Social media monitoring is widely used to inform customer service, product development and marketing activities. Going the next step — from mere monitoring to careful listening — can help brands uncover a wealth of additional, rich insights.
True listening is not data on a spreadsheet acquired by applying legacy "asking" methodology. It requires putting an ear to a wide spectrum of conversations, thoughtful interpretation and judgment of the data, then applying what's discovered to improve listening activities. And listening research is not limited to social channels.
In this conversation, we explore how social media listening can offer new understanding through sentiment analysis and access to broader topics that — in the past — you may not have had the funds to tap.
Does social listening supersede asking research such as surveys? Cotignola argues — convincingly — for the continued use of both. Among the other topics we cover:
Listening has the power to liberate research and researchers to make previously inaccessible — and now actionable — discoveries. What have you uncovered through your social listening?
Vitrue, an original Facebook Preferred Developer Consultant, is the leading social marketing platform facilitating relationships between brands and their fans across multiple social networks via its software-as-a-service solutions. Social marketers and agencies world-wide use Vitrue’s Social Relationship Management (SRM) platform and its Publisher, Tabs, Shop and Analytics products.
Brandwatch is one of the world’s leading social media monitoring and analysis tools, with offices in the UK, US, Germany and Brazil. Global brands and agencies use our tool to cut through the noise on the social web and find the conversation that matters, empowering decisions that improve their business.