4 Inspiring Social Listening Examples From Brands Doing It Right (2023)

4 Inspiring Social Listening Examples From Brands Doing It Right (1)

Social listening is a marketing tactic that has been around for a while and yet isn’t overused. Or, to be fair, isn’t used that much at all.

Have you ever heard about social listening? If not, I am here to uncover a whole new world for you.

Here’s a social listening definition:

Social listening (also called social media monitoring) means using a tool (e.g., Awario, Mention, Brandwatch) that finds all mentions of your keyword (usually, a brand) or keywords on social media and beyond.

The strategy is usually used to:

  • Improve customer service (reply to brand mentions that you wouldn’t have noticed otherwise).
  • Identify industry trends for product development and marketing campaigns.
  • Manage the brand’s reputation (measure the sentiment around the brand and keep an eye on what people say).
  • Perform competitor analysis and measure share of voice.
  • Find relevant social media influencers.
  • Find “hot” leads on social media.

Having said that, in most cases, brands don’t use social media listening for all of the above. In some cases, they prioritize one goal over another and put their resources into the goals that are considered more important. Other times, brands start with social listening, observe the data, and then decide on where the pain points and exciting possibilities are. As it happens, great discoveries are often made accidentally.

To provide you with real-life examples of how social listening is implemented, I wrote about four brands that I personally love. All of them use social listening in the most inspiring way.

(Video) How to Do "Social Listening" for Your Jewelry Brand

1. Netflix invents Netflix Socks

The social media marketers behind Netflix are very good at what they do. That’s proven by the fact that their social media following keeps growing – Netflix US alone has almost 6 million followers on Twitter. That is the whole population of Colorado! And personally, I think a lot of this success has to do with their Twitter bio:

4 Inspiring Social Listening Examples From Brands Doing It Right (3)

After all, there’s a whole generation that appreciates everything about Gerard Way.

Even this fact alone has to tell you something important – Netflix knows its target audience.

They know key target audience factors: millennial; used to having friends that exist only online; crave attention; do research before purchasing; value peers’ opinions more than that of movie stars; live for humor, self-irony, and sarcasm. And Netflix’s social media marketing team keeps all of that in mind – they post hilarious tweets, re-tweet opinions of users with only a couple of followers, and work with relevant influencers.

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Netflix acts as every Internet user’s best friend. It spreads humor, understanding, and attention. And they use social media listening non-stop, because as they said at the Shorty Awards:

“When we aren’t posting, we’re listening, looking for the new trends igniting the entertainment world”

Through social listening, Netflix found out that many of the people binge-watching the shows were falling asleep. Not many brands would consider that a serious problem, but Netflix obviously saw an opportunity to show that they listen, they care, and they are as creative as a brand can be. So they invented Netflix Socks– smart socks that detect when the user is dozing off, send a signal to the user’s TV and pause the show. This way, no one wakes up to the screen of spoilers and confusion. The product was cheered, went viral, got tons of coverage, and even won a Shorty Award for creative use of technology. Now isn’t that something to learn from?

2. L’Oreal chooses a correct product strategy

L’Oreal isn’t that much about having fun online and entertaining their audience. They take their marketing seriously. It also looks like every digital representative from L’Oreal has at some point spoken about the necessity and fruitfulness of social media listening. Esohe Omoruyi, L’Oreal’s Senior Vice President of Global Open Digital innovation and Business Development, said at Variety‘s Cannes Lions that social listening “is fuelling the product development cycle” by helping the company identify industry trends and showing what consumers are asking for.

While the brand mostly uses social listening for product development, it’s not the only goal that L’Oreal is after. Adrienne Rostaing, Market Insights & Data Manager, said the following in an interview with Brandwatch:

“Social allows us to refocus our actions on the present moment, tracking and adapting in real time to continuously improve the link with our consumers”

Social listening helps the company keep an eye on ratings, reviews, and conversations. L’Oreal believes that as consumers’ path to purchase is becoming more accelerated, it’s important for the representatives of the beauty industry to be everywhere. That’s why they also work closely with bloggers and social media influencers.

4 Inspiring Social Listening Examples From Brands Doing It Right (4)

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The following example illustrates how L’Oreal uses social listening for major brand decisions. When in 2011 the brand was faced with a dilemma of which hair product to develop next (omber, tie-dye, or splat), they turned to social media to discover which trend is the most promising. The company researched YouTube to identify user-generated content and unveil issues and opinions that their customers voice on social media. They identified thought leaders in the industry who could act as influencers. This, together with the analysis of Google trends, helped them make a decision – the company went with the ombre hair color trend and developed L’Oreal Feria Wild Ombre. The product became a huge success and the trend indeed lived on.

