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Twitter Chat: Social Listening - Why is it important? - Transcript & Summary

Twitter Chat: Social Listening - Why is it important? - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 16th May 2017.

Madalyn Sklar hosted a Twitter Chat with Joe Martin around the topic of “Social Listening – Why is it important?”

Details of our next Twitter Chat:

Topic: Customer Service in the Age of Social Media
Guest: Jay Baer – Keynote Speaker, Emcee, Author & President of Convince Consultancy
Date & Time: Tuesday, 23rd May 2017, 6.00pm EDT
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Cathy Hackl.

Questions

  1. What is social listening and how does it differ to social monitoring?
  2. When creating a social listening strategy, what kind of phrases and keywords would you recommend listening to?
  3. What common opportunities are brands missing by not implementing a social listening strategy?
  4. What kind of information can social listening provide about your customers? Why is this useful?
  5. In your opinion, what are the limitations of social listening?
  6. Are there any tools or apps for social listening? If so, what are they?
  7. Which brands are doing social listening well? Can you provide some case studies?
  8. Marketers should also be aware of the conversations happening outside of social. Where else should brands be listening?

Q1) What is social listening and how does it differ to social monitoring? #SocialROI pic.twitter.com/2mF2d2lbAz
— ManageFlitter (@ManageFlitter) May 16, 2017

Guest Answers

A1a: Parts are similar. Social monitoring: – tracking your brand health on social in a very much reactive way. #SocialROI
— Joe Martin (@joeDmarti) May 16, 2017

A1b: Social listening: using mentions of your brand to better understand your consumer in a proactive way.#SocialROI
— Joe Martin (@joeDmarti) May 16, 2017

A1c: Monitoring is like the grass and listening is Central Park. #SocialROI
— Joe Martin (@joeDmarti) May 16, 2017

Other Answers

A1: Social listening has a purpose–it’s done with a specific objective or goal in mind #SocialROI
— Trevor (@TrevR) May 16, 2017

A1 Social monitoring is passive, maybe stat tracking. Social listening is paying attention to conversations, intending to engage. #SocialROI
— Jim Katzaman (@JKatzaman) May 16, 2017

A1. It describes an act of constantly scanning the environment to notice trends & issues so to make strategic decisions. #SocialROI
— Ai Zhang (@aiaddysonzhang) May 16, 2017

A1 Social monitoring is more passive in intent than social listening. #socialroi
— Ross Quintana (@Ross_Quintana) May 16, 2017

A1: Social listening is when I’m watching what’s being said. Monitoring is when I turn to the analytics to dive in deeper. #SocialROI
— Madalyn Sklar (@MadalynSklar) May 16, 2017

A1) Social listening can also include discovering what people are saying about your brand when you’re not in the room. #SocialROI
— Kate Frappell (@katefrappell) May 16, 2017

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Q2) When creating a social listening strategy, what kind of phrases and keywords would you recommend listening to? #SocialROI pic.twitter.com/fGliDDdAIp
— ManageFlitter (@ManageFlitter) May 16, 2017

Guest Answers

A2a: Brand first and foremost. Track all of your brand, product, and other terms that may be associated with your company #SocialROI
— Joe Martin (@joeDmarti) May 16, 2017

A2: Competitive intelligence track those in your space to understand their share of voice in the market and with specific topics #SocialROI
— Joe Martin (@joeDmarti) May 16, 2017

A2a: Topical – social listening provides a great avenue for researching emerging topics like #AI, #IoT, #Machinelearning. #SocialROI
— Joe Martin (@joeDmarti) May 16, 2017

A2b: These topic insights can help with thought leadership, shape content strategy, and even supplement corporate strategy #SocialROI
— Joe Martin (@joeDmarti) May 16, 2017

Other Answers

@ManageFlitter A2) Your brand name, keywords about common questions in your industry, really anything sensible… #socialroi
— Tim @ Stoneham Press (@StonehamPress) May 16, 2017

A2: On Twitter I track mentions of our brand without the @ eg I use Brand 24 to listen for @ManageFlitter and ManageFlitter. #SocialRoi https://t.co/1rQQvIn17w
— Kevin Garber (@Ke_Ga) May 16, 2017

A:2 make a list of keywords that are important to your brand, your industry and your competitors. #socialroi https://t.co/H6rQZ5p0GG
— Erin Roy (@Harvest_Agency) May 16, 2017

A2: Phrases that indicate intent (need, want, etc.) and/or emotion paired with your brand and competitors #SocialROI
— Trevor (@TrevR) May 16, 2017

A2 Consider what your top clients are saying and asking.
Dig deep. General topics make you a noise in the wind.#SocialROI https://t.co/JRfj3JK3Th
— Nicholas Thickett (@NThickett) May 16, 2017

