{"id":34104,"date":"2023-11-02T23:51:02","date_gmt":"2023-11-02T23:51:02","guid":{"rendered":"https:\/\/www.rivaliq.com\/?p=34104"},"modified":"2024-03-07T02:57:49","modified_gmt":"2024-03-07T02:57:49","slug":"social-listening-strategy","status":"publish","type":"post","link":"https:\/\/www.rivaliq.com\/blog\/social-listening-strategy\/","title":{"rendered":"How to Create a Powerful Social Listening Strategy"},"content":{"rendered":"<p><strong>Consumers are quick to share their thoughts and opinions online, so it\u2019s important to listen to what they have to say.\u00a0<\/strong><\/p>\n<p>All of the data your brand needs to better understand your audience, keep tabs on industry trends, and make better business decisions can be found on social channels \u2014 but you need a social listening strategy to help you uncover it all.<\/p>\n<p>Whether you\u2019re new to social listening or need a quick refresher, let\u2019s go over the benefits of integrating it into your marketing efforts and how to create a powerful social listening strategy for your brand.<\/p>\n<h2>How to Create a Social Listening Strategy in 5 Steps<\/h2>\n<p><a href=\"\/blog\/social-listening\/\" target=\"_blank\" rel=\"noopener\">Social listening<\/a> is the process of analyzing and interpreting online conversations relevant to your brand, your product, or your industry even if your brand or product isn\u2019t directly mentioned.<\/p>\n<p>To make sure you\u2019re paying attention to the right conversations, you need a social listening strategy to use as a guide. Keep these key components of a social listening strategy in mind if you want to meet your goals.<\/p>\n<h3>1. Set a specific social listening goal<\/h3>\n<p>As with any successful strategy, the first step is to set a specific goal that you want your social listening strategy to achieve. Without a goal, your strategy will lack direction and you won\u2019t know where to focus your efforts.<\/p>\n<p>What do you hope to achieve with your social listening strategy? Do you want to better understand your potential customers or do you want to gain insights into industry trends and competitor data? Here are some examples of social listening goals you may want to achieve:<\/p>\n<ul>\n<li>Improve customer sentiment and experience<\/li>\n<li>Develop content, product, or marketing ideas<\/li>\n<li>Discover new audiences to target<\/li>\n<li>Increase brand partnerships and influencer relationships<\/li>\n<\/ul>\n<p>If your biggest goal is to improve customer sentiment and experience, then your strategy should focus on gathering as much data on your audience as possible to determine their overall perception and attitude toward your brand. Or perhaps your goal is to find and connect with more influencers. In this case, you could keep your eye on people who organically mention your brand or product \u2014 or influencers who mention your competition.<\/p>\n<h3>2. Identify the key metrics<\/h3>\n<p>Within those goals, there are several <a href=\"\/blog\/social-listening-metrics\/\" target=\"_blank\" rel=\"noopener\">social listening metrics<\/a> you can focus on. The key is to figure out which ones make the most sense to track for the goals you set. At Rival IQ, our top social listening metrics include:<\/p>\n<ul>\n<li>Sentiment<\/li>\n<li>Mentions<\/li>\n<li>Post volume<\/li>\n<li>Share of voice (SOV)<\/li>\n<li>Impressions<\/li>\n<li>Reach<\/li>\n<li>Engagement rate<\/li>\n<\/ul>\n<p>While you\u2019ll likely want to track all of these through your social listening efforts, there are some you may want to focus on more than others. For example, if one of your primary social listening goals is to improve brand perception, then you\u2019d want to focus on <a href=\"\/blog\/sentiment-analysis\/\" target=\"_blank\" rel=\"noopener\">sentiment analysis<\/a> in your strategy.<\/p>\n<p>Sentiment analysis involves analyzing posts, mentions of your brand, and online conversations to understand people\u2019s attitudes and general feelings toward your brand. You can do this on a high level or conduct sentiment analysis for individual campaigns or products.<\/p>\n<h3>3. Choose a social media tool<\/h3>\n<p>To execute your social listening strategy, you need a comprehensive social listening tool that aligns with your goals. No matter how big or small your marketing budget is, there are a range of social listening tools that can be helpful for your strategy. Here are some of our favorite social listening tools:<\/p>\n<ul>\n<li><b>Rival IQ:<\/b> No surprise here, but we have to recommend our own <a href=\"\/blog\/social-listening-rival-iq\/\" target=\"_blank\" rel=\"noopener\">social listening tool<\/a>. Social listening is integrated throughout the app, which is built through the lens of competitive analysis. If you want to listen to your competition alongside your own brand\u2019s mentions, social conversations, and more, then create a landscape and tap into our social listening capabilities.<\/li>\n<li><b>Quid: <\/b>If you\u2019re looking for an enterprise-level social listening tool, <a href=\"https:\/\/www.quid.com\/\" target=\"_blank\" rel=\"noopener\">Quid<\/a> offers comprehensive consumer and market intelligence from all sources of the internet \u2014 from social channels to forums and blogs to news sites.