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

Too Many Eggs in Your Social Listening Basket?
Too Many Eggs in Your Social Listening Basket?

Understanding consumer conversation in any category is challenging. This challenge is compounded when brands need to capture insight about a specific topic that includes very general terms, as it requires analysts to sift through countless irrelevant mentions. We’ll...

Top 20 Social Listening Tools Are Transforming Marketing
Top 20 Social Listening Tools Are Transforming Marketing

Over the past few years, the market has been transformed with shifting consumer behaviors, challenging brands to keep up. And answering the call of this challenge is social listening. Social listening tools are transforming marketing, and we have 20 tools that are...

Premier social media analytics platform

Expand your social platform with LexisNexis news media

Power of social analytics for your entire team

Media analytics and market intelligence platform

Enrich your media analytics with social data

Social media benchmarking
and competitive intelligence

Data streams & custom KPIs for advanced data science

AI, Image Analytics, Reporting Tools & more

Out-of-the-box integration with other data sources