What types of insights can I get from Social Listening?

This feature is only available for Social Listening customers.

While there are many use cases for Sprout’s Listening tool, some of the most common among Listening customers are Crisis Management, Industry Insights and Market Research, Competitive Insights, Brand Health and Campaign Analysis. In this article, we’ll highlight some ways you can use Listening to monitor critical conversations and gain valuable insights.

Crisis Management

Early detection is essential for having your best foot forward during a crisis. Missing out on early warning signs or not understanding the full extent of a crisis can be the difference between managing a crisis and having it ruin you. 

Sprout's Listening sets up users for early crisis detection, whether by identifying spikes, changes in sentiment or unfamiliar trending words. Social listening enables users to track the growth of conversations and understand why people are upset.

You can use Listening to change product roadmaps in response to a crisis or controversy. The insights and agility of topic creation within Sprout set up leadership, PR and legal teams with the information they needed to best handle a crisis.


Industry Insights

Keeping a close tab on your industry is essential for businesses to stay informed and competitive within their market. Monitor new trends and relevant parts of a conversation by tracking themes within an industry, including specific products, companies or controversies. Analyzing top words and subjects within an industry can also reveal new relevant themes.

You can use Listening to inform executives about industry trends. Executives can then use those insights to make better-informed business decisions and increase sales.


Market Research

Market research is expensive and time-consuming in traditional channels. Social Listening gives you access to millions of conversations across social networks and the web. Use Sprout’s topic creation tools, themes and data visualizations to quickly glean insights. You can share Listening Insights with stakeholders, even if they aren’t Sprout users.


You can use Listening to research areas of possible market expansion and answer questions about specific audiences. Listening gives you insight into conversations and trends that may otherwise be hidden.

Competitive Analysis

Monitoring your competitors is essential in owning your market. With Social Listening, you can track your competitors’ moves to better understand their share of voice and other metrics. The Competitive Analysis template helps you track relevant industry terms, top conversation trends and content among your competitors.

You can use Listening to track campaigns, sentiment, share of voice and gain content inspiration from competitors. By identifying new conversations among competitors, you can respond and increase market share faster.


Brand Health

Keep track of how people are talking about your brand, your products and your leadership team. Social listening helps you understand how people perceive and discuss your brand. These insights can inform your brand team, product team, leadership, Human Resources, content team and customer service.

You can use Listening to monitor new trending types of conversations, analyze sentiment, gather product feedback, identify brand influencers and understand the high-level themes associated with your brands.


Campaign Analysis

Campaign reporting helps social media teams understand the true impact of a campaign. Using Social Listening, you can understand the volume of conversation from your initiative, measure the response and uncover top trends and subjects within the conversation.

You can use Listening Topic Insights to understand activity around marketing campaigns, events and product launches. You can also use this analysis to identify the most influential people talking about a campaign and find potential brand ambassadors and influencers for future partnerships.


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