Are you curious about the concept of Social Media Listening? Then read on as these few slides explain it in a very easy to understand manner. If you're new to Social Listening it'll be your first step towards developing a complete understanding. If you're familiar with it, you can use these slides to explain it to your peers, managers or your clients

1. Introduction to
Social Media Listening
Twitter – @Sakshi_prak linkedIn – sakshiprak Blog – Social Deconstructed

2. What is Social Media Listening / Monitoring
• Social Media Listening or Social Listening can be interchangeably used with the term Social Media
Monitoring. Simply put:
Social Media Listening is the process of identifying, aggregating and analyzing what is
being said, about topics of interest on social media
• If you read through the above, you’ll notice the definition is made up of three parts
• (1) Process – the How
• (2) Topics – the What
• (3) Social Media – the Where
• In the next few slides let’s look at each of them separately to understand social listening better
©Social Deconstructed Introduction to Social Media Listening

3. Social Media Listening Process
#1 Process – the How
Define
Objective
• Examples:
• Brand
Perception
• Product
Feedback
• Customer
Service
Feedback
• Campaign
Ideation
Set
Parameters
• Countries
• Languages
• Timeframe
Identify
Keywords
• Identify topics
and keywords
as per
objective and
parameters
• Write keyword
queries using
Boolean logic
Configure Social
Listening Tool
Aggregate
Data
Analyze Report
1 2 3 4 5 6 7
• Create topics to
monitor and input
Boolean query per
topic
• Select parameters
• Save and process
• The schematic below represents a simplified work flow of a Social Listening exercise
• Data usually
available on
the tool
• Can be
exported to an
excel
• Can be
exported via
API
• Use KPIs such
as Social Share
of Voice,
Sentiment etc.
• Use tool
visualizations
– trends
charts, word
cloud etc.
• Interpretation
of the data
and KPIs
• Draw
inferences for
decision
making
©Social Deconstructed Introduction to Social Media Listening

4. Topics you can Listen to
#2 Topics – the What
Influencers & Celebrities
e.g. Politicians, Actors, C-Suite
Specific Brands
e.g. Samsung, Estee Lauder, Tropicana
Category Generics
e.g. Smartphones, Cosmetics, Fruit Juice,
4K TVs
Industry Topics
e.g. Internet of Things (IoT), Financial
Fraud, Artificial Intelligence
Social Topics
e.g. Plastic Pollution, Global Warming,
Sustainable Travel
• There’s a wide range of topics you can Listen to. Below are just a few examples
• Anything publicly being discussed on the social web can be crawled using the right keywords
Owned Social
e.g. Posts, Comments and Direct Messages
on Owned Social Media accounts
©Social Deconstructed Introduction to Social Media Listening

5. What comprises Social Media
#3 Social Media – the Where
• Social Media is not just about the popular Social Networks like Twitter and Facebook
• Most Social Listening tools can crawl other forms of social media like Blogs and Forums as well
Social Platforms Forums Blogs Consumer Reviews
©Social Deconstructed Introduction to Social Media Listening

6. What can be crawled via Social Listening tools
#3 Social Media – the Where (cont’d)
• This is in reference to what is crawlable and what is not via platform APIs
• As a general rule, only public data can be crawled. However there are differences across platforms
• Here is more information on some of the more popular social platforms
• All tweets matching keywords/hashtags can be crawled – from both public business
accounts and public personal accounts
• Posts matching only the hashtags can be crawled – from both public business accounts
and public personal accounts
• Posts matching keywords/hashtags can be crawled – only from public Facebook pages.
Posts from an individual’s wall (even if they’re public) cannot be crawled
©Social Deconstructed Introduction to Social Media Listening

7. Social Media Listening Applications
• Businesses can leverage Social Listening for a wide variety of use cases
• Not just Marketing but departments across an organization can use it to their advantage
• Below are a few ways Social Listening can be utilized
21
Product
Service
Marketing
PR & Comms.
Business
wide value
creation
Market
Research
•New product ideas
•Product feedback
•Customer Service feedback
•Customer Care
•Campaign measurement
•Campaign ideation
•Content ideation
•Formulate messaging
•Refine messaging
•Crisis monitoring
•Consumer needs/pain points
Sales•Social Selling
©Social Deconstructed Introduction to Social Media Listening

8. Thank You
Twitter – @Sakshi_prak linkedIn – sakshiprak Blog – Social Deconstructed