Social Listening
Monitoring what is said about you, your competitors and your category, so you find out about a problem or an opportunity before it reaches your inbox.
Überblick
Most conversation about a brand happens where the brand is not tagged. A complaint in a subreddit, a comparison in a Slack community, a question under someone else's video: none of it reaches you, and all of it shapes what buyers think.
Listening is worth doing when someone acts on it. A dashboard nobody opens is an expensive subscription. We set up the monitoring, define what triggers a response, and route each type of finding to whoever should see it.
Für wen das gedacht ist
- Brands large enough to be discussed without being tagged
- Companies who found out about a problem from a customer forwarding a post
- Teams wanting evidence about competitors beyond their own marketing
Unser Vorgehen bei Social Listening
Die konkreten Arbeitspakete eines typischen Projekts. Der Umfang steht vorab fest, nichts davon taucht später als Überraschung auf der Rechnung auf.
Query design
Search terms including misspellings, product names and the phrases people use instead of your brand name. This is where most listening setups are too narrow.
Coverage beyond social
Forums, review sites, podcasts and news as well as the obvious platforms, since some of the most influential conversation happens off social entirely.
Sentiment with review
Automated scoring with human checking on anything that matters. Automated sentiment reads sarcasm and industry jargon badly.
Competitor and category tracking
What is said about the alternatives, which is often more useful than what is said about you.
Alerting and routing
Rules for what constitutes an alert, who receives it and how fast. Without this, listening produces noise rather than action.
Insight reporting
A periodic read on themes rather than volumes: what people repeatedly praise, misunderstand or ask for.
Vom ersten Gespräch zum gemessenen Ergebnis
Immer dieselbe Reihenfolge, damit Sie wissen, was als Nächstes kommt.
Scope
Agree what you need to know and what you would do about it. That determines what is worth monitoring.
Configure
Build the queries and sources, then tune for a fortnight, because the first version always catches too much or too little.
Route
Set alert rules and destinations so support, product and PR each get what belongs to them.
Report
Regular thematic reporting, with a review of whether anything was acted on. If nothing was, we change what is monitored.
Ergebnisse statt Aktenordner
Ein Stapel Dokumente ist kein Fortschritt. Das hier sind die Veränderungen, die die Arbeit bewirken soll.
Early warning
Finding a growing complaint at ten mentions rather than at five hundred changes what your options are.
Product insight
Unprompted conversation shows what confuses and frustrates people more honestly than research does.
Competitive evidence
What customers say about alternatives is far more reliable than what those alternatives say about themselves.
Findings that reach someone
Routing rules mean insight lands with the person who can act, instead of in a monthly deck.
Häufige Fragen zu Social Listening
Was Kundinnen und Kunden fragen, bevor sie sich melden. Fehlt Ihre Frage, stellen Sie sie uns direkt.
Which social listening tool should we use?
It depends on your sources and budget, and the difference between the major tools matters less than how well the queries are built. A well-configured mid-range tool beats an expensive one with lazy search terms.
Is automated sentiment analysis reliable?
Directionally, for large volumes. Individually, no. It misreads sarcasm, industry shorthand and negation regularly, so anything driving a decision gets human review.
How quickly should we respond to a negative mention?
Within hours for anything visible and gathering traction. But not everything needs a response, and replying to a low-traffic complaint sometimes gives it an audience it would not otherwise have found. That judgement is part of the alert rules.
We are a small brand. Is this worth it?
Often not as a paid tool. At low mention volume, free alerts and checking the two or three places your category actually gathers will find nearly everything. We will tell you when that is the honest answer.
Social Listening im Kopf?
Sagen Sie uns, was sich ändern soll. Passen wir nicht, sagen wir das und nennen Ihnen eine bessere Adresse.
Interessiert Sie das grössere Bild?
Social Listening steht meist neben weiteren Themen aus Social Media & Community. Sehen Sie sich den ganzen Bereich an.