1. CyberBlue
  2. Social Media Listening

Social Media Listening

We help our clients to understand and process digital conversations taking place on social media, helping them to evolve their digital marketing strategies and better understand customers’ concerns and expectations.

Social media listening can benefit your business in several ways:

Understand and engage with your audience

By helping you gain a better understanding of what your audience wants from your brand.
For example, an existing customer might tweet about how much they love your product. Or you might spot a conversation where people are looking for solutions your product or service could provide.
Starbucks, for instance, makes use of social media channels to engage with its audience and strengthen its brand positioning.

Industry and competitor intelligence

Social listening is more than understanding what people say about you. You also want to know what they say about your competitors and your industry in general. This gives you important insights into where you fit in the marketplace.
Social listening shows you what your competitors are up to in real-time. Are they launching new products? Developing new marketing campaigns?
Addressing increasing concerns about plastic pollution both Starbucks and McDonalds are reducing the use of plastic in their products.
Discovering these new opportunities and threats as they happen allows you to plan and respond in real-time.

Product intelligence

Monitoring conversations around the industry also uncovers a ton of insight about what’s working—and what’s not working—for existing and potential customers.
This information is a gold mine for your customer service, product development, and marketing teams.
For example, in a highly amplified conversation on twitter a happy customer praises the benefits of having a Tesla Model 3 car which is regularly upgraded with software improvements.
Can you tweak an existing product or add a feature to resolve problems people are talking about? Maybe what you learn will spur a new product idea.
For instance it seems, as reported by tesla customers, that the performance of the electric batteries degrades in extreme heat conditions as those found in Arab countries.
You’ll also learn about frustrations with your current products—and your competitors’ products. Can you modify things to help address the concerns? If you do, be sure to tell people about it with a targeted marketing campaign.

Avoid crisis before they happen

Social listening allows you to track sentiment in real-time, so you can know right away if there’s a significant change in how much people are talking about you or the mood behind what they say.
It’s like an early warning system that alerts you to positive and negative changes in how your brand is perceived online.
If you’re getting more engagement than usual, look for the reasons behind it. Your audience shares loads of helpful information about what they like and what they don’t. Those lessons can help guide your strategy across channels.
Social listening also helps you address PR disasters before they get out of hand. If sentiment is down, review the social feedback to try to identify the source of the change. While you’re at it, look for lessons that could prevent a similar misstep in the future.
For illustration purposes the following, tweet dated in 2020, weakens Volkswagen’s reputation as a manufacturer of reliable cars.
If sentiment is way down, make it a priority to find the cause and make changes in your products or marketing strategies.

Identify opportunities for collaboration

Monitoring social conversations about your industry will give you a sense of who the important creators and thought leaders are in your space. These are important people to connect with.
They can have a huge influence on how people feel about you.
Greenpeace is arguably an important stakeholder that can have a great impact on how society perceives multinationals and their relationship with the environment, as revealed in the following twitter conversation.
Remember: this is a two-way street. Supporting others in your industry makes it more likely they will support you in return. Rather than trying to barge into an existing community, connect through collaborations with people who already hold a meaningful place in the conversations you want to join.
Social listening will help you find ways to become a part of relevant online communities organically and in a way that’s perceived as helpful rather than salesy.
You will also find people who already love your brand and are saying great things about you on social media. These are natural brand advocates. Reach out to them and look for opportunities to collaborate in meaningful ways with these existing cheerleaders for your brand.



With the help of Picasso, our social media listening service, We have delivered value to companies such as Agranda, INCIBE, United Nations and Zoetis, refer to the case studies section