There is so much data out there that sometimes you cannot make sense of it. Even more on social media – it has become more and more fragmented with more platforms and voices than you can possibly imagine.

Social listening can help try to make sense of it all. Or at least come up with some hypothesis on why things are the way they are and the digital marketing tests you can run to validate them.

This article is aimed at giving you an idea on:

  • what social listening is
  • social listening and the 2024 Super Bowl ads
  • how you can use it in your digital marketing teams
  • case studies: one on #edtech and one on SaaS because a picture and an example are worth a thousand words and a million articles

What is Social Listening?

Social listening is the process of monitoring and analyzing what customers are saying about a brand or industry online. It involves tracking online conversations, understanding customer opinions, and analyzing trends to make data-driven marketing decisions.

Unlike social media monitoring, which primarily focuses on the brand’s own social media channels, social listening goes beyond to analyze what’s being said about the brand/industry/trend across all public online mentions.

Social Listening inspired ads at the 2024 Super Bowl

CeraVe Skincare

CeraVe, a skincare brand, was being discussed on social media platforms like Reddit and Twitter. Consumers were suggesting that actor Michael Cera should become the face of the brand, with some even speculating that he is the genius behind the brand. The brand’s social media team quickly identified these conversations and engaged with the audience, clarifying the actor’s actual involvement with the brand. This proactive approach helped to maintain the brand’s credibility and dispel false rumors.

Skechers versus Sketchers

Skechers, a footwear brand, has been the subject of online conversations for a long time. Many consumers have misspelled the brand’s name for decades, often adding a ‘t’ instead of a ‘k’. Through social listening, the brand discovered these misspellings and realized they were a common occurrence. Skechers partnered with former football player Tony Romo and actor Mr. T in a campaign to educate consumers on the proper spelling of the brand name. This campaign, based on social listening insights, resulted in a significant increase in brand awareness and engagement.

How Can Social Listening Help Digital Marketers And Their Team

Social listening can provide valuable insights into the market and the competitive landscape. By understanding what your customers are saying, you can identify recurring issues or pain points, and address them in your marketing campaigns. It also allows you to track your brand’s reputation and the effectiveness of your marketing strategies.

The real-time nature of social media conversations means you can quickly identify and respond to both positive and negative feedback, improving customer satisfaction and loyalty. Social listening can also help you identify brand advocates and influencers, providing opportunities for collaboration and co-branded content that can reach a wider audience.


What Do You Need To Implement A Social Listening Program

To implement social listening effectively, you’ll basically need two main things: a social media listening tool + a social listening pro to interpret all insights/trends and identify relevant opportunities for your brand.

The social listening tools use algorithms to track and analyze online conversations about your brand, industry, and competitors. They can also help you identify and prioritize the most important conversations to engage with. They come in all sizes and shapes, and their prices vary from $100 per month to $100,000 – $200,000 per year depending on the bells and whistles you need. The most sophisticated tools can integrate with social care programs and Salesforce (and help your lead gen programs by turning social media users into prospective clients ), sync with publishing tools, send you alerts, or support customized reporting across owned and earned media.

 Are you ready to test the power of social listening for your brand? Let’s strategize together. Contact me to dive deeper into how social listening can optimize your marketing approach.