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¶ Social Listening
¶ What it is
Social Listening makes use of information shared by customers online. It involves reading and analysing comments on online platforms such as forums, social media, and review websites.
¶ Why it is useful
By researching what customers have shared online, you get insights regarding their opinion, struggles, and emotions in a broader context. Instead of interviewing a customer personally, you can read about many customers' experiences, needs, and wants without direct questions in an interview. You can also track the dynamics of customers sharing their opinions with others in online communities to become aware of extreme pain points or sensitive discussions.
¶ When to use it
Social listening allows your teams to prioritise and evaluate feedback from a larger public. This feedback can create a more appealing product and service offerings and adjust content and advertisements. Use social listening when you want to monitor individual conversations about your brand, service, or a specific industry.
¶ How is it done
- Decide on the research focus and the characteristics of the customers you would like to focus on. For example, which platforms do they use (e.g., Instagram, Facebook, LinkedIn)?
- Identify posts relating to your area of inquiry through a manual search of keywords or Hashtags (e.g., #problemarea).
- Check posts with a high number of comments and comments with many replies or likes.
- Write the messages of highlighted comments or posts on post-its.
¶ Do's & Don't
Do's
- Distinguish between the characteristics of online communities: which kinds of customers leave comments and reviews? Are they experienced or new customers?
Don't
- Do not interpret or judge comments you find on the different platforms - collect and get an idea of which topics are trending among customers and how the community shares experiences.
¶ Tools needed
- Account for a social media platform
- Professional social listening tools to filter customer characteristics (e.g., Brandwatch, Net Base)
¶ GenAI Tool Use Case
¶ Understanding Brand Perception through Extensive Social Media Monitoring
Users can utilize Talkwalker's social media monitoring and AI-driven analytics to rapidly understand public perception, feedback, and trending topics related to their brand.
Key Workflows:
- Comprehensive social media monitoring options: Talkwalker monitors more than 150 million websites in 187 languages, including news sites, social media, forums, magazines, broadcasting, etc. You have the flexibility to customize their monitoring scope and platform selection as needed.
- Tailored Alerts: Set up automated notifications to monitor mentions of brands, products, keywords, or competitors in alignment with your business goals, enabling prompt responses to relevant activity or crises
- Artificial Intelligence Analytics & Insights: Talkwalker uses advanced AI analytics such as sentiment analysis, image recognition, building predictive models, etc., to quickly extract deeper insights from a wide range of social media data, thus helping to uncover deeper trends and opportunities