Would you like to be aware of what people are saying about you?

It is not so impossible to find out. All you have to do is stretch your ear and listen.

Social Listening is the process that allows you to intercept online conversations revolving around your business, in this way, by knowing people’s feedback, you can gain insights that will be useful in improving your brand image as well as the products and services that are part of it.

The Internet has now become a well brimming with information and data to draw from that for those who have the patience to gather and listen can be the secret ingredient for the recipe for success.

In order to start a foolproof business, it is good to start building it on a solid foundation, which is why we recommend that you take into account data from a qualitative analysis (social listening) as much as those obtained as a result of a quantitative analysis.

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Knowing how to listen to the audience what benefits and advantages can it bring?
Let’s find out together.

This analysis will enable you to:

  • identify possible opportunities and threats to your brand;
  • protect you from brandjacking, that is, prevent someone from appropriating your brand identity by exploiting its visibility;
  • become aware of your customers’ doubts, concerns and needs; this will allow you to improve your relationship with them;
  • optimize marketing campaigns and your communications by analyzing the discussions that take place among users;
  • actively participate in conversations, in this way you will increase your brand’s reputation and visibility

How to do Social Listening effectively

1. Define the goals

What do you want to know from users? Set clear goals so that you understand what data to consider because most inherent to achieving your goal.

2. Keyword research

Once you have determined which topics best connect to your brand conduct keyword research to identify keywords for analysis. It will be important to verify that they actually match users’ search intent.

HappyTips: take advantage of SEO tools such as Answer The Public or Ubersuggest for more in-depth keyword research.

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3. Choose the right tools to collect and analyze data

You will need to collect and organize data, and doing so will require technological and human skills to interpret user feedback so that you can take advantage of these analyses by actually applying them.

HappyTips: software you might find useful Talkwalker, Buzzsumo, Mention, Digimind, and Awario. For analysis use these metrics Engagement, Share of Voice, Mention Volume…

4. Update your strategies

Make good use of the information you have, adapt your marketing strategy and communications based on the data you collect. Use it to create valuable content that can provide answers to users’ needs.

5. Participate in conversations

As anticipated at the beginning a strategic move could be to interact with your audience, creating meaningful connections. You can moderate users’ positive and negative comments and respond to their concerns, this will automatically result in an increase in your brand reputation.

Let's take a closer look at some of the above tools

Answer the public - keywords research

Answer The Public is a tool that provides suggestions for content creation based on questions actually asked by users on different search engines. Enter your keyword, wait for the system to analyze related questions, once the process is finished content ideas organized by categories will be generated responding to the real needs of users.

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Ubersuggest - keywords research

Ubersuggest is another keyword research and competitive analysis tool used in online marketing. By entering the keyword you will get information on search volumes, difficulty and related suggestions. An excellent tool, with a very simple and intuitive user interface aimed at refining content and SEO strategies, optimizing online visibility.

Talkwalker - data collection and analysis

This tool will make it much easier for you to analyze and manage social media, so you can monitor your brand’s online presence and reputation. It provides you with real-time data, comparative analysis with competitors, detection of user sentiment and the impact that online interactions have on your brand’s reputation.

Buzzsumo - data collection and analysis

Buzzsumo will enable you to identify the most popular content on different online platforms, industry trends, backlinks, and analyze audience engagement and sentiment so you can create more effective content in order to implement a competitive strategy.

Mention - data collection and analysis

As the word suggests it is an online mention monitoring tool that will allow you to analyze the sentiment of your audience, assessing the tone of conversations about your brand, products or services. In this way understanding whether mentions are positive, negative or neutral in nature will make it easier for you to manage your brand reputation as well as the adaptation of communication strategies.

Equally popular and with similar functionality are Digimind and Awario.

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The importance of micro-data

We also give you an additional tip to set a foolproof editorial plan and content strategy: make use of micro-data.
What are we talking about?
Micro-data is defined as those traces and signals that people leave behind as they browse online. They tell something about us, a link that suggests what we like, a review that lets us know based on what criteria we choose a product, and so on.

We sow what are golden crumbs for brands that by gathering this information want to connect and empathize more with their audience.
Understanding and knowing the habits, needs and reasons why people make a particular choice will allow you to create useful, effective and targeted content.

Micro-data will allow you to stay up-to-date by anticipating, analyzing and leveraging the most searched topics of the latest period.