The importance of social listening is described in some detail in the chapter New Media. User generated content (UGC) on the internet can trigger new ideas, thoughts and perspectives, which could aid the development of new products.
Conversations on the net, depending on their nature, can also strengthen or weaken your brand. To protect your brand it is important that you monitor the online conversations, and remain engaged in the dialogue. For this purpose, you should rely on social listening tools such as some of the popular (and affordable) ones listed here:
In addition to the above free/low cost options, if your requirements are fairly advance or extensive, you may also consider enterprise platforms, such as the ones listed below:
These applications, as well as the low cost options listed before, can continually post keyword search results to your email inbox. For instance, in Exhibit 21.6, by creating an alert for “digital marketing”, the user is requesting to be alerted by email, on a regular basis, whenever a new post containing the words “digital marketing”, appears on the internet.
In addition to keyword monitoring and search capabilities, many of the tools can perform sentiment analysis, and provide for data filtering and visualization.
Some of the platforms also use analytical rule-based algorithms to classify and prioritize conversations that need attention.
These facilities are particularly useful for monitoring conversations pertaining to your brands and products.
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.
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