A Quick GuideTo
The process of
for a brand.
?Why is brand
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.
Skills Needed for Brand Listening
Identify trends, seasonality, cyclical, irregular
Proficient at Excel
Can export data and reports to excel
Self-motivated with strong desire to seek answers
Ideate on what can to do with the data
CriticalThinking and Problem Solving
?How should you do
Edelman’s Social Intelligence Command Center (SICC) Gatorade’s Radian6 Social Listening Center
1 Organic Listening
① Conduct weekly Google searches for brand names, product names, and
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
2 Google Alerts
① Create Google Alerts with settings to enable all content to come through:
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.