Social Listening Best Practices

Social listening is the process of monitoring social media channels for mentions of your brand, products, competitors and categories. Learn how following Social Listening Best Practices can help power your digital marketing strategy.

How do leading brands incorporate social listening to create successful digital campaigns?

Social Listening Word Cloud

1. They measure objectively

To leverage the power of social listening, it is imperative to understand the business and marketing objectives of the company. This ensures that the relevant topics are being tracked and social listening objectives are aligned to those of the broader business.

Social Listening to Monitor Campaigns and Track IMpact

2. They know their audience

Successful brands listen to understand audience perceptions of their products and brand:

  • What is being said?
  • Where are they saying it?
  • Is the sentiment towards the brand positive, negative or neutral?
  • Are campaigns having the desired impact?

Is their messaging resonating with the target audience?

Social Listening

3. They look to understand the broader landscape

Looking beyond their own brands to understand category and industry trends provides companies with:

  • inspiration for content creation
  • early detection of threats to the brand/business
  • opportunities for growth

Social Listening

4. They have an ‘Always-On’ approach to brand tracking

Real-time monitoring provides an early warning system and helps companies that follow Social Listening Best Practices to manage crisis situations swiftly and decisively. Identifying detractor posts and responding quickly affords the maximum amount of time needed to implement contingency plans and ensures minimal damage to the brand. Successful brands don’t just listen during campaigns – they listen during the ‘quieter’ periods too.

Social Listening

5. They constantly benchmark against competitors

Brands that follow Social Listening best practices learn what their competitors are doing and what people are saying about them online. This real-time intelligence allows companies to understand their own weaknesses, leverage competitor weaknesses and identify opportunities for growth.

Social Listening

6. They utilize data to inform business and marketing strategy

Social listening intelligence can be leveraged to achieve business and marketing objectives in the following ways:

  • Tailored messaging, delivered to target audiences via their preferred channel
  • Testing campaign effectiveness and adjusting campaigns accordingly to maximise performance.
  • Understanding pain points can shape product development, ensuring a better customer experience
  • Identify market entry opportunities

How can Circus Social help?

We hope you find this articles on Social Listening Best Practices Useful.  As leaders in the digital intelligence and social media listening space, we empower brands with real-time insights through our social & news monitoring platform, 20/Twenty.

To find out more about Social Listening Best Practices, or book a demo click here

A Chance Meeting: Social Media Monitoring

I was at a Business School today to attend an event and met a few people from the industry. Here is an interesting conversation I had with somebody I met. Let’s call him Mr. X.

Mr. X – So what do you do?
Ram – I am an entrepreneur and run a software product company called Circus Social. We do social media monitoring and analytics; and have offices in Singapore and Bangalore.

Mr. X – What exactly is social media monitoring?
Ram – In simple terms, we fetch data, and a lot of it, from multiple social networks like Facebook, Twitter, Instagram, Pinterest, Reddit etc. and also from several blogs, forums and news sites. We then process and augment this data (with sentiment, gender, removing spam etc) and allow marketers to get insights from this data. We show them trends, insights, a lot of charts and graphs and allow them to make better business decisions.

Mr. X – So you are a big data company. Sounds like tough work. What kind of business decisions can be made?
Ram – Yes, we are indeed a big data company. Currently, our clients are enterprises, typically marketers, who would like to know their customers better, research their markets, analyse their competitors, identify top influencers, get real time alerts on topics of interest etc. We are also launching our SME product shortly.

Mr. X – So, do you invade people’s privacy? Isn’t this data private?
Ram – We only crawl data that is already publicly available. Anything that is private or protected by you is completely out of bounds for us. We do an incredibly good job of collating all of this data in our platform and marketers find tremendous value in quickly viewing trends from 10,000 feet but also in the ability to drill down to understand the “why” and “how” behind the trends.

Mr. X – Will this be useful for my company?
Ram – If people are talking about your company, your brands or topics that you are interested in tracking, you will definitely find it useful.

Mr. X – Where can I get more information?
Ram – Here’s my business card. Please visit our website https://www.circussocial.com where you can find a lot more information about what we do and a list of some of our clients. You can also sign-up for a free demo.

Mr. X – Sounds good. Thank you!
Ram – You are welcome!

Check out how the 20/Twenty Social Monitoring platform has grown!

Growth of 20/Twenty Social Monitoring & Intelligence Platform – Under the Hood

Growth of 20/Twenty Social Media Monitoring & Intelligence Platform – Under the Hood

We have often been asked about the challenges we faced in scaling up our technology stack to manage big data. I have attempted to address this in this post which is the first of a series of blog posts on this and similar topics.

20/Twenty was created ground-up as the most intuitive and easy to use cloud based (SaaS) Social Media Monitoring & Intelligence platform in the world.   Based on our deep understanding of what marketers needed and the awesome designs we created, we signed up our first client even before the product was officially launched. The pressure to quickly deliver the first version of the product was intense 🙂

From an engineering point of view, there’s a huge amount of data that we pull (Think Big Data!), process, augment and then visualize in the platform all on a near real-time basis. Imagine someone tweeting and it appears on our platform within a few seconds along with augmented information including Gender, Sentiment, Engagement, Spam score etc.

The evolution of 20/Twenty has already seen a few stages of growth. The graph below shows how 20/Twenty data has grown over the last 2 years since our product launch. This is a really cool growth for a startup like Circus Social both from a business perspective as well as from an engineering standpoint. We used several tricks from the books as well as a few practical hacks to ensure our ability to fetch, process, augment and visualize high volumes of data continued to become better, though this journey was not without pain!

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Stage 1

We created over 200 custom marketing applications in our previous avatar at Circus Social working with some of the biggest brands in the world. We used the same open source technologies (PHP / MySQL) to create the first version of 20/Twenty. This worked well and as our data grew in the first few months, we continued to grow vertically by adding more capacity (CPU/RAM).

Most of the queries from the application were read queries whereas a bulk of “write operations” were being performed by our data crawlers. We therefore created an efficient master-slave architecture where the application would read from the slaves and the crawler scripts would write into the master. This worked well in general but the exponential increase in the volume of data meant that certain queries were running extremely slow and impacting the user experience.

Stage 2

Since our data volume was growing exponentially and the relational aspects of the database were not the core of our application, we realized that sooner or later, we would have to move to a NoSQL database. However, the performance issues that were cropping up had to be sorted quickly and without a downtime. We quickly realized that we needed a dedicated search engine and MySQL was not good enough for this purpose.

We explored several options and Elasticsearch came to our rescue here. Elasticsearch is a distributed, RESTful search and analytics engine that centrally stores your data in a manner which can be retrieved / read really fast by your applications. Our awesome tech team deployed this in a matter of days. The improvement in performance was remarkable. The plan worked and we cheered!

Stage 3

Word spread in Singapore and Asia about how good our platform was (and our sales team did a good job too!) and we continued to sign up new clients. The volume of data continued to grow for existing clients as well as new clients. The tech stack of MySQL and ElasticSearch did not let us down but we wanted to create an architecture that would scale infinitely, if there’s a thing like that.

In Stage 3, we moved the core of our database from MySQL to Cassandra (Elasticsearch was now interacting with Cassandra) and the backend code from PHP to Node.js. We also migrated most of our front end code to Angular.js for better performance. This was a major architectural change on a live application being used by several clients so we created a parallel production like environment and ran it parallelly for several weeks to ensure everything was working as desired before switching over.

While we did the above, we continued to work on cool new features on the product and opened up our data API’s to a few clients who wanted a deeper integration with their own applications. Other tools we used during this and other stages were Postman, Github and JIRA.

As we scale further from here, we will probably have newer and more exciting technology challenges and we will keep posting about them. If you are excited to work on some of these, do write to us at joinus@circussocial.com

View KPIs across displays, real-time!

Introducing The Circus Command Centre

The Circus Command Centre made a fantastic debut at the Spikes Asia 2016 conference in Singapore.
This is a perfect solution for viewing your key brand KPI’s across displays. We enable the use of powerful realtime visualizations for your brand dashboards and war rooms, building on our core social intelligence platform, 20/Twenty.

What’s it about?

In a nutshell –

  • A smart display solution for viewing all your important data points
  • Real-time data feeds display
  • Powerful visualisations of data all tailor-made to suit your requirements
  • Seamless integration with your existing dashboards/display solutions

What can you do with it?

  • Daily social media and news monitoring
  • Daily brand health & KPI monitoring
  • Campaign monitoring
  • Data feed display across devices
  • Integrate as an additional powerful input to your existing dashboards
  • So MUCH MORE!

If you would like to book a demo, simply click here and we’ll help you get started.

View all your key KPIs in one custom dashboard - The Circus Command Centre!
Powerful metrics all in one custom. real-time dashboard!

CIRCUS SOCIAL – A DATASIFT PARTNER!


CIRCUS SOCIAL PARTNERS WITH DATASIFT TO GIVE CUSTOMERS ACROSS ASIA ACCESS TO FACEBOOK TOPIC DATA

Circus Social is one of the first companies in Asia to partner with DataSift to provide aggregated and anonymised Facebook topic data.

Funnel FB Topics Data

Singapore- 15th February Circus Social, a leading social data analytics company in Asia, today announced a partnership with DataSift, the Human Data Intelligence provider, to give access to aggregated and anonymous Facebook topic data for customers. This partnership will allow Circus Social to be one of the first social analytics companies in Asia to offer their clients reports, deep insights and access to Facebook topic data.

Facebook topic data is anonymous and aggregated content data about specific activities, events, brand names, and other subjects that people are sharing on Facebook. Marketers can now go deeper in gathering real insights from real audiences and engage with the topics their customers are interested in. Working with Facebook topic data lets companies make business decisions in real-time, in a variety of applications ranging from content discovery to product development and from audience affinity analysis to brand reputation management.

“There is a huge pool of data and insights now available to companies across the globe,” explains Tim Barker, CEO, DataSift. “Our aim at DataSift is to enable organisations to get real business value from this wealth of unstructured data and use the intelligence gained to drive decisions and answer business questions. Facebook topic data provides companies with an in-depth understanding of their key audiences in a privacy-safe way. It’s fantastic that Circus Social is now partnering with us to provide its clients across Asia with access to anonymous and aggregated Facebook topic data.”

“We are one of the first data analytics companies in Asia to offer Facebook topic data, giving our clients and agency partners access to more insightful demographic data” says Ram Bhamidi, Chief Operating Officer, Circus Social. “Circus Social is delighted to announce this collaboration with DataSift and we are looking forward to launching custom reports and Audience Maps based on Facebook topic data.”

To get more information on how to access Facebook topic data with Circus Social, email sales@circussocial.com or visit our website

About Circus Social Pte. Ltd
Circus Social is a social data analytics company that specializes in social intelligence and analytics platforms. With offices in Singapore and Banglalore, India, Circus Social offers a full suite of social analytics services, including but not limited to, social media & digital listening and monitoring, analytics and reporting, and social intelligence and predictive technology. For more information, please visit www.circussocial.com

For Press Enquiries on Circus Social Pte Ltd:
Prerna Pant
General Manager
prerna.pant@circussocial.com
+65 8133 3243