A Comprehensive Guide to Social Media Listening

结束4.1 billion世界上的互联网用户和超过23亿互联网在手机上使用互联网，在任何给定时间都在线上有很大一部分的消费者。而且，社交媒体网络是人们共享内容并相互联系的首选平台。188滚球地址

互联网上有很多数据可用，与在线用户的行为和对话有关，以至于对于希望收集受众见解的企业而言，它是一种金矿。但是，在我们研究可以收集的见解类型之前，让我们花点时间了解仅在一分钟内生成的在线数据的范围。

Clearly, there is a lot of data available online, if only you know where to look and what to look for. The data generated by online consumer activities and interactions is an untapped resource that you can tap into with social media listening.

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A Comprehensive Guide to Social Media Listening:

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What is Social Media Listening?

社交媒体听is the practice of analysing social media conversations about your brand, industry, or topic to gather insights. You can do this by monitoring and analysing social media messages, comments, posts, mentions, etc. on a specific topic or about your brand.

Businesses use this to monitor their online reputations and brand sentiment, keep updated on the latest industry trends, and gather competitive intelligence.

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Why Use Social Media Listening?

Social media has become one of the biggest platforms for consumers to voice their opinions, share content, and start conversations. This provides brands with a singular opportunity to understand what people are saying about them and do a pulse check.

Here are some of the原因why you should leverage social media listening:

• 您可以从涵盖所有地理位置和消费者人口的广泛受众中获得客户见解。
• As people share honest opinions on social media, the insights gathered from there are more authentic than those collected by surveys.
• It is a cost-effective way to get consumer insights as you can collect valuable data without much investment.
• The insights gathered via social media listening can be used to fuel your future marketing strategies.
• Social listening provides you with opportunities to engage in conversations about your brand on social media and interact with potential or existing customers.
• It also helps you improve customer service by answering customer queries on social media or directing complaints to the customer service teams.

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Type您可以收集的见解

As discussed, social media listening can help you uncover valuable insights into what your audience thinks about your brand. It can also help you stay ahead of your competitors and leverage the latest industry trends before others do.

Here are some broad categories of the types of insights that you can gather from social media listening.

品牌智能

You can monitor conversations about your brand and understand what people are saying about your brand or products.

以下是您可以收集有关您品牌的一些类型的见解：

• 品牌情绪- 您可以理解您的品牌情绪是正面还是负面的。而且，您还可以看到品牌情感随着时间的变化的趋势。
• 品牌提到- 您可以在社交媒体和什么背景下识别提到您品牌的人。这也是找到已经在谈论您品牌的影响者的好方法。
• 竞选性能- 您还可以通过聆听与他们相关的对话来了解营销活动的表现。您还可以在广告系列之前和之后跟踪品牌情绪，以了解其表现如何。
• 客户反馈- Social media listening is a good way to collect honest customer feedback about your brand and products.

Industry Insights

您可以使用社交媒体听学习the latest industry trends and news. Here are the specific types of insights that you can gain via social listening.

• 趋势分析- 您可以通过聆听社交媒体对话来确定行业中的最新趋势。
• 内容研究- 您还可以根据您的目标人群感兴趣和谈论的内容找到内容和主题想法。

Competitive Intelligence

您还可以利用社交媒体聆听，以了解您的竞争对手在做什么。

• 竞争对手的基准测试- 就像您收集有关品牌的见解一样，您也可以为关键竞争对手做同样的事情，并找出他们的表现。
• 营销想法- You can also see which of your competitors’ campaigns are working and gather ideas for your next campaign.

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社交媒体听力工具

现在您知道了什么是社交媒体的聆听以及它如何使您受益，让我们讨论实际收集这些见解的方法。您可以使用社交媒体聆听或社交媒体管理工具来监视社交媒体。

Social media management tools perform a lot of other functions and provide social listening as one of the features. For more in-depth social media monitoring you should use specialised social media listening tools.

Here is a list of the five usefulsocial media listening toolsthat you can consider for your business.

1.Keyhole

Keyhole is a powerful social media listening tool that can help you listen in on social conversations around your brand or industry. It can track social media conversations around a specific hashtag or keyword, across various platforms like Instagram and Twitter.

So, it is more useful than tools that can track only brand mentions as this tool lets you stay updated on what’s happening in your niche. It also lets provides useful features like campaign and event monitoring that tells you how people are responding to these. Another useful feature of this multi-functional social media listening tool is that it can also find relevant influencers for your brand.

总体而言，它是最好的社交媒体聆听工具之一，并且具有许多可以满足您所有社交媒体监视需求的功能。

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2.Awario

This is a social media and web monitoring tool that is useful for a small business as well as an enterprise. You can use this to track and monitor your brand mentions and mentions of your competitors. You can also use it to keep updated on industry trends.

该工具还具有其他用途，例如查找内容的窃副本，并在没有反向链接的情况下查找提及。后者在链接建设中特别有用，因为它可以确定索取链接的机会。

另一个有用的功能是附加的社交销售工具，可帮助您识别潜在客户。通过确定正在要求对您这样的产品提出产品建议的人来做到这一点。

这是一个相对较新的工具，但具有一些有希望的功能，使其成为我们列表的一部分。

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3.BrandWatch

This is a full-fledged enterprise-level social media monitoring platform with a lot of functionalities. Unlike other social listening tools on this list, BrandWatch also provides powerful social media analytics.

Some of the more complex features that it provides include image recognition, audience demographics and insights, content ideas on trending topics, etc. It scours for insights across all social media platforms, news websites, blogs, and a lot more.

此外，它具有一个名为Vizia的内置数据可视化平台，可让您进行自定义，视觉上吸引人的见解报告。您还可以将数据直接从仪表板导出到PowerPoint演示文稿中，以展示给您的客户或团队。

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4.Mention

提及是一种社交媒体监控工具，可实时搜索品牌提及和关键字。您还可以设置每日警报，并立即获取过去24小时的所有信息。自定义计划还为您提供了从其所有社交媒体监控活动中访问历史数据。

除了实时品牌监控外，提及还可以跟踪竞争对手的提及并提供竞争性情报。在“ Insights Center”选项卡中，您可以在一个地方看到所有数据，并根据您的喜好创建自定义报告。

Another useful feature of this tool is that it helps you find industry influencers that you can reach out to for brand collaborations. You can find influencers that are already interested in your niche or are talking about your brand and thus, are easier to collaborate with.

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5。TweetDeck

这是专门为Twitter设计的社交媒体听力工具。您可以使用它来管理多个Twitter帐户并监视所有这些帐户的品牌提及。您不仅可以监视品牌提及，还可以回复推文并与观众互动。最好的部分是，您可以从单个仪表板上为所有Twitter帐户这样做。

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结论

社交媒体听provides a great opportunity for businesses to gain valuable customer insights. On social media, customers share their honest opinions and therefore the information gathered from there is unbiased and authentic.

社交媒体听力工具提供了一种轻松的方法来监视社交对话并跟踪您的在线声誉和品牌提及。您还可以将它们用于竞选和活动监控，了解受众并找到影响者。

总体而言，社交媒体的聆听对您的业务有很多好处，如果您还没有的话，应该尝试一下。