The Consumer Intelligence Blog - Infegy

Social listening for consumer intelligence

What is Social Listening Intelligence?

Social listening intelligence is the process of discovering and then analyzing what is being said about a topic – usually a brand, company, or individual – online.

Why Is Social Listening Important?

It can help you identify potential customers, understand what people say about your brand, and respond to customer feedback. It is essential for so many reasons but one of the simplest and most impactful is this: it allows you to stay connected to your customers (including potential customers!), and truly understand their consumer wants and needs.

Top social listening platforms gather a broad range of social media information across various social platforms and online sources – including blogs, news sources, etc. They clean, and structure the data, and equip you with tools – filters, metrics and data visualizations – to assist you in analyzing all the data so that you have actual consumer intelligence that you can act on!

What’s the difference between social listening and social monitoring?

Social monitoring is the act of tracking mentions of your brand online, while social listening lets you in on the thoughts, opinions and pain points of audiences and consumers. Both are forms of social media intelligence and require social media intelligence tools.

Since social conversations are not prompted by surveys, it gives you consumer voice in unfiltered and unbiased form, allowing you to understand them on a deeper level. This includes what they’re saying about your brand.  Ultimately, social listening equips you with consumer intelligence that can help you identify potential customers, respond to consumer feedback, and build relationships with your customers.

Multi-Query - Ages-2Figure 1: Social listening data showing a comparative view of the age groups that discuss two national makeup brands online; Infegy Atlas data; Infegy Atlas data.

However, social listening isn’t just for brands. It provides consumer intelligence that can be used for enterprise. It can equip you with research and data for strategy, planning, program-development, and campaigns across multiple sectors and industries.

Related: Evolution of Social Media Part I: Network Advances that Fueled Social Media

What To Look For In A Social Listening Platform

The ability to analyze not just the quantitative aspects, but also the qualitative sentiments and intents in the posts requires a tool dedicated to social media analysis. In this regard, not all social listening and consumer intelligence platforms are created equal.

An industry-leading social media listening and analysis tool, like Infegy Atlas, should be able to facilitate four main applications of social listening: brand management, competitive intelligence, consumer behavior & insights, and market research.

Brand management: Social listening can help you understand how people feel about your brand and identify opportunities to improve your brand image. It can also help you monitor competitor activity and understand what strategies are working for them.

Competitive intelligence: Social listening can help you understand what people say about your competitors and identify opportunities to gain market share.

Consumer behavior & insights: Social listening can help you understand consumer behavior and trends. It can also help you identify potential customers and understand their needs and wants.

Market research: Social listening can help you understand the market, identify opportunities, and create marketing strategies.

Related: 10 Ways to Use Social Listening

Now, let's look at these individually.

Brand Management

Regarding brand management, social listening is an essential tool to understand how customers feel about your brand and industry. It can help you identify areas where your brand could improve, monitor competitor activity, and understand consumer behavior.

Additionally, social listening can help you gather market research data and create marketing strategies. By using social listening, you can build better relationships with your customers and better understand what they want from your brand.

Learn how you can better understand your customers' pain points by using a social media intelligence platform. Request a custom demo today!

Competitive Intelligence

When it comes to social media, people are often quick to share their thoughts and opinions about brands. This transparency can be a great way to understand how people feel about your competitors. You can gain valuable insight into what people like and don't like about your competitor's products and services by monitoring social media conversations.

Related: The Evolution of Social Media - Part I

You can also identify areas where your competitors are strong and weak. This information can help you develop a better strategy for competing against your rivals.

Social listening is an integral part of competitive intelligence because it allows you to track what people say about your competitors' brands. This information can help you understand what strategies are working for them, identify potential weaknesses, and gain a competitive advantage.

Consumer Behavior & Insights

People use social media to share their thoughts and feelings, which makes it a great place to learn more about their customers. By monitoring social media conversations, you can gather data on customer needs and wants and understand the sentiment around your brand.

Additionally, social listening can help you identify potential customers and understand their needs and wants.

Social media is excellent for businesses to learn more about their customers. Using social listening, you can gather data on customer needs and wants, understand the sentiment around your brand, and identify potential customers. This information can help you make more informed business decisions and build better relationships with your customers.

Related: Social Silence: Interpreting the Absence of Online Communication

It can help you identify potential customers, understand their needs and wants, and track consumer trends. Additionally, social listening can help you gather data on customer satisfaction and feedback. Social listening via social media enables you to make more informed business decisions and better understand your target audiences.

Campaign + Strategy - Slide 19Figure 2: Word cloud of topics in the public bios of people (limited to Canadian provinces) posting about a particular beverage brand. The brand is discussed heavily by people who identify as streamers, gamers, and sport fans; Infegy Atlas data.

Market Research

Businesses are increasingly using social media to collect data on consumer behavior and trends.

Social listening allows businesses to gather data on consumer and brand sentiment, as well as identify pain points and needs. This information can help companies to make more informed decisions about their products and services.

Social listening is a great way to supplement traditional market research methods. It can provide fast, qualitative insights that these methods typically lack, which then can help businesses implement decisions faster.

Multi-Query - Geography-3-1Figure 3: Most discussed sparkling water brand within each District Marketing Areas of the United States; Infegy Atlas data.

Check out our social listening case study on how London-based advertising agency, 20ten, used social media intelligence alongside traditional market survey data for a huge business win.

Conclusion

Social listening is an integral part of consumer intelligence for the digital age. With more and more consumers sharing their perspective online, it is the fastest and most efficient way to track what people are saying about you, your competitor or a topic that is vital to your work. 

By using social listening, you can stay ahead of the competition and make more informed business decisions.

Consider adding social listening to your research matrix!  And to see how Infegy Atlas can meet your specific consumer intelligence needs, request a free custom demo.