer, Johnson & Johnson, responded by immediately recalling 31 million bottles and setting the gold standard of crisis management – one that many...

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