Glossary

Your one-stop-shop for understanding the world of brand and brand tracking terminology

Social Listening

Social listening allows you to find out what people are saying about your brand. By using social listening, you can track commentary about your brand, analyze people’s perceptions, and respond to conversations.

How Does Social Listening Work?

A brand can run social listening by purchasing one of the many software tools available. The software works by monitoring and analyzing online conversations about your brand. Many brands who use social listening also run the software to monitor their competition.

Social listening is pretty flexible and can run for any period of time, across all languages, and in any market. While social listening can run with very little from your brand team, it works best when you feed it with the particular keywords you want to track. It is also possible to exclude certain keywords from being tracked.

Once the information has been collected, the software will aggregate it and divide everything into three groups: positive, neutral, and negative sentiment. This helps you understand the bigger picture of your brand.

What Are the Pros of Social Listening?

  • It can help you focus your marketing by helping you find the platforms where people are having positive conversations about your product

  • It can enable you to design targted campaigns by identifying not only where people are positively discussing your product but also who these people are and which demographics they cover

  • It can assist you in developing a more positive brand experience for your target audience by providing data about the people who like your product

  • It can help you find out which social media influencers are advocators of your product and with whom you can launch a collaboration

What Are the Cons of Social Listening?

  • Social listening isn't accurate for your entire target audience. It can only account for the 1% of people actively participating online.

  • Social listening only covers one small area of brand performance.

  • Social listening cannot filter for things like sarcasm.

  • Social listening relies on publicly available information.