A2. Brands name; competitors’ names; major trends in your industry; key words used in your industry. #SocialROI
— Ai Zhang (@aiaddysonzhang) May 16, 2017

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Q3) What common opportunities are brands missing by not implementing a social listening strategy? #SocialROI pic.twitter.com/GqdwOAlSaQ
— ManageFlitter (@ManageFlitter) May 16, 2017

Guest Answers

A3: Social listening can also be used outside of brand for research on emerging topics for content or strategy #SocialROI
— Joe Martin (@joeDmarti) May 16, 2017

A3: For instance tracking #IoT, #MachineLearning, #DataScience can lead to a wealth of knowledge for dev and marketing #SocialROI
— Joe Martin (@joeDmarti) May 16, 2017

A3: It can shape strategy for products and brand and help with regional and global marketing messaging #SocialROI
— Joe Martin (@joeDmarti) May 16, 2017

Other Answers

3c) if you aren’t listening, someone else is. If you’re not interacting with ur customer/potential customers someone else will #socialroi
— Kathy Kopacz MS (@kkopacz1) May 16, 2017

@ManageFlitter A3) Being the helpful person to answer questions, or to dispel false statements about you… #socialroi
— Tim @ Stoneham Press (@StonehamPress) May 16, 2017

A3 Brands without a social media strategy miss out on a customer sub-culture rapidly turning into a majority community. #SocialROI
— Jim Katzaman (@JKatzaman) May 16, 2017

A3: Smart social listening will quickly allow a brand to ID some of the influential voices on specific topics #SocialROI
— Trevor (@TrevR) May 16, 2017

A3) I suspect brands that don’t listen are missing out on an opportunity to help their competitors dissatisfied customers… #SocialROI
— Kate Frappell (@katefrappell) May 16, 2017

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Q4) What kind of information can social listening provide about your customers? Why is this useful? #SocialROI pic.twitter.com/ShlnyIwKPS
— ManageFlitter (@ManageFlitter) May 16, 2017

Guest Answers

A4: It can be a great supplement to insights a survey might not find. Its also very raw and authentic #SocialROI
— Joe Martin (@joeDmarti) May 16, 2017

A4: You can get a true inside view to both positive and negatives about those responding to your brand online #SocialROI
— Joe Martin (@joeDmarti) May 16, 2017

A4: It provides a good opportunity to also engage with advocates and influencers of your brand #SocialROI
— Joe Martin (@joeDmarti) May 16, 2017

Other Answers

A4 Social listening can tell you about customers wants and needs. It’s up to you to respond with solutions to their problems. #SocialROI
— Jim Katzaman (@JKatzaman) May 16, 2017

@ManageFlitter A4. Their biggest issues, concerns, or complaints. You can also build a customer profile that fits your audience! #socialroi
— Social or Nothing (@socialornothing) May 16, 2017

@ManageFlitter @joeDmarti A4. Social listening can allow you to get ideas for future blog posts that is related to your business #socialroi
— Cheval John (@chevd80) May 16, 2017

A4 Social Listening turns assumptions into either fact or fiction.
That way you can invest in your customers
And help them#SocialROI pic.twitter.com/OEpFtBVpry
— Nicholas Thickett (@NThickett) May 16, 2017

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Q5) In your opinion, what are the limitations of social listening? #SocialROI pic.twitter.com/TSWnT6GBUS
— ManageFlitter (@ManageFlitter) May 16, 2017

Guest Answers

A5a: Demographics are limited to what the social networks provide. A survery can provide much more in terms of demographics #SocialROI
— Joe Martin (@joeDmarti) May 16, 2017

A5b: Sample size and stats significance can also be a challenge when you do more targeted on a smaller topic or within a region #SocialROI
— Joe Martin (@joeDmarti) May 16, 2017

Other Answers

@ManageFlitter A5) It takes time or technology to do effectively. Easy to end up in the weeds. #socialroi
— Tim @ Stoneham Press (@StonehamPress) May 16, 2017

A5: Hours in the day. Firehose of information. Resources to dedicate to social listening… #SocialROI
— Trevor (@TrevR) May 16, 2017

A5 Social listening can backfire if you misinterpret results or abuse hashtags in ways not intended. Pay attention, show respect. #SocialROI
— Jim Katzaman (@JKatzaman) May 16, 2017

A5. Time management! You need to have patience and take the time to actually listen to what your audience wants #SocialROI https://t.co/l88Y8H75Sx
— Khulekani Mjwara (@KhulekaniMj) May 16, 2017

