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.


  • 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

Using Netnography in 2019 to Engage & Convert
Using Netnography in 2019 to Engage & Convert

In life, it’s important to find your “tribe.” They’re the people who love you for you, and can be counted on to stand by you no matter what. For brands, netnography – also known as audience segmenting – can bring you just as close to consumers. Here’s how.Look Below...

2019 Guide to Purchase Drivers for Travel
2019 Guide to Purchase Drivers for Travel

Whether traveling by plane, train or cruise ship, there are purchase drivers specific to certain segments of consumers, and some that are common to all, by category! And AI-powered social listening provides crucial intel to guide these B2C efforts. Get Me a Ticket for...