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Social media pro Casey Knox outlines a cohesive and necessary approach to brand listening.
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? What is brand
listening
The process of monitoring and
analyzing keyword
variations, mentions, and conversations
for a brand.
? Why is brand listening important Brand listening keeps key stakeholders better
informed about the awareness and resonance levels of a brand, which facilitates strategic planning, and
will improve sales and marketing performance.
? Who should
conduct brand
listening
Skills Needed for Brand Listening
Data Analysis Identify trends, seasonality, cyclical, irregular
Proficient at Excel Can export data and reports to excel
Inquisitive/Curious Type Self-motivated with strong desire to seek answers
Creative Thinker Ideate on what can to do with the data R
ight
Bra
in
Left B
rain
Critical Thinking and Problem Solving
? How should you do brand listening
Edelman’s Social Intelligence Command Center (SICC) Gatorade’s Radian6 Social Listening Center
1Organic Listening
23
Search Engine Alerts
Paid Tools
1Organic Listening
① Conduct weekly Google searches for brand names, product names, and domain names. o Search on the “web” and “news” sections on Google o Search back 3-4 pages o Take page 1 screenshots to compare each month
② Conduct daily Twitter searches o Search Twitter handle, brand names, and campaign hashtags o Use a social media management tool (like Hootsuite) to create
multiple custom search stacks ③ Search review sites
o Glassdoor, Google Reviews, Better Business Bureau, etc
2Google Alerts
① Create Google Alerts with settings to enable all content to come through:
3Paid Tools
① Invest in a sophisticated tool to automate listening and reporting o Assess historical data o Listen to brand, competitive, and industry conversations and buzz o Listen to news sites, blogs, forums, video, photo, comments o Segment by sentiment, trend, demographics, and volume
① Create an ecosystem for brand listening, with slight overlaps, to lessen the chance for human error or total tool dependency.
② Embrace the fact that brand listening is an interdependent process,
it takes smart and reliable people and tools to work effectively.
③ Don’t just listen, leverage the data to better the brand.
Paid Tools Google Alerts
Organic Listening
Additional Notes
