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.