Social Media Listening

What is Social  Media Listening

Are you monitoring what people says about you online? Do you use this customer insight to enhance your business?

‘Your brand is what people say about you when you’re not in the room’ Jeff Bezos, Founder of Amazon.

Social Media listening is the process of monitoring and analyzing what is being said about a company or brand on the Internet.

The insights which brand gather about their customers, prospects, products and competitors with social listening can be valuable in many ways as it help brands to truly understand customer insights throughout the buying process and delivering to those needs.


How social media listening works


Objective – What you actually want to find out

  • Are you trying to draw insight
  • Are You trying to prove any hypothesis

Medium /SourceWe need to be specific with channels . Which channel we want to target to gather insights.

  • Which channel you want to target ?

(facebook , linkedin, twitter , youtube ,Consumer complain forum or all over web).

Scope of WorkYou have to define scope of work which includes target audience & timelines

  • Who – Who you’re researching ? Is it everyone? Or perhaps just customers, or competitors?
  • Geo/Demo
  • Timelines- What duration you want to target

 Monitor & Listen

Customer insight, Trends & Emotions

  • Identify whether the end-users of a product are the actual purchaser
  • Flaws in your product which people are discussing over web
  • Customer complain
  • what people think about something you’ve done, or something a competitor has done
  • You service/Customer care efficiency


Sentiments :  What’s the brand sentiment over web ? Is it positive or negative ? what’s the ratio of positive vs Negative sentiments . if it’s negative, what can be done or action can be taken to manage brand reputation online.. Brand should be very careful while analyzing sentiments over web.

Needs : We have to understand customer needs very well. While analyzing data we should focus what customer want in your product or he is complaining about. It help brands to truly understand customer insights throughout the buying process and delivering to those needs.


Features  :  . What feature do they love about your product or service? What feature do they hate about your product or service? Brand should  interpret the voices, opinions, and sentiments and take action accordingly either for next product launch or  take corrective measure for existing one.

Opportunities :   Brands should generate insights on customer sentiments and aspirations to explore future opportunities . By correlating insights companies can develop precisely targeted products with features.


Social Media Listening tools

Brand watch :

Powerful social media monitoring and analytics tool, chosen by pioneering brands and agencies all over the world.  Brandwatch is a “self-serve application” or software as a service, which archives social media data in order to provide companies with information and the means to track specific segments to analyse their brands’ online presence.

The tool’s coverage includes blogs, news sites, forums and social networks such as Twitter and Facebook. Users can search data, and use charting, categorisation, sentiment analysis and other features to provide further information and analysis. Brandwatch has access to over 80 million sources.

Source :Wikipedia ,

Adobe Social

Adobe® Social lets you simultaneously monitor thousands of sites across the social web, so you can identify trends, opportunities, and potential business threats. Understand your customers’ journey from engagement to conversion with built-in Adobe Analytics. You’ll be able to overlay engagement and usage data with Adobe Analytics reports to clearly identify what’s driving conversions.

Source :


Radian6 helps companies listen to what people are saying about them online and engage in those conversations across the social web. From blogs and comments to multimedia, boards, forums and communities like Twitter, Radian6 gathers the discussions happening online and gives businesses the ability to analyze, manage, track, and report on their social media monitoring and engagement efforts.

Radian6 provides the social media monitoring platform for marketing, communications and customer support professionals. The company’s flexible dashboard enables monitoring all forms of social media with results appearing in real-time, as discovered.

 Source :

Now go through all tools and start learning about them.

Your feedback, tips,critique and examples will help all of us. please share your views on Social Media listening via comments below.

Happy Learning !

Thank you.



Published by

Reetik Agarwal

Digital Marketing envangelist by profession ,Mentor by Passion

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