A5) We’re seeing Gen Zs and millennials moving quickly to “invisible” networks like Snapchat. A prob for social analytics #socialroi
— Kathy Kopacz MS (@kkopacz1) May 16, 2017

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Q6) Are there any tools or apps for social listening? If so, what are they? #SocialROI pic.twitter.com/rbOEOyR1wR
— ManageFlitter (@ManageFlitter) May 16, 2017

Guest Answers

A6: We use a lot of tools with @AdobeSocial being one of them. The best depends on what your goals are #SocialROI
— Joe Martin (@joeDmarti) May 16, 2017

Other Answers

A6) @brand24 + @SlackHQ are a powerful combination – feed mentions into Slack channel. #SocialRoi https://t.co/O0a7U8uYGu
— Kevin Garber (@Ke_Ga) May 16, 2017

@ManageFlitter A6. I like to use apps from IFTT to automate tweets, search for phrases and hashtags and putting them into docs. #socialroi
— Social or Nothing (@socialornothing) May 16, 2017

A6 Twitter lists are a great listening tool, letting you focus on people, topics. Then go for chats like this. Listen, engage. #SocialROI
— Jim Katzaman (@JKatzaman) May 16, 2017

A6: I use @hootsuite and @ManageFlitter for listening and @brand24 and @socialertdotnet for analytics. #SocialROI
— Madalyn Sklar (@MadalynSklar) May 16, 2017

A6) @socialmention @mention @hootsuite @tweetreach @tweetdeck t@icerocket o name a few #socialroi
— Kathy Kopacz MS (@kkopacz1) May 16, 2017

A6. There are plenty tools, some of the most popular ones incl. @SlackHQ @IFTTT @zoom_us @hootsuite @AgoraPulse #SocialROI https://t.co/5tnR6qEIWa
— Khulekani Mjwara (@KhulekaniMj) May 16, 2017

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Q7) Which brands are doing social listening well? Can you provide some case studies? #SocialROI pic.twitter.com/rX3aUqXyUx
— ManageFlitter (@ManageFlitter) May 16, 2017

Guest Answers

A7: I recently heard @adamchernandez speak about how @southwestair is using listening to understand their audience better. #SocialROI
— Joe Martin (@joeDmarti) May 16, 2017

A7: My friends @CMO_com
put together a nice list a few years ago. #SocialROI #Marketing https://t.co/ejLo1KsmZ3
— Joe Martin (@joeDmarti) May 16, 2017

A7: Everyone should be saying @Adobe….hahaha #SocialROI
— Joe Martin (@joeDmarti) May 16, 2017

Other Answers

A7 @NASA is renown for its social media program, which includes listening and responding. #SocialROI
— Jim Katzaman (@JKatzaman) May 16, 2017

A7: @Applebees @SouthwestAir @buffer are my favorites so far with their responsiveness on social media #SocialROI
— Husamettin Erciyes (@husamerciyes) May 16, 2017

A7) @sony playstation contest pizza giveaway based on social listening! #socialroi
— Kathy Kopacz MS (@kkopacz1) May 16, 2017

A8b) @Gatorade “Mission Control Center” @Mastercard “Conversation Suite” @Adobe “Customer Listening Post” #socialroi
— Kathy Kopacz MS (@kkopacz1) May 16, 2017

A7 @Wendys @originalnathans @SouthwestAir @7eleven and one of the best is @WestJet #SocialROI https://t.co/mTFLFQ26Si
— Jade Alberts Consult (@Jade_A_Consult) May 16, 2017

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Q8) Marketers should also be aware of the conversations happening outside of social. Where else should brands be listening? #SocialROI pic.twitter.com/RhmFOCI173
— ManageFlitter (@ManageFlitter) May 16, 2017

Guest Answers

A8: Traditional research is still very relevant. Surveys, focus groups, and tracking net promoter scores are great avenues #SocialROI
— Joe Martin (@joeDmarti) May 16, 2017

Other Answers

A8) Monitoring the web in general. Your brand could pop up on forums, reddit, quora etc #SocialRoi https://t.co/SoKLC6MEYZ
— Kevin Garber (@Ke_Ga) May 16, 2017

@ManageFlitter @joeDmarti A8. Brands should be paying attention to blogs and podcast because most of the time they are chatting about them #socialroi
— Cheval John (@chevd80) May 16, 2017

A8 @google alert your business. Check the twitter hashtags, and google #SocialRoi https://t.co/hwMNxS1JpX
— Jade Alberts Consult (@Jade_A_Consult) May 16, 2017

A8. See whats being said in printed ad’s & magazines. Print still plays a role #socialroi
— Alesia Hendley (@thesmoothfactor) May 16, 2017

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We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 23rd May 2017, 6.00pm EDT.

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