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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

❤ing language
❤ing language

What effect do emojis have on our languages? Will they allow us to convey tone of voice in text? Have you ever wondered how heart and poop emojis work grammatically? Social media, from a linguistic point of view, can shed some light on this. But first, let’s explore...

ICYMI: Our Slanguage Decoder Is 💯
ICYMI: Our Slanguage Decoder Is 💯

Emojis, netspeak, slang… Character limitations on social platforms have spawned an entirely new language online. Sometimes we even hashtags things "IRL" – in real life. It’s just how we talk now. Decoding this new language and taking it into account is paramount to...

Porting Grammars for Sentiment Analysis
Porting Grammars for Sentiment Analysis

Customers started requesting sentiment analysis and other Natural Language Processing (NLP) functionality for Dutch approximately two years ago. But back then, we were still quite busy developing our NLP functionality for German, Spanish, and other major languages, so...