Data and infrastructure
Social listening is the systematic listening to and analysis of what people say about a brand, a product, a competitor or a topic on social networks, forums, blogs and reviews.
It goes beyond monitoring, which counts mentions: it interprets what people say, in what mood (sentiment analysis, which separates a positive judgement from a negative one) and from which groups of people, and turns conversations into decisions on product, communication and customer service. It works on public content, so without intruding on people's private sphere. It was born with Web 2.0, when conversations about brands became public and searchable, and became an industry with dedicated platforms, some of them European, such as the British Brandwatch (2005) and the Luxembourg-based Talkwalker (2009). Today artificial intelligence can also read images, video and irony, which early keyword-based analysis misunderstood.
Source: Manuale del Cosmetologo, capitolo 3.6, Tecniche Nuove.
An example
A cosmetics brand notices many people complaining online about the same difficulty opening a bottle, and changes the cap before the problem reaches the reviews in its online shop.
What are your business challenges?
Tell us about your priorities and the objectives you want to reach.
You will receive a free, targeted answer within one working day.