Social listening might not be the best way to gauge consumer sentiment

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 21, 2021, 5:00 PM UTC

Data gathered via social listening may not even adequately represent the actual customer demographic that the brand wants to target.

Given that marketers today rely on social listening tools and software, many of these tools tend to over-index on Twitter, given that the platform shares data freely compared to other platforms. Secondly, the tools are excluded from gathering data from other large platforms like Facebook.

But most importantly, social listening tactics may simply capture information from users who are the loudest about a topic on social media. These users may not necessarily be the target audiences desired.

Brands stand to benefit by asking their customers directly for feedback and opinion. Interacting with customers is an easy exercise that gets brands the information they actually need from their target audience.

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[3 minute read]

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