<\/li>\n<li><b>Mention: <\/b><a href=\"http:\/\/www.mention.com\/\" target=\"_blank\" rel=\"noopener\">Mention<\/a> monitors online media, brand mentions, and audience insights and compiles everything into one easy-to-track dashboard.<\/li>\n<li><b>Twitter (X): <\/b>Despite the recent changes on <a href=\"https:\/\/twitter.com\/\" target=\"_blank\" rel=\"noopener\">Twitter<\/a> (now X), it remains a valuable tool for staying tapped into current conversations and budding trends.<\/li>\n<li><b>Google Alerts: <\/b>You can use <a href=\"https:\/\/www.google.com\/alerts\" target=\"_blank\" rel=\"noopener\">Google Alerts<\/a> to set up real-time notifications (sent to your inbox) for articles and keywords that mention your brand, your competitors, or anything else you want to track.<\/li>\n<\/ul>\n<p>Check out this round-up if you\u2019re looking for a more detailed breakdown of the <a href=\"\/blog\/top-social-media-listening-tools\/\" target=\"_blank\" rel=\"noopener\">best social media listening tools<\/a>.<\/p>\n<h3>4. Conduct competitive analysis<\/h3>\n<p>One of the key differences between social listening and social monitoring is taking a look beyond your own brand mentions and seeing what the competition is doing \u2014 and how they\u2019re being perceived \u2014 online.<\/p>\n<p><a href=\"\/blog\/social-media-competitive-analysis\/\" target=\"_blank\" rel=\"noopener\">Conduct a competitive analysis<\/a> to see how your current social channels, online presence, and brand perception compare to similar brands. To get started, think back to your primary social listening goal. If your goal is to improve customer sentiment, then analyze what the overall sentiment is for your competitors. If it\u2019s more positive than yours, dig into what consumers are saying about them. Maybe they applaud their customer service or perhaps people love their mission. Whatever insights you\u2019re able to pick up on, you can use that knowledge to highlight similar elements of your own brand.<\/p>\n<h3>5. Create a response plan for social monitoring<\/h3>\n<p>If your goal is to improve your brand management and be proactive about potential PR crises, then a response plan is critical. Social listening and social monitoring should work together. This means that your social listening strategy needs to include a plan of action for how your team conducts social monitoring and how your social listening efforts play a role.<\/p>\n<p>For example, the team behind Postmate\u2019s Twitter account responded to this tweet from a concerned customer even though the tweet doesn\u2019t directly mention the brand (note: Uber owns Postmates after acquiring it in 2020). This is a great example of being proactive when it comes to monitoring online conversations to prevent potential crises or backlash.<\/p>\n<p><a href=\"https:\/\/twitter.com\/Amyyehia\/status\/1714008931079471559\"><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34105 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-postmates-700x575.png\" alt=\"A Twitter interaction between Postmates and a customer demonstrates Postmates has a social listening strategy.\" width=\"700\" height=\"575\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-postmates-350x287@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-postmates-300x246.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-postmates-1024x840.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-postmates-100x82.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-postmates-350x287.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-postmates-1170x960.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-postmates.png 1194w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<p>To stay on top of conversations or comments that involve your brand but don\u2019t directly mention you, compile a list of search terms, keywords, or brand names that you want to monitor. Then, use your social listening tool to track them and be alerted anytime they\u2019re brought up online. Setting up a system like this ensures you and your team can address potential crises or negative conversations before they take off.<\/p>\n<h2>Social Listening vs. Social Monitoring<\/h2>\n<p>Before you dive into creating your social listening strategy, it\u2019s important to understand the difference between social listening and social media monitoring.<\/p>\n<p>As we mentioned earlier, <a href=\"\/blog\/social-listening\/\" target=\"_blank\" rel=\"noopener\">social listening<\/a> involves tracking and analyzing online conversations,\u00a0 even if your brand or product isn\u2019t directly mentioned. Social monitoring is when you keep tabs on direct mentions or tags of your brand.<\/p>\n<p>While the two go hand in hand, the key differences between listening and monitoring are perspective and context. Social monitoring is important for real-time actions and direct communication such as responding to customer service questions or concerns. Social listening, on the other hand, is about reading between the lines and translating relevant online conversations into actionable takeaways.<\/p>\n<p>To give you a better idea of how this works, take a look at this interaction between <a href=\"https:\/\/twitter.com\/WarbyParker\" target=\"_blank\" rel=\"noopener\">Warby Parker<\/a> and a customer. Customer inquiries like this are common on Twitter and Warby Parker is quick to ensure customers have access to a discount code they can use right away. Warby Parker\u2019s prompt response is an example of social media monitoring in action.