The Art of Social Listening (Updated)


social listeningSocial Listening, engagement and analytics, each of these methods can give valuable feedback and insight.

  • Social listening is the practice of identifying engagement opportunities and monitoring brand perceptions.
  • Engagement is the way you interact with and responds to your audience.
  • Analytics and reporting are how you bring the data together from your engagement and listening activities to report on outcomes and tell a story.

Tying these elements together ensures you get a complete social media picture, and provides the necessary pieces to tell a cohesive story

What can you learn from listening?

There are literally hundreds of Social Media Listening tools either already on the market or in Beta waiting to launch.  Today we are going to focus on one of the best of the free tools,

Social Mention is a social media search platform that aggregates user-generated content from across the web into a single stream of information.

Social Mention monitors 80+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc. But what do they measure?

  • Strength. Strength is the likelihood that your brand is being discussed in social media. A very simple calculation is used: phrase mentions within the last 24 hours divided by total possible mentions.
  • Sentiment. Sentiment is the ratio of mentions that are generally positive to those that are generally negative
  • Passion. Passion is a measure of the likelihood that individuals talking about your brand will do so repeatedly. For example, if you have a small group of very passionate advocates who talk about your products or brand all the time you will have a higher Passion score. Conversely, if every mention is written by a different author you will have a lower score. Most frequently used keywords and number of times mentioned. The number of mentions by sentiment.
  • Reach. Reach is a measure of the range of influence. It is the number of unique authors referencing your brand divided by the total number of mentions.
Give it a try!

Other Listening Tools

  • Google Blog Search Blogs
  • Google Alerts (Free and simple to set up. Not so hot for Twitter but good for websites and blogs)
  • Google Analytics (Free site analytics, the standard in the industry)
  • Hootsuite  HootSuite is the social media dashboard that allows you to connect to multiple social networks from one website.
  • Kred “The next version of Kred takes it beyond being just a number,” said Kred CEO Andrew Grill, who described Kred Story as a user’s “visual stream of influence.”
  • Klout Klout digs deep into social media to understand how people influence each other so that everyone can discover and be recognized for how they influence the world.
  • Raven Internet Tools 30+ online marketing tools to help marketers succeed at SEO, social media, PPC and content
  • Simply Measured  provides easy Social Media Measurement and Analytics for data-driven agencies and brands
  • Trackur Very cost-effective reporting and tracking system, a great tool for the price.
  • SM2  monitor your brands, identify key communities and influencers, address customer service issues
  • Marketing Cloud Top of the line in my opinion of the paid services. River of news, sentiment ranking, beautiful reports
  • Oracle Social Cloud Real-time listening tool crossed with a CRM. Free trial available.


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