Boolean who? How To Set Up A Social Listening Query.

Boolean who? How To Set Up A Social Listening Query.

This year I’m testing a few new tools. Most of them are social listening tools, including YouScan. I liked what I saw and I teamed up with them –  I’m currently testing it to assess its strengths and the opportunities it can bring to digital marketing efforts for my clients and me.

In May I also joined a Social Listening Query writing competition sponsored by them. The challenge was not easy, it read like this:

  1. Research question: As they enter the workforce, how do GenZ in the US feel about the impact of AI on their current and future career prospects?
  2. Date range: 1 year 
  3. Markets: US
  4. Language: English
  5. Age range: Gen Z (under 27)
  6. Focus: The focus is on GenZ talking (not other people talking about GenZ)

I did not win but I learned a lot, especially about GenZ. And even though my query is far from perfect I wanted to show you the thinking behind a project like this, the methodology behind a Boolean search and why it takes so long to get a tool properly set up for a social listening project.

But first things first. Here is the query I sent in:

Pretty? I do not think so, it’s one of the longest and most convoluted queries I wrote. I tried to come up with a way to layer in keywords that could help me zoom in on GenZ talking because I feel like most of the online chatter comes from people talking about them, not from them.

Methodology: The Thinking Behind The Query

The rules of the competition asked us to document our query logic and send it in alongside the query I shared above. Here’s what I sent.

1) Asked ChatGPT to come up with a basic query on work/career-related terms and artificial intelligence-related terms.
2) Expanded on the initial query with relevant branded terms for the top players in AI. I took a look at these initial results to understand if I was headed in the right direction. Identified some keywords that were pulling in spam mentions. Excluded Gemini as it was pulling in a lot of horoscope mentions.

1) Identified GenZ relevant slang AND top influencers.

I did try to identify both of these with the help of AI, but it was not 100% helpful so I resorted to the wisdom of the crowds. I asked my followers on LinkedIn (link here) and a Romanian community of marketers (link here) for their support. I Received more than 100 comments on both posts, I got to have a 1-hour long chat ith a GenZ marketer about the slang and what it means. I danced to this millennial rap about Gen-Z ing.

2) Took all this unstructured data and fed it to ChatGPT, asking it to make bullet lists and boolean queries for GenZ slang terms and influencers.

3) Also read Kantar articles on GenZ:
a. The ABCs of Gen Z
b. How well do you know Gen Z and Millennials?
c. New ways of working from Gen-Z to Boomers

4) According to all my research GenZ is most active on social media. Also, in the second version of my query, I concluded that news/blogs tend to include meta-analysis on GenZ behavor/attitude towards AI and their career prospects. These are the two reasons why I decided to filter the query to only include social media, forums, and reviews to try to improve relevancy.


  1. I got some errors with the query so I tried ChatGPT to identify the issue, it pinpointed the exact operator I was missing and identified some duplicate keywords. I cleaned that up.
  2. Check data quality:
    a) First check: analyze the demographic data in YouScan
    b) Second check: reviewed sources, Twitter was pulling in most of the mentions. I reviewed hashtags and added irrelevant ones to the exclusion list.
    c) Third check: a manual review of the April and May mentions, excluding more keywords that pulled in spam mentions, a lot of them related to the two wars (Russia-Ukraine, Israel-Gaza), as well as some political spam hashtags (#trump2024) or games-related keywords.

 This is one way of doing things. I am sure the other contestants found other ways of approaching this challenge, better ones. I’m constantly learning so this one right here helped me go back to the drawing board. 

This competition was a great way to learn about different methodologies, grow the community of social listening professionals and talk about the work that we do and how we do it. I believe it is an important step towards educating our clients and our peers about the value social listening can bring to our marketing efforts. 

If you want to further discuss over coffee or lemonade, drop me an email at

Edtech and #AI across the world. Social listening insights with Copilot Insights

This year I’m testing a few new tools. Most of them are social listening tools, including YouScan.

I liked what I saw and I teamed up with them –  I’m currently testing it to assess its strengths and the opportunities it can bring to digital marketing efforts for my clients and me.

The project that I focus on is related to edtech and AI.  I’ve been interested in education for quite some time now and am curious about the impact of AI in the edtech industry,


The report below showcases public mentions of edtech and AI tracked by YouScan across the globe. The insights are generated with the help of what I find immensely useful, the Copilot Insights integration

If you want to further discuss over coffee or lemonade, drop me an email at

Maximize Marketing ROI With Social Listening: #edtech Case Study

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.


AI And Edtech: Insights and Innovations. [A Month with YouScan]

This year I’ve tested quite a few tools. Some of them are social listening tools, including YouScan. I liked what I saw and I teamed up with them –  I’m currently testing it to assess its strengths and the opportunities it can bring to digital marketing efforts of mine or my clients.

