Social media has revolutionized the way companies connect with their customers, making it easier than ever to get feedback on their products and services in real time.
This instant access to customer opinions helps companies gain a more accurate understanding of their consumers’ needs and preferences, which can in turn help them make better strategic business decisions.
What is Social Media Listening and Why It’s Important
Social listening, also known as social media listening, is the process of keeping track of what is being said about a company or brand on social media, as well as analyzing this data to measure the performance of companies own social media presence.
It can be immensely useful because it provides valuable data, which companies can use to gauge brand awareness and improve their products and services.
Additionally, social listening offers a range of solutions that can significantly enhance a company’s ability to protect and grow its brand:
Uncovering Narratives
Social media listening is a valuable tool in helping companies and brands recognize and react to disinformation campaigns propagated by malicious actors – individuals or groups looking for ways to inflict harm by spreading false or misleading narratives which could potentially tank the reputation of brands, leading to reduced profits.
Detecting Disinformation/Bot Networks
Malicious actors, also known as threat actors, commonly use bot networks to target companies by creating or latching on to controversial topics related to brands.
The rise of GenAI technology has made it easier than ever for them to do so by creating authentic-looking social media profiles, making them difficult to discern from real users.
While many social listening tools offer basic monitoring capabilities, advanced platforms use AI and machine learning algorithms to pinpoint the activity of fake accounts and safeguard brands from targeted disinformation attacks.
Identifying Authentic Trends
Social listening can also help brands and companies stay on top of industry trends. By monitoring keywords related to your market, your company can gather valuable insights that can help you develop a better business strategy.
Detect Crises Before They Go Viral
Detecting crises before they go viral is a crucial step in mitigating significant reputational and financial losses for companies by identifying negative trends and potential PR issues early.
Early detection can be the difference between a small social media incident and a full blown PR disaster.
Identifying Potential New Audiences
Social listening can help your company find new audiences by pinpointing individuals or groups expressing interest in your company’s products or services on social media platforms.
Better Understanding of Consumer Behavior
Analyzing social media data can help your company gain a better grasp of consumer behavior, which in effect makes it easier for you to identify and connect with your real audience.
Detect Risks to Brand Loyalty
Whether it’s malicious actors or just disgruntled customers voicing their opinions, it’s essential for brands to keep track of the word-of-mouth on social media.
Gather Competitive Insights
Companies can gain valuable competitive intelligence by analyzing social media data to better understand public perception of their competition.
Measuring Campaign Success
Social listening can be highly useful for evaluating the success of your marketing campaigns by tracking engagement, reach, and other parameters related to social media presence.
How We Can Help
Cyabra’s comprehensive social listening platform is designed to help companies achieve these goals efficiently and effectively by utilizing advanced AI technology.
Cyabra provides insights into social media conversations, enabling businesses to utilize crisis management tools to identify and mitigate disinformation campaigns and bot networks that could harm their brand reputation.
In addition to this, we offer the benefit of monitoring brand mentions, allowing companies to stay on top of customer feedback.
