You’ve heard the story: A company makes a big investment in sophisticated social media listening and analytics tools, but the staff, it turns out, is too busy, intimidated or overwhelmed by the tools to optimize them or make sense of the masses of data they return. We hear the story more often than you would believe.
To navigate the social media labyrinth in a useful way, marketers need help not just monitoring the right conversations, but finding their brand’s story in what’s being said. No tool will deliver reliable insights to you on a silver platter. Tools deliver the data; social data analysts dig out the story.
We evaluated many social listening platforms and chose one called Sysomos for its ad-hoc listening capabilities and its unique partnerships with “The Big Six” social media powerhouses: Facebook, Google+, Instagram, Pinterest, LinkedIn, and Twitter, giving us access to over 220 billion conversations (we found many are only able to monitor Twitter and the web). Now that we’ve mastered the tool—no small feat!—we continue to discover exciting ways to enrich our secondary research work with social listening.
Here are some of our own notes on social media listening that we hope you’ll find helpful as guidelines:
image: © Ensignn