The project that I will be talking about focuses on edtech and AI.  I have been interested in education for quite some time now and am curious about the impact of AI in the edtech industry,

Here is what my thoughts are after month #1 of using YouScan:

  • Easy setup – you can set it up in 5 minutes, check the video below
  • I love the integration with Copilot!
  • As with most listening tools, a lot of data comes from Twitter which, in this particular case, was mostly skewed towards brands, not individual users
  • Easy to use by a non techie with basic knowledge on Boolean search. And if you don’t have any idea who is Boolean (I can’t blame you!) YouScan has quite an extensive documentation around how to setup your Topic (again, checkout the video below)

Setup your YouScan Topic in 5:34 minutes

The Last 30 Days in #edtech and AI

AI is seen as having the potential evolutionize the educational landscape, both students and teachers stand to gain significantly from its integration.

For students, AI promises to transform their learning experiences by providing personalized learning paths that cater to individual needs, enhancing engagement and understanding. This technology is particularly adept at improving literacy skills and reading fluency, offering tailored support that can adapt to the pace and level of each learner. Additionally, AI is supposed to enhance writing skills by providing real-time feedback, making revisions more efficient and effective. Another benefit for students is that AI can foster interactive learning environments, these can prepare students for future job markets, which are increasingly dependent on tech literacy, but also make learning more enjoyable through AI-enhanced educational games.

Teachers, on the other hand,  can find AI tools useful to generate unique learning activities and content, which can make the teaching process more dynamic and enrich in classroom discussions. Educators are actively testing AI-powered tools and resources to enhance their teaching methods, some of the main use cases mentioned are: 1) to automate administrative tasks so they can focus more on teaching and less on paperwork; 2) to monitor student progress more effectively, ensuring that they can intervene more appropriately and timely.

Collaboration is key

We can identify a call for collaboration, educators need  to grasp the basics of AI. various conferences, webinars, and professional development sessions dedicated to AI in education are referenced in the 22,588 tracked mentions.

Privacy and biases, among the top threats mentioned

The top mentioned challenges are data privacy and potential biases, with people talking about how AI applications in education need to help create a more equitable and efficient learning environment no matter the race, gender, location of the student or teacher.

Top Stories, Tools, Events



  1. The TimeSoul project combines mindfulness, well-being, and education with the advanced technologies of the EdTech and crypto industries. It combines technologies from the EdTech market alongside blockchain innovations from the web3. To loyalize its user base it provides bonuses and engages users through incentives such as the SoulBox gift, which invites participants to join the project. A lot of the mentions seem to be affiliate marketing posts, all of the mentions are on Twitter (3,945 mentions, link)
  2. The completion of a merger between Genius Group Limited and FatBrain AI to form an AI-powered Education and Acceleration group. The purpose of the merger is to power Sovereign AI ecosystems for entrepreneurs, enterprises, governments, and students through AI education and enablement. (356 mentions, link)
  3. iyyah, an education app for busy Muslims, secures a $2 million in funding. The round of funding is co-led by Venrex and Cur8 Capital. Other participants in the funding round include Active Partners, Emerge, Collective Continuum, and prominent angel investors. The funding will be used to launch a new iteration of the app and enhance its features. The announcement was made on March 11, 2024, in London, United Kingdom. (160 mentions, link)




  1. Quizizz (304 mentions) – quizz maker
  2. TeacherMatic (226 mentions) – helps generate lesson plans
  3. Canva (119 mentions) – graphic design tool
  4. DiffitApp (45 mentions) – instructional materials for teachers
  5. Almanackai (7 mentions) – AI-powered lesson plans and classroom resources


  1.  SXSW EDU Conference: a) Jamie Nunez’s session “AI’s Impact on Students of Color: Rethinking Digital Wellness, b) “Edtech Insiders Rundown of SXSW EDU 2024 [Kornell, Sarlin, & Morin] + other K12-related items
  2. #ASCD24@ASCD’s annual conference
  3. The National Educational Telecommunications Association (NETA) conferenceCommon Sense Education attended the conference and held sessions around #AI 
  4.  Tech & Learning Regional Leadership Summit 


How to Make the Most of This Data

  • Are you a teacher? Test out the AI tools above
  • Are you an #edtech antrepreneur? Aim to make a list of the events on #edtech and attend – they are most likely an amazing opportunity for networking and finding partners
  • Are you a marketer in #edtech?  Not quite sure how to approach the use of AI for your brand? Try to be mindful of both the opportunities and the threats that AI can bring. Talk about how your brand addresses privacy concerns and become part of the conversation around AI in #edtech at big events like SXSW, maybe even consider getting your leadership involved. 

If you want to further discuss all of this over coffee or lemonade, drop me an email at


Prepping For a New Year? Here’s A 2023 Digital Media Plan Template for You.

I will keep it short and simple. 2023 is upon us and as advertisers, we need to plan for the next year. Most of the time we don’t do it from scratch, we have learned ways and templates to do it. I thought I’d share mine with you in the hope it helps anyone or I get feedback from you. This is the first time I try this.

What do you need to do? Download the document below and use it at your peril.


And book a chat with me on my Calendly if you want to chat and tell me how you do it.