<\/p>\n<p><a href=\"https:\/\/twitter.com\/ChasidyTischer\/status\/1709268690108072239\"><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34106 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-warby-parker-700x679.png\" alt=\"A customer service interaction between Warby Parker and a customer on Twitter. This conversation is an example of social media monitoring and social listening. \" width=\"700\" height=\"679\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-warby-parker-350x339@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-warby-parker-300x291.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-warby-parker-1024x993.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-warby-parker-100x97.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-warby-parker-350x339.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-warby-parker-1170x1135.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-warby-parker.png 1190w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<p>Social listening comes into play if Warby Parker were to take a look at recent customer interactions and identify patterns or opportunities to better understand customer sentiment. For example, a social listening strategy could help Warby Parker notice that questions about discounts come up often. To solve this, the glasses brand could make their discounts more discoverable to Twitter users by adding a discount code to their bio or pinning a tweet at the top of their page.<\/p>\n<p>Social listening is about understanding brand perception and customer sentiment and acting on those findings.<\/p>\n<h2>The Benefits of Social Listening<\/h2>\n<p>As a data-driven marketer, social listening should be integrated into your overall marketing strategy. Social listening not only guides your actions and content on social but also helps you uncover data related to your target audience, industry trends, brand perception, and more. Here are some ways that your brand can benefit from a social listening strategy.<\/p>\n<h3>Audience insights<\/h3>\n<p>One of the biggest benefits of social listening is that it helps you get to know your audience on a deeper level. When you listen to online conversations your audience is having, you can pick up on their language, interests, and behaviors beyond the surface-level feedback you may get through direct interactions like mentions and comments.<\/p>\n<p>For example, using <a href=\"\/product\/social-listening\/\" target=\"_blank\" rel=\"noopener\">Rival IQ\u2019s social listening tool<\/a>, we can see the popular terms, phrases, and emojis used in posts about <a href=\"https:\/\/fentybeauty.com\/\" target=\"_blank\" rel=\"noopener\">Fenty Beauty<\/a>. It\u2019s no surprise that Fenty\u2019s famous founder is mentioned the most in people\u2019s posts, but we can also see that the term \u201cNEW\u201d is used often, too. This could indicate that Fenty\u2019s customers and fans tend to be excited and post more when a new product launches.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34107 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-popular-terms-700x558.png\" alt=\"Rival IQ's social listening tool populates popular terms used in social posts about Fenty Beauty.\" width=\"700\" height=\"558\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-popular-terms-350x279@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-popular-terms-300x239.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-popular-terms-1024x816.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-popular-terms-100x80.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-popular-terms-350x279.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-popular-terms-1170x933.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-popular-terms.png 1174w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>What\u2019s helpful about Rival IQ\u2019s social listening tool is that you can also see which emojis are most used in your audiences\u2019 posts. This not only gives you a sense of the general sentiment around your brand, but also lets you know how your audience talks online. You can then use this to inform the tone of your own content so you can interact with your followers in a way that resonates with them.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34108 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-popular-terms-word-cloud-700x282.png\" alt=\"A word cloud with popular terms used in social media posts about Rihanna's brand Fenty Beauty.\" width=\"700\" height=\"282\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-popular-terms-word-cloud-350x141@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-popular-terms-word-cloud-300x121.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-popular-terms-word-cloud-1024x412.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-popular-terms-word-cloud-1536x618.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-popular-terms-word-cloud.png 2048w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-popular-terms-word-cloud-100x40.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-popular-terms-word-cloud-350x141.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-popular-terms-word-cloud-1170x471.