Social Listening Overview

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Social listening refers to the process of monitoring significant online channels for mentions of your brand, competitors, and other related keywords. Utilize real-time online data to transform your understanding of brand sentiment and brand reach, as well as how you engage with customers.

Top Social Listening Use Cases

The top three use cases we see from customers who use social listening are brand monitoring, competitive intelligence, and crisis management.

1 Brand Monitoring

After implementing social listening, you’ll gain a precise understanding of customer sentiment towards your brand’s behavior online. For example, you can not only know how customers regard your brand in a crisis situation but also if your posts, responses, PR and actions are meeting the issue with an adequate response.

2 Competitive Insight

Social listening can easily enable you to check out competitors’ campaigns and see what their customers like or dislike about them. Monitoring the successes and failures of your competition ensures that you aren’t measuring your business’s own performance in a silo. Analyzing the number of times your competitors mentioned online, the sentiments of their mentions, and audience demographic will provide the insights that allow you to optimize your own campaigns to produce even better results.

3 Crisis Management

Social listening allows you to follow what’s happening in real time and the sentiment around it. That might be a product launch or a conference. But more importantly, you can get ahead of a crisis before it happens. These tools will enable you to improve reaction time and deploy service recovery measures. Those actions may include showing empathy to an disgruntled customer or delivering the necessary post-mortem communication after the crisis has been solved.

Launch Social Listening

To launch your social listening strategy:

  1. Create Monitors – Create monitors to listen to online conversations about your brand, industry, and competitors. Use keywords, languages, locations, and more to build specific rules for monitoring.
  2. Explore Mentions – Discover trends and insights in your monitors by segmenting and visualizing your data in countless ways. Add your discoveries to a dashboard or share them with a link.
  3. Configure Dashboards – Choose from hundreds of unique visualizations and data sets to create compelling dashboards that tell the story around your monitored topics.
  4. Schedule Reports – Turn the dashboards you’ve created into reports to be emailed to executive teams and shared in PDF format. Configure automated reports to be generated daily, weekly, monthly, etc.
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