With the right tools it can be easier to create and maintain than other research methods.
Social media listening not only measures brand performance but can also be used to inform decisions ranging from product development to customer service. This article suggests that social media listening is more immediate and affordable than other methods like focus groups.
Monitoring brand keywords, common misspellings and word clouds of words associated with the brand helps in figuring out brand sentiment as well as customer sentiment. The author advises starting off by creating a word cloud derived from social listening to understand common brand associations.
Businesses can also create a competitive analysis by checking out what competitors are doing well, and finding what their customers complain about. The data can also be used to tailor content for marketing campaigns that focus on where the competition is lacking.
[9 minute read]