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-popular-terms-word-cloud-700x282@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h3>Campaign measurement<\/h3>\n<p>You can also use social listening to measure the success of a campaign, whether you\u2019re launching a new product, announcing a partnership, or hosting an event. While the engagement on your campaign posts gives you a sense of how your followers feel, direct interactions don\u2019t always tell the whole story. Social listening can help you understand the overall sentiment around a marketing campaign based on online conversations that might not directly mention your brand.<\/p>\n<p>For example, let\u2019s take a look at the sentiment around some of Fenty Beauty\u2019s recent campaigns. Below is a word cloud for Fenty Beauty generated in Rival IQ\u2019s social listening tool. The terms are shown in either green or red to represent positive and negative sentiments, respectively. A quick glance reveals that some of the biggest terms (the size indicates the number of posts that contributed to them) revolve around makeup and specific products.<\/p>\n<p>If we look closer, we can also see that terms like \u201ccome to Target\u201d drove positive sentiment. This specific term correlates with the <a href=\"https:\/\/corporate.target.com\/news-features\/article\/2023\/09\/fenty-ulta-beauty-at-target#:~:text=Shop%20Fenty%20Beauty%20plus%20more,delivered%20right%20to%20your%20doorstep\" target=\"_blank\" rel=\"noopener\">announcement that Fenty Beauty launched in Ulta Beauty at Target<\/a> on October 1st. The teams at Target, Ulta Beauty, and Fenty, could tap into their social listening tool to see that this campaign resonated positively online.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34109 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-sentiment-word-cloud-target-700x574.png\" alt=\"A word cloud featuring green and red terms that demonstrate positive and negative sentiment about a Fenty Beauty campaign. \" width=\"700\" height=\"574\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-sentiment-word-cloud-target-350x287@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-sentiment-word-cloud-target-300x246.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-sentiment-word-cloud-target-1024x839.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-sentiment-word-cloud-target-100x82.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-sentiment-word-cloud-target-350x287.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-sentiment-word-cloud-target-1170x959.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-sentiment-word-cloud-target.png 1174w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Another campaign that yielded positive reactions is Fenty\u2019s Holiday Collection, specifically the packaging. The term \u201choliday collection packaging\u201d is listed above as a term with positive sentiment. When we dig deeper into that term, we can see that there were 30 posts in a 30-day period that contributed to the sentiment, all of which are positive. Fenty\u2019s marketing team could then lean into that sentiment by highlighting the packaging when marketing the holiday collection.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34110 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-holiday-700x416.png\" alt=\"A Rival IQ sentiment analysis of a Fenty Beauty holiday campaign. Sentiment analysis is a key component of a powerful social listening strategy.\" width=\"700\" height=\"416\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-holiday-350x208@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-holiday-300x178.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-holiday-1024x609.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-holiday-1536x913.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-holiday-100x59.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-holiday-350x208.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-holiday-1170x696.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-holiday.png 1796w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-holiday-700x416@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h3>Product development<\/h3>\n<p>Listening to conversations online is a great way to inform your product development. There are a couple of ways to do this. One way is to take note of what your followers constantly ask about or mention in your posts. For instance, in the comment section under one of <a href=\"https:\/\/www.livetinted.com\/\" target=\"_blank\" rel=\"noopener\">Live Tinted<\/a>\u2019s Instagram posts, a follower asks if the beauty brand plans on releasing a tinted brow gel. If Live Tinted didn\u2019t already have this in the works, seeing frequent comments like this would prove that they probably should.<\/p>\n<p><a href=\"https:\/\/www.instagram.com\/p\/Cx-vYA6RRUq\/?img_index=1\"><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34111 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-live-tinted-700x276.png\" alt=\"An interaction on Instagram between beauty brand Live Tinted and a customer inquiring about a potential product is an example of social listening.\" width=\"700\" height=\"276\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-live-tinted-350x138@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-live-tinted-300x118.