Social listening
DefinitionContent & Social
Social listening
Systematically monitoring public conversations - social posts, reviews, forums - for mentions of the brand, competitors and category. The cheapest continuous research a brand can run: unprompted opinion at scale, with the bias that only the vocal are counted.
Evidence from the library
31 brands, 15 categories, 2 marketsThe finding rests on 31 brands in two markets over a single yearStatA pre-purchase 'how did you hear about us' survey is the cheapest brand attribution toolPrincipleSearching for a brand by name is a demand signal, not an exposure metricPrincipleSurvey attribution under-reports brand: TV campaign spikes show up as 'Instagram'WarningCommunication now has two audiences, and one of them reads RedditPrinciple
Source
Marketing Definitions
standard social media practice
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