Social Listening 101: Why Is It Important?

Social Listening

What is social listening? 

Sounds like something scary? Like your every move is under surveillance and is being listened to? No, no, not at all. This article aims to clear up such misunderstandings and tell you more about social listening, and why it’s important for all businesses – big and small.

Social listening is a form of digital intelligence that tracks publicly available information and conversations in an effort to understand what your consumers’ preferences are. This can be found in various forms (not limited to) such as public online forums, influencer blogs, Facebook comments, news articles, etc. 

Now why is that important?

In 2019, a study reported that there are 3.96 billion people on social media, with each user being active on an average of 9 social platforms. With the current accessibility to the internet and a growing youth population, you can expect an even greater increase (19%) for unique netizen growth. Essentially, you are looking at the world’s largest data group for businesses to tap into for insights and information. 

Here is a generic overview of why social listening is important for your business. (We’ll cover some topics in more detail in our upcoming blog posts – stay tuned for more!)

1. Consumer & Audience Insights

Surveys, focus groups, and feedback forms are great ways to obtain consumer feedback… But what about what they’re saying behind your back? From Twitter to online forums, social media is where most of your consumers’ conversations are taking place. Through social listening, your brand can easily keep track of all these conversations in one dashboard, and uncover what they love, hate, and can’t stop talking about.

The Word Cloud in 20/Twenty is a great way to find out what people are discussing around a topic of interest:

Word Cloud from 20/Twenty - Social Listening Insights

2. Campaign Tracking

There’s no way to prove success unless you can measure it – which is why it is so important to be on top of your campaign performance. CPCs and CTRs may be useful when you are considering digital metrics, but what about the nuanced details that will help ensure the success of your next campaign? Social listening can help answer some of the most important questions about your campaign’s performance, such as:

  • How many people were talking about the campaign?
  • What did people say about the campaign?
  • Did the campaign generate more positive, negative, or neutral sentiments?
  • Which channels were most of the mentions coming from?

3. Competitive Tracking

With competitive analysis and research, one of the most important figures is Share of Voice, to uncover which brand is driving the most conversations. This is the closest way to track market share which makes it critical in assessing your efforts.

One of the many features 20/Twenty offers is the ability to compare the estimated reach, number of mentions, and volume of engagement across different brands. In the chart below, we can see that Chanel has surpassed Dior and Estee Lauder, having a much wider reach and generating the most organic mentions.

Leaderboard & Health Chart in 20/Twenty - Social Listening Insights

4. Industry & Market Trendspotting

Sharing content solely around your brand or products is not enough to keep audiences engaged. Brands are now leveraging on trending content such as the 10 Year Challenge to boost engagement and maintain relevancy with audiences. While most brands play catch up and jump on a trend as it’s peaking, wouldn’t it be more efficient to identify emerging trends before they go viral – keeping your brand ahead of the curve?

While you can pay someone to continually look through social sites and update you with the latest trends and memes, having a social listening tool that updates you on trends that matter will make the content creation process much easier.

For more tips on what trends are worth riding on, check out the trendspotting checklist we curated! Hit 6 out of 10 and you’re good to go.

5. Influencer Opportunities

When it comes to purchasing a product or switching brands, people no longer rely on just advertisements or product reviews. Influencers have become one of the top sources that consumers go to before making a purchasing decision.

If your brand is already engaged with influencers, social listening can help you keep track of the content being shared, and to assess the effectiveness and ROI of each post. Alternatively, if you’re looking for influencers to collaborate with, social listening can identify influential people in your industry who may or may not be talking about your brand or products.

6. Crisis Management & Prevention

From negative reviews to social media blunders, crisis situations like these can make or break a company. Ensuring you have social listening set up is essential to stay on top of negative sentiments about your brand, campaign, or products. After mitigating the issue at hand, you are even able to track the changes of the conversations to ensure everything is handled.

Ultimately, social listening and intelligence can be used in a breadth of situations in order to track and analyse your company’s key objectives. It’s functionality and deep pockets of data can prove invaluable to any company. If you want to find out more, reach out to us at insights@circussocial.com.

TikTok Myths Debunked With Social Listening: Myth #5

Before we delve into the last myth we uprooted with insights from social listening with 20/Twenty, refresh your memory on the first 4, starting with Myth #1: “TikTok is only popular in the West”.

MYTH 5: “Brands can’t track their ROI from TikTok campaigns”

Not anymore! Despite being late to the party, TikTok has recently decided to open up its API integration. This is huge news for a number of reasons:

  • Ability to track and measure the performance of owned content
  • Gain consumer and audience insights by tracking what TikTok users post
  • Staying updated on the latest trends and viral content – allowing for social listening
  • Content inspiration for brands and influencer
  • Influencer identification by spotting engaging content

Key metrics that can currently be pulled in from TikTok include engagement data points such as likes, comments, shares, and views, as well as some information on the post’s author. Our social listening tool, 20/Twenty, helps users make sense of this data in the form of charts and graphs. Using the Conversation Over Time graph available in our Insights section, you can easily pinpoint the days when conversations around a topic of interest spike – indicative that something may be trending.

Social Listening - Conversation Over Time chart - tiktok

Want to compare the volume of conversations on TikTok to other online channels? Our Channel Analysis section offers just that.

Social Listening - Channel Analysis chart-tiktok

Now that we’ve debunked all these myths, don’t you think TikTok is a social media platform worth considering in your upcoming business strategy?

If your brand is already working with TikTok, wouldn’t it be great to have all you need to know about this and other social media platforms in one complete dashboard? Circus Social has recently integrated TikTok as a core platform enabled for full social listening in 20/Twenty.

If you have any questions about tracking TikTok or would like to find out more about 20/Twenty, reach out to us at insights@circussocial.com.

TikTok Myths Debunked With Social Listening: Myth #4

Haven’t read up on the first 3 myths uprooted with social listening? Check out myth 1, 2, and 3 before reading ahead!

MYTH 4: “Promoting your brand on TikTok is a waste of resources”

False! Unlike other social media platforms, TikTok’s algorithm works to promote organic content that is engaging. For instance, if someone makes it through your entire video (which is a strong testament, in this day and age), it will be recommended to four other viewers. This opens up massive opportunities for brands to get on top of the curve – and all it takes is a smartphone and a creative mind.

Fenty Beauty actively posts on TikTok at least 4 times a week, ranging from product swatches to tutorials and comedy skits. One of their best performing posts in July was a best-practices makeup tutorial that was relatively easy to create with little to no post-processing. (Learn how you can track this and more with social listening, here) By having the person in the video apply her make-up while speaking directly to viewers, this gave the video an organic feel. Adding catchy and trending tunes in the background was also a great way to engage viewers.  This video was viewed over 100,000 times and received 19,000 forms of engagement. Most commentators appreciate how easy the guide was to follow, and also shared their own makeup routines.

Social listening - Person doing a makeup tutorial

Fun fact: Jacob Pace, the CEO of Flighthouse, an entertainment brand and production studio, noted that when people try to learn a dance from TikTok, they need to watch the video numerous times. These repeated views are the reason why TikTok continues to recommend dance videos so often. Stay tuned for more insights uncovered on TikTok with social listening from 20/Twenty.

Check out the next interesting myth about TikTok we blasted right here!

TikTok Myths Debunked With Social Listening: Myth #3

Catch up on Myth #1 and Myth #2 before we delve into our next TikTok myth uprooted yet again with insights from social listening!

MYTH 3: “TikTok is just a lip-syncing and dancing app”

While you may be familiar with the likes of the #Savage and #ToosieSlide challenges, there is so much more to the world of this exciting platform, such as product reviews, recipe sharing, comedy skits and more.

Essentially, TikTok is a platform for all creators to not only share their talents, but their views on products, brands, and other topics of interest. For instance, TikTok user @neko_chann’s eyeliner tutorial using Fenty Beauty’s Flyliner garnered a whopping 470K views and over 100K in engagement. With stats this high, this type of organic content is guaranteed to increase brand and product awareness, influence product purchasing decisions as well as its credibility.

We continued to dig deeper with social listening and check out more myths we busted right here with 20/Twenty!

Social listening- Circus Social - Person putting on eyeliner on tiktok

TikTok Myths Debunked With Social Listening: Myth #2

Missed out on the first TikTok myth we debunked with our social listening power tool, 20/Twenty? Visit this blog post. On day 2 of the 5 TikTok Myths We Debunked, we look into:

MYTH #2: “Gen Zers are the only ones who use TikTok”.

While TikTok’s user base is indeed skewed towards the Gen Z demographic, Oberlo’s study of the US market indicates that the number of adults using the app are growing – from 2.6 million in October 2017 to 14.3 million in March 2019.

Number of US adults using TikTok

The demographics of this platform’s users can also vary depending on the type of content being shared. For instance, let’s take a look at users posting content around Fenty Beauty for instance. Using our social listening tool, 20/Twenty, we tracked Fenty Beauty-related TikToks globally and found that most of the content was shared by Millennials in their mid-to-late 20s.

Even senior citizens are on TikTok, and some of them are really popular! Grandma’s Sandy (@sandybepsycho) and Droniak (@grandma_droniak) are TikTok favorites, with more than 38 million & 7 million accumulated likes respectively. Grandma Sandy shares content with her grandson and hops on dance trends, while Grandma Droniak is well-known for her “A Day In My Life” videos and humorous use of lingos such as lit and glow-up.

TikTok Myth 2: “Gen Zers are the only ones who use TikTok” - Social listening with 20/Twenty


We’ve busted another myth, check it out right here!

TikTok Myths Debunked With Social Listening: Myth #1

If you’ve spent the better part of the past 6 months staying at home, chances are you’ve heard of (or tried) one of the many dance challenges shared on TikTok and the rest of social media. We’re here to uncover more about happenings on this platform with a social listening dive!

While learning new moves is certainly a great way to pass time, TikTok offers much more than just that. The app is not just popular with individuals – big brands like Rihanna’s Fenty Beauty have also jumped on the bandwagon. While Fenty’s Instagram page is more refined and filled with carefully-curated content such as official product announcements, their TikTok page is a little more playful, containing makeup-related memes and fun tutorials that earn a high volume of engagement.

Many marketers have assumptions about who should use this platform (“It’s only for kids”) and what you can do with it (“it’s just an app to learn dances”), and Circus Social’s 20/Twenty is here to debunk the top myths we’ve found around TikTok! Keep an eye out as we’ll be debunking one TikTok myth a day this week!

 

MYTH 1: “TikTok is only popular in the West”

False! Ironically, this is the only mainstream social media platform that did not originate from the West. In 2019, Sensor Tower reported that TikTok amassed over 738 million downloads globally. An estimated 190 million of these came from Southeast Asia – that’s 25% of all downloads! Indonesia accounts for the most number of active TikTok-ers in Southeast Asia, sitting at approximately 81 million downloads.

TikTok User Demographics
Image courtesy of BusinessOfApps

There’s more where this came from! Check out more myths busted with social listening here.

National Day 2020 Buzz

While the fight against COVID-19 continues in Singapore, National Day 2020 is still proceeding ahead, albeit on a much smaller scale.

Circus Social analysed conversations from netizens around Singapore to uncover the most discussed topics in relation to NDP 2020. Most Singaporeans commented on the constant sounds of fighter jets flying above their home, and also disapproved of the plan for fighter jets to fly over hospital around the region.

Circus Social's Pre-NDP 2020 Infographic

Check out our coverage of conversations pre-NDP 2019 in this blog post. For more information on how Circus Social’s 20/Twenty does analysis and real-time tracking, reach out to sales@circussocial.com.

#GE2020: Keeping Up With The Elections

Following PM Lee’s speech on June 23rd, it was announced that the 2020 General Election will be held on July 10th. From first time voters voicing their excitement to some questioning the timing of the election, this is the prime time where citizens’ voices are amplified – and social media is the centre stage where all opinions and discussions come to light.

Using 20/Twenty, we analyzed conversations from netizens in Singapore and uncovered their sentiments towards the various political parties, as well as the hot topics of discussion that have risen in the past week.

Circus Social GE2020 Infographic

Keeping track of the latest news and conversations around the General Election may be difficult, which is why Circus Social has launched SGElection Dashboard – a convenient way to keep track of all pre- and post-election conversations across social media. Discover the top conversation themes, netizens’ sentiments towards candidates, the most discussed political parties and candidates, and more – all in one dashboard.

If you’re interested in staying updated on conversations surrounding GE2020, reach out to our sales team at sales@circussocial.com.

Phase 2: What Have Singaporeans Missed The Most?

When Phase 2 was finally announced on June 15th, netizens in Singapore wasted no time in sharing the exciting news with friends and family. With rules and restrictions eased slightly, people may now partake in many of the social activities that were halted during the circuit breaker period, such as going to the gym and dining in at restaurants.

Using 20/Twenty, we uncovered what netizens in Singapore were most excited about in Phase 2. Unsurprisingly, a quarter of netizens were most excited about getting their bubble tea fix. Read more below:

Circus Social Phase 2 Infographic

For more information on how Circus Social does analysis and real-time tracking, reach out to sales@circussocial.com.

YouTube Updates & What It Means For You

YouTube Updates and What It Means For You

WHAT’S THE YOUTUBE API UPDATE ALL ABOUT?

YouTube has recently made updates to its API policies related to user privacy  user experience. Read below to get an overview of what these YouTube updates are and how we are making changes in 20/Twenty to make YouTube Analytics better for you. 

YouTube Updates & What It Means For You
Source: The Daily Rind

WHAT ARE THESE CHANGES?

  • Better Viewing experience – Guaranteed
    We are making the YouTube viewing experience better by having a High definition and magnified video player right within our platform. We are sure you will love it. 
Enhanced YouTube Embedded Player For Better Viewing Experience
Source: 9lessons.info
  • More Accessible Information On YouTube User & Data Policies
    We have  updated our Privacy Policy and also included more information on what type of YouTube data we can track and store.
  • Dedicated Analytics Section for YouTube Data
    We have a new dedicated analytics section just for YouTube data.
  • YouTube Metrics On A Per Channel Basis
    Get metrics such as likes, comments and views on a per channel basis instead of just an aggregate so you can also compare channel performance with ease.
  • Focused Insights
    Get more with YouTube Integrated analytics on 20/Twenty!
    Source: YouTube Studio

     

    Get the most out of your YouTube data and it’s universe with more information. This includes earlier unavailable data on subscriber gain and loss, audience demographics and viewing metrics and behaviors with 20/Twenty’s soon upcoming YouTube Analytics section. Stay tuned for it’s launch and get in touch with your Account Manager for more information.

  • Limited Access To Historic YouTube Data
    As per YouTube policies, 20/Twenty will only store YouTube data upto 30 days. Data beyond 30 days will not longer will available.

All in all, Circus Social and 20/Twenty are all geared up and ready to launch some exciting features to help you make the best of these YouTube updates, more enhanced social media analytics, and stay ahead in all your social tracking needs.

Have questions or want to learn more? Simply get in touch with us HERE or write to us at info@circussocial.com. You can also contact your Account Manager for a speedy response.