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-live-tinted-100x39.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-live-tinted-350x138.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-live-tinted.png 996w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<p>You can also use your social listening tool to see what ideas come up online. Using that same Fenty Beauty example above, we can see that \u201clip pencil\u201d is one of the positive words that drives positive sentiment when people talk about the brand. Fenty Beauty doesn\u2019t currently carry a lip pencil, so this could indicate that people are interested in one from the beauty brand.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34112 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-sentiment-word-cloud-lip-pencil-700x574.png\" alt=\"A word cloud populated in Rival IQ's social listening tool. The word cloud is for a beauty brand and outlines the word &quot;lip pencil&quot; in green which indicates people on social are talking postively about it.\" width=\"700\" height=\"574\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-sentiment-word-cloud-lip-pencil-350x287@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-sentiment-word-cloud-lip-pencil-300x246.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-sentiment-word-cloud-lip-pencil-1024x839.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-sentiment-word-cloud-lip-pencil-100x82.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-sentiment-word-cloud-lip-pencil-350x287.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-sentiment-word-cloud-lip-pencil-1170x959.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-fenty-sentiment-word-cloud-lip-pencil.png 1174w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n\n<div class=\"blog-inline-cta-image light\" >\n  <img src=\/wp-content\/uploads\/2020\/03\/why-benchmark-woman-jumping.png>\n  <div class=\"cta-wrapper\"> <p>\n   Tap into powerful social listening insights with Rival IQ.  <\/p><a class=\"x-btn ss-light x-btn-global\" target=\"_blank\" href=\/signup\/ style=\"\">Start your free trial <\/a><\/div>\n<\/div>\n\n\n<h3>Industry trends<\/h3>\n<p>Social trends come and go within a day or two, so it can be a challenge to stay on top of them if you\u2019re a solo marketer or on a small team, let alone decide whether or not to participate. Social listening tools can help with this by gathering data on industry trends so you don\u2019t have to do all of the research yourself.<\/p>\n<p>The data below shows the trending topics and hashtags used by brands in the beauty industry. Discovering these trending hashtags and topics can help you identify potential content ideas. For instance, one of the most engaging hashtags in this set is #ASMRUnboxing with a 23.3% engagement rate by follower.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34113 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-beauty-popular-topics-markup-700x370.png\" alt=\"In Rival IQ, you can see popular topics and hashtags used by brands in your industry to help inform your social listening strategy.\" width=\"700\" height=\"370\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-beauty-popular-topics-markup-350x185@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-beauty-popular-topics-markup-300x159.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-beauty-popular-topics-markup-1024x541.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-beauty-popular-topics-markup-1536x812.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-beauty-popular-topics-markup-100x53.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-beauty-popular-topics-markup-350x185.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-beauty-popular-topics-markup-1170x619.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-beauty-popular-topics-markup.png 1918w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-beauty-popular-topics-markup-700x370@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>ASMR (autonomous sensory meridian response) is the tingling sensation that can be triggered by soft noises like whispers and has been popularized by YouTube and TikTok creators. Here\u2019s an example of an ASMR unboxing video:<\/p>\n<div class=\"fve-video-wrapper fve-image-embed fve-thumbnail-image youtube\" style=\"padding-bottom:75%;\">\n    <iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/Tn4guXJZ4wU?wmode=transparent&#038;modestbranding=1&#038;autohide=1&#038;showinfo=0&#038;rel=0\" width=\"100%\" height=\"100%\" frameborder=\"0\" webkitAllowFullScreen mozallowfullscreen allowFullScreen><\/iframe>    <\/div>\n<p>&nbsp;<\/p>\n<p>As a beauty brand marketer, you could use this insight to create your own ASMR unboxing content for TikTok, Instagram, or YouTube. You could also partner with one of these ASMR creators and send them a box of products for them to feature in their own videos like the one above.<\/p>\n<h3>Identify influencers and brand partnerships<\/h3>\n<p>Another benefit of having a social listening strategy is being able to identify potential partnerships. You may already have an eye on influencers who align with your brand, product, or industry, but you likely found them organically or through outreach. Social listening helps you discover people who may not already be on your radar.