The Listening functionality permits to collect messages in the social networks matching with content relevant for some of the installed social channels. It allows to capture conversations taking places outside of your community of followers to get a complete overview of your social media activity or the buzz associated with topics relevant for your business.
Our listening is restricted to Twitter and Youtube, this means that we are not scanning content available in other social networks, the web, blogs, forums, magazines, etc. Anyhow we point out that Twitter is the main source of most of the relevant mentions publicly available in the web. Any web portal, magazine or important blog usually diffuse the news via Twitter anyhow.
Depending on the characteristics of privacy of each social network (Twitter is generally the most generous social network, in terms of amount of public data that we can extract) we can provide smart insights about the content and the users who share it:
- Volume of messages
- Impressions / Reach
- Unique users (contributors)
- Gender & location of users
- Influencers and most active users
- Clipping of top content
Some typical useful cases of listening include:
- #Hashtag campaign / contest: it's very popular to use #hashtags associated to a communication campaign, special offer or contest.
- Online reputation monitoring: users can talk about a brand without explicitly @mentioning it, so in this case Social Elephants wouldn't generally get the content. Setting up a tracking of keywords associated to your brand you can fetch extra content to get a complete overview with the certainty to detect any digital crisis in time to react.
- Lead generation: it's possible to track keywords or expressions relevant to your business to identify potential future customers (example: "I want a pizza").
- Influencers detection: tracking some specific topics of interest you can detect users particularly active and filter them by their influence.