What’s happening in the world? What are people talking about? How do they feel about certain topics, brands or products? Organizations have tried for a long time to uncover these types of insights through traditional research methods like surveys, focus groups and interviews.
What if you could take your research to the next level and uncover even deeper insights in real time? Today, an unprecedented number of people - including your customers, prospects, competitors and other stakeholders - are freely sharing their experiences, interests and opinions publicly, in real time, on Twitter. Twitter is the largest, publicly available, searchable archive of human-generated thought ever. It’s the world’s largest focus group. Are you ready to start listening?
Tapping into the world’s largest focus group might seem daunting. The good news is that social listening platforms have the expertise, technology and tools to make it easier to get started. But, before choosing a vendor, you’ll need to get clear on your objectives. Are you seeking brand or industry insights? Customer feedback? Crisis monitoring? Something else? And, once you have the data, what type of analysis do you need to perform? Do you want to know how your audience is feeling about a product, service, experience or issue? What about searching images for your brand or your competitor’s logos?
Knowing what you want will form the foundation for finding a social listening tool that best meets your needs. When you’re ready to start evaluating vendors, keep the following three factors in mind:
Access to the relevant data can be a key differentiator among social listening platforms. It’s critical that you understand how they are procuring their social data and from which sources. Areas to probe:
At the heart of any social listening social listening tool is text analysis: the techniques used to understand, organize, and apply sentiment and emotion to text. Some things to consider:
When it comes to social listening platforms, your experience matters. To choose a vendor who can act as a true partner, helping you to improve your social listening maturity, consider: