Wie funktioniert Neticle Social Listening?

Social listening is a groundbreaking media analysis tool that automatically finds every piece of online content that mentions your product, brand or company.

Every minute there are 510 000 comments posted on Facebook. Imagine how much you could learn about your online perception if you found all the mentions concerning you.

What is social listening? - illustration

1. What is social listening?

1. What is social listening?

Social listening is a revolutionary tool for media monitoring and analysis. It collects every piece of online content that can be relevant for you. This includes articles, blog posts, all sorts of social media content and comments. It can give you useful insights into what internet users think about you. But here is the trick: thanks to the automated process, it all happens without actually reading this huge amount of content.  They say social listening is the future of media monitoring, but this is not the future anymore. Online content now can be collected and analysed without human intervention and on human-level precision. It means you can stay informed about everything that has been published about your brand, company, product or competitors. And, again, you don’t even need to read the relevant pieces and mentions. Every important conclusion will be detected for you.

Let’s see an example!

Let’s say you are the social media manager of a well-known brand. Your new product seems like a big hit on the market, and the management asks you to make a presentation about the online perception of this new product.  Well, you have two options. You either start reading all the 3000 articles, posts and comments published about it and forget sleeping for a couple days. Or you can be smarter than that. If you accept the help of a social listening tool, all you have to do is run an analysis on the name of the product, wait a couple hours and get the results shown on its easy-to-understand graphs and charts. The dashboard will reveal how many positive or negative texts are found, what the most connecting topics, names, brands, emotions or locations are and many more!

As the expression ‘social listening’ itself says: listen to your audience! Because the people in the audience listen to each other, too.

Today’s typical consumer doesn’t believe in advertisements or promotions. However, people really are familiar with the advantage of internet freedom. They listen to other people’s opinion while they are not afraid to publish theirs, either.  It’s been clear that the most successful companies are the ones who let themselves be guided by their customers. And guess what: hearing what they want has never been easier in the era of social listening.  Being aware of every relevant opinion helps you to be one step ahead of your customers. You will know what they want before they even realise they want that. Once analysing their opinion won’t be a burden anymore, all you have to do is focus on campaign and strategy planning.

How social listening helps - illustration

2. How social listening helps

2. How social listening helps

New level of media monitoring

Most importantly, social listening saves you time and energy. Big amounts of text data like social media posts with thousands of comments take long time to process. This will no longer be a problem.    With the help of this new approach to media analysis, you can get the necessary insights without actually reading what has been written about you on the internet. Every mention and relevant piece of content about your brand, company, product, field or competitors is collected automatically. In addition, the results are shown on easy-to-understand charts. Most of the social listening tools show the results on simple but insightful charts, so everyone can get the jist of it without any experience in data analysis.

Social listening is also comfortable because these tools usually alerts you the moment when reputation threatening articles, posts or comments are being published about you. This way you can act on these issues immediately and you can prevent any potential PR or social media crisis.  But even if it’s not so threatening, it can really boost your audience’s trust if you react to their questions, complaints or comments as quickly as possible. They will feel their opinion is valued and it will build a connection between you.

And last but not least, social listening tools leave no stone unturned. Whether you’re curious about what digital conversations are going about the key topics in your sector, or need a quick and cost-efficient market research on topics and people’s opinion, it will get you covered. It provides detailed overview about industry trends, digital conversations about relevant topics and many more. These tools will help you gain extensive knowledge on your field that helps you make better and quicker business decisions.

Campaign efficiency measurement - illustration

3. Campaign efficiency measurement

3. Campaign efficiency measurement

We’re aware of how difficult campaign success measurement is. It’s a common challenge among companies, so we try to help and transform it as simple as possible.  Customer and client satisfaction surveys might be useful to gain feedback on the campaign, but sometimes they are just not insightful enough. So, here comes social listening to save us again!  As the saying goes, texts on the internet are not written with pencil but ink; everything leaves traces. The good news is, an automated monitoring and analysis service can find them all.

When it comes to campaign efficiency, it is useful to focus on these fundamental questions: “Who? What? Where? When? How much? How? Why?” talked about your campaign, and what the results have been compared to the expectations. Neticle’s automated social listening tool will give you all the answers in minutes, saving your precious working hours.

Social listening is based on keyword searching, so it finds the relevant content for you by crawling the web for a given word or expression. The keyword can be the slogan of your campaign or the name of your advertised product/service. The system will find every text the given keyword has been mentioned in.  The number of mentions will show many people engaged in any discussion during the campaign, and how many of the mentions were positive, negative or neutral. Furthermore, the distribution of mentions are shown based on where these mentions were published (news articles, social media sites, forums etc.).  Besides these insights, you can also see the gender distribution of the mentions’ authors, and you can get to know the name of the opinion leaders, too. This way you can check whether the results are in sync with the predicted performance indicators.

More importantly, let’s emphasise it again: social listening is more than an ordinary monitoring service because you can detect way more about these mentions because of it.  Here are some examples:

  • You can see how positive or negative your campaign’s perception has been
  • What emotions people connected with the message of your campaign
  • What expressions or topics were mentioned together with your campaign

This way you will know about every additional topic or feeling towards your campaign, and it will also show whether or not you spread the message of the campaign successfully. How many of the people said the new product was delicious, and how many of them said it was delicious, but the packaging could be better?

Thanks to automated social listening, not only quantitative but qualitative data is provided for you by Neticle Media Intelligence. Once we show you these results, you have no additional tasks when it comes to campaign monitoring and efficiency measurement. You can think about the next steps of your strategy right away!

Competitor analysis - illustration

4. Wettbewerbsanalyse

4. Wettbewerbsanalyse

Social listening is not only useful for keeping an eye on our own reputation. You can monitor your competitors online presence and the opinion given about them, too. Let’s see how!

Never forget about your competitors

This might sound obvious, but it’s still important to emphasize. Monitoring your competitors is crucial because this is how you will get an extensive industry knowledge. Thanks to social listening, you can learn what communication strategies the others use. This way you can see what generates more engagement when it comes to your target audience. Plus, you can see the common mistakes they make, so you can avoid these errors without ruining your own online reputation.

Follow them on social media

Which platforms should you use based on the competitors' experience? How to talk to your customers on social media? Do they prefer “expert” or "cool" content? Save yourself from finding out all the answers by yourself! You will see this data collected for you.  You can see the best practices for every social media situation, so all you have to do is preparing and timing your killer campaigns. Check out all the frequently used expressions on your competitors' platforms, because there is a chance that you are going to succeed with similar buzzwords.  Also, take a look at the negative comments on their channels because it reveals what the audience doesn't like. On Neticle's impressive dashboard, we give you everything that helps you understand the preferences of your target group.

Don't forget about PR

Social listening will show you your competitors' PR and CSR activities, too. You can see the analysis results of every press release, article or blog post written about them. Did the audience welcome the news about them? Was there any controversy? What kind of public image are they trying to build for themselves? It is a well-known fact that winning over the press is key, however hard that is. The good news is: while achieving an outstanding reputation used to be time-consuming and required lots of research and planning, now the necessary tools are basically served on a silver plate for you.

Recruit an alliance of followers

Let's get back to the audience for a moment! They are not only important because they help you create target personas. No, they are also very important because the opinion leaders and influencers are also among them. You can see who the biggest advocates are for your competitors, and you can try to win them over with your own brand or product. You can study their profile, so you will know how to get them to like you and share their opinion about you. This way you can speak to their followers and audience, too. Which is, in the are of influencers, sometimes can be more effective than a traditional television advertisement.

How Neticle works - illustration

5. Wie funktioniert Social Listening mit Neticle?

5. Wie funktioniert Social Listening mit Neticle?

Wir haben unsere eigenen Suchlösungen entwickelt, mit denen wir öffentliche Inhalte, Artikel, Kommentare und Beiträge herunterladen können aus Nachrichten-Seiten, Blogs, Foren, Facebook, Twitter, Google+, Tumblr und YouTube.

Our social listening tool is outstanding because we cover local or niche languages as well. Currently we provide social listening services in Bulgarian, Georgian, German, Hungarian, Polish, Romanian, Russian and Ukrainian.

Unternehmen

Produkte

Marktthemen

Get the key insights with only a couple clicks

Once the analysis is done, easy-to-understand charts are generated and they show the results visualised. The mention graph shows what topics are frequent in connection with the relevant mentions, and how these are connected, and what other positive or negative opinions connect to them. The quantification of the share of voice will help you to know everything about your online reputation without reading the mentions.

Wenn zwei Personen Tausende von Texten manuell nach der Polarität bewerten (positiv, negativ oder neutral), dann stimmen sie wegen der menschlichen Subjektivität und anderer Faktoren in maximal 82 % der Fälle überein.Der Neticle-Algorithmus liegt im Durchschnitt über diesem Wert.

All of our visualized charts are interactive, you can drill down to see detailed data, so you can identify all the sources of the mentions which modify the opinion about your keyword.

Have your questions answered right away

Another advantage of Neticle Media Intelligence is the intelligent question bar on our Dashboard. We show many graphs and charts on this platform, but we know this amount of data and information can be overwhelming sometimes. This is why we thought it would be a good idea to add the question bar that automatically answers your analysis related questions.

Just type your question in a casual way (e.g. Why wasn’t my campaign successful?) and it will show you the relevant results of the analysis. This is a very useful AI driven tool because you do not have to have any experience with data analysis in order to get the answers you need.

In this picture you can see that they had serious problems with their text message service.

The quantificationof the online opinions help us to follow the judgement of the keyword through time with our web opinion index.

If the web opinion index drops, that means that lots of negative opinions were published online about our keyword.

All of our visualized charts are interactive, you can drill down to see detailed data, so you can identify all the sources of the mentions which modify the opinion about your keyword.

Finally, if you're still reading this very long article, there is only one thing left to say: thank you! We know it's been a massive piece but we hope you found it useful.

Neticle Labs

Contact Us!

Address:
1082 Budapest, Leonardo da Vinci str. 41. (2. em. 14.)

Registered seat:
1213 Budapest, Vető str. 10.

Photo of Péter Szekeres
Péter Szekeres

Co-founder & CEO
[email protected]
+36 70 701 6488

Photo of Tamás Tóth
Marcell Tamás Tóth

Media Analysis Consultant
[email protected]
+36 30 779 4626

Photo of Bernadett Kiss
Bernadett Kiss

Head of Marketing
[email protected]
+36 30 352 6707