<\/p>\n<p>For example, let\u2019s say you want to generate buzz around a new pumpkin spice-flavored lip balm launching in the fall. You can use a tool like Rival IQ to search for the term \u201cpumpkin spice\u201d to see if there are influencers who mention it in their content and could potentially be a good fit to promote your new product. You can also see which brands mention the term a lot. This can help you identify potential competitors or partnerships, depending on the industry they\u2019re in.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34114 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-pumpkin-spice-700x274.png\" alt=\"A list of people and brands often mention the term &quot;pumpkin spice.&quot;\" width=\"700\" height=\"274\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-pumpkin-spice-350x137@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-pumpkin-spice-300x117.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-pumpkin-spice-1024x400.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-pumpkin-spice-1536x601.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-pumpkin-spice.png 2048w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-pumpkin-spice-100x39.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-pumpkin-spice-350x137.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-pumpkin-spice-1170x457.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-pumpkin-spice-700x274@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h3>Keep tabs on the competition<\/h3>\n<p>The same methods you use for your own social listening strategy can be employed for your competitors. Use social listening to stay on top of what similar brands are doing in regard to product development, customer relations, and marketing strategy. You can also identify opportunities to differentiate your brand from the rest.<\/p>\n<p>To do this, you can organically track what the competition is doing online, or you can use a social listening tool that automatically collects and analyzes data from your competitors. Tracking their activity and data alongside your own brand monitoring helps you get side-by-side insights into <a href=\"\/blog\/competitive-benchmarks-social-media\/\" target=\"_blank\" rel=\"noopener\">how you\u2019re performing in relation to similar brands<\/a> in your industry.<\/p>\n<p>Here\u2019s an analysis of Live Tinted\u2019s social media posting activity compared to other beauty brands. The visual breakdown of posts per week and on which channels could help Live Tinted decide where to focus their efforts if they wanted to match the posting frequency of their competition.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34115 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-live-tinted-activity-700x162.png\" alt=\"A graph in Rival IQ's social listening tool that compares a brand's cross-channel activity to its competitors.\" width=\"700\" height=\"162\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-live-tinted-activity-350x81@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-live-tinted-activity-300x69.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-live-tinted-activity-1024x237.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-live-tinted-activity-1536x355.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-live-tinted-activity.png 2048w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-live-tinted-activity-100x23.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-live-tinted-activity-350x81.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-live-tinted-activity-1170x270.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-live-tinted-activity-700x162@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h2>Social Listening Strategy Best Practices<\/h2>\n<p>A social listening strategy is only as good as you make it \u2014 as in, it\u2019s not enough to just create a strategy and let it work on its own. As you\u2019re putting your social listening strategy into action, keep these best practices in mind to get the most out of your efforts.<\/p>\n<h3>Set up alerts<\/h3>\n<p>Online conversations move fast. As soon as a trend, conversation, or sentiment is out there \u2014 good or bad \u2014 it can easily gain traction. The only way to ensure your brand stays ahead of these conversations is to get real-time notifications about changes or trends within your industry. You can set up Google Alerts for your brand name, competitor brands, or industry topics to get notified as soon as something newsworthy crops up.<\/p>\n<p>If you use Rival IQ, you can also set up custom alerts that are delivered straight to your inbox. You can set up alerts for a range of updates that are important to you including stand-out posts, trending topics and hashtags within your industry, or even when your competitors change their bio.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34116 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-beauty-bios-700x274.png\" alt=\"The TikTok bios for 8 beauty brands, as shown in Rival IQ.\" width=\"700\" height=\"274\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-beauty-bios-350x137@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-beauty-bios-300x117.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-beauty-bios-1024x401.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-beauty-bios-1536x602.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-beauty-bios.png 2048w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-beauty-bios-100x39.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-beauty-bios-350x137.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-beauty-bios-1170x458.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-beauty-bios-700x274@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h3>Filter out the noise<\/h3>\n<p>As important as social listening is to a brand\u2019s marketing success, you don\u2019t need to tune into *everything* that\u2019s being said online. One key to effective social media listening is understanding how to hone in on the important metrics and filter out the rest.<\/p>\n<p>What you focus on and what you choose to filter depends on your social listening goals. For example, maybe one of your goals is to find new audiences to reach. If your current audience spends a lot of time on Twitter, then you probably don\u2019t want to analyze data from that channel for this particular goal. You could filter that data out and instead focus on YouTube or forums.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34117 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-media-strategy-filter-700x283.png\" alt=\"Rival IQ's social listening tool allows you to filter out different online sources when pulling data for your social listening strategy.\" width=\"700\" height=\"283\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-media-strategy-filter-350x141@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-media-strategy-filter-300x121.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-media-strategy-filter-1024x413.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-media-strategy-filter-1536x620.png 1536w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-media-strategy-filter.png 2048w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-media-strategy-filter-100x40.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-media-strategy-filter-350x141.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-media-strategy-filter-1170x472.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-media-strategy-filter-700x283@2x.png 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h3>Measure your results<\/h3>\n<p>Like the rest of your social media strategy, your social listening efforts should always be measured. Use your original objective and KPIs to track your results and determine if you\u2019re meeting your goals or if you need to make adjustments.<\/p>\n<p>If your goal was to improve customer sentiment over a set period of time, then track your progress month to month. In Rival IQ, you can track your brand\u2019s net sentiment per day which helps you visualize how the sentiment around your search terms has changed over time.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34118 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-net-sentiment-700x559.png\" alt=\"Two graphs in Rival IQ that show post activity and sentiment changes over time.\" width=\"700\" height=\"559\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-net-sentiment-350x280@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-net-sentiment-300x240.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-net-sentiment-1024x818.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-net-sentiment-100x80.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-net-sentiment-350x280.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-net-sentiment-1170x934.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/10\/social-listening-strategy-net-sentiment.png 1172w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h2>Wrapping it Up<\/h2>\n<p>A social listening strategy is essential for every brand. When social listening is done right, it not only impacts your social performance but also informs your overall marketing strategy and can influence major business decisions. For social listening to be effective, you have to take an active role by setting specific goals, identifying the KPIs that you want to measure, and regularly monitoring and analyzing online conversations. The data is there \u2014 you just have to know what to listen for.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Consumers are quick to share their thoughts and opinions online, so it\u2019s important to listen to what they have to say.\u00a0 All of the data your brand needs to better understand your audience, keep tabs on industry trends, and make better business decisions can be found on social channels \u2014 &#8230;<\/p>\n","protected":false},"author":83,"featured_media":34120,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[98,24],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v22.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Create a Powerful Social Listening Strategy | Rival IQ<\/title>\n<meta name=\"description\" content=\"Are you paying attention to the right conversations on social media? Here&#039;s how to create a social listening strategy for your brand.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rivaliq.com\/blog\/social-listening-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Create a Powerful Social Listening Strategy\" \/>\n<meta property=\"og:description\" content=\"Are you paying attention to the right conversations on social media? 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