3. Fitbit develops “Reminders to Move”

Social media listening is sometimes compared to a tool like Fitbit – something that lets you keep track on what’s going on with your body or your brand and gives you data to work with. Perhaps, digital marketers behind Fitbit knew about that analogy. In any case, Fitbit actively uses social media in their marketing, and it’s definitely working for them.

Like many other employees, Allison Leahy, the ex-director of the community at Fitbit (who now works at Spotify), said that in the online space, “Fitbit is trying to be everywhere you are and more”.

Being everywhere you are and more is the task of a social listening tool. At Fitbit, social listening is used to identify “emerging issues and to troubleshoot and gather information from customers who may be experiencing a certain type of issue”. The company collects ideas from their communities as well, as many Fitbit users have relevant expertise. The best ideas are then brought to the engineering teams.

4 Inspiring Social Listening Examples From Brands Doing It Right (5)

Fitbit highly prioritizes customer care, using social media listening to “resolve all customer issues, provide customers with a little bit more delight from the brand, and give customers a really fast support experience”.

A good example of how the brand uses social listening for product development is the “Reminders to Move” feature – a buzzing reminder that tells the user to get up and move a little bit. This genuinely useful feature (I should know, I never leave the computer without a reminder) was brought to Fitbit by the users themselves. Leahy, as an ex-blogger, understood the value of customer feedback, user engagement, and the power of an online community – a community that knows that the brand listens to them.

4. Taco Bell provides excellent customer care

Taco Bell is one of the most exciting and inspirational brands when it comes to social media. They are one of those brands that do funny interactions with other brands, work with comedians as influencers, and hire programmers to create an engine that does this:

(Video) How to speak so that people want to listen | Julian Treasure

via GIFER

It’s no surprise that Taco Bell is number five on Fast Company’s most innovative social media companies of 2017.

Loads of their ideas come from listening to social media in real time. They use research to create new social media campaigns and product ideas. They always strive to exceed customer expectations. As one of the marketers at Taco Bell said;

“Instead of sitting behind glass and listening to a focus group, we now have access to 20 million consumers and can be inspired by them and connect with them and have real relationships with them”

For Taco Bell, customer service is a top priority that they cater for with social listening. Not only do they retweet every cool thing that’s said about the brand, and often interact with users just for fun, but they also reply to customers’ complaints and value customers’ opinions. For example, when the company’s social media team noticed that the customers are often disappointed with cheese in the Quesalupa, they started sending out emails to restaurants to remind them how to follow the recipe so ensure customer satisfaction. They react instantaneously to such cases with the help of social media listening and ensure quality control amongst the company’s products.

Conclusion

Social listening is what helps brands be “everywhere” in real time. The benefits and implications of such ability are enormous, just like the power of social media itself. It’s up to you and your brand to choose where to direct this power. However, if you don’t know where to start, there are always best practices of brands, such as the ones above, to give you an idea.

Guest author: Alina Gorbatch is an experienced web marketing specialist and content writer at Awario. Follow @BlondeAlina on Twitter.

FAQs

What is an example of social listening? ›

Social media listening helps you better understand what your audience wants from your brand. For example, an existing customer might tweet about how much they love your product. Or you might spot a conversation where people are looking for solutions your product or service could provide.

How brands are using social listening? ›

Social listening is when brands track their social media profiles for conversations related to their business, whether directly mentioned or not. This monitoring is done by searching for business-related keywords, hashtags, or direct mentions and tags.

Why is social listening important for brands? ›

Why is social listening important? Social listening helps companies understand the conversation surrounding their brand and the products and services they offer. It provides valuable consumer data that companies can use to gauge brand awareness and improve their products and services.

How can a brand use social listening to improve their marketing? ›

Empowers You to Improve the Customer Experience

Social listening helps you dig into social mentions and find out what people are actually saying. You can find out which products are mentioned most and the sentiment behind those mentions. You can also learn when brand mentions are negative and why.

What companies listen to their customers? ›

4 Examples of Brands that Listen to Customer Feedback
  • McDonald's: I'm Lovin' Paper Straws. Our use of single-use plastic is a growing concern in the world. ...
  • Tesla: When CEO's Use Twitter. ...
  • Amway: Addressing Controversy Head-On. ...
  • Nike: Taking a Cultural Stand.

How do you start a social listening strategy? ›

Social Listening Strategy Tips
  1. Understand the Value of Social Listening. ...
  2. Identify Goals. ...
  3. Choose the Best Channels. ...
  4. Use A Social Listening Tool. ...
  5. Create An Engagement Plan. ...
  6. Measure Results. ...
  7. Apply What You Learn.
6 Apr 2021

What do you mean by social listening? ›

What is social listening? Social listening is where you track conversations and mentions related to a chosen topic on social media platforms, and then analyze them for insights into what actions you can take that will improve the experience.

How do you socially listen on Instagram? ›

Instagram social listening involves the following three-step process: Creating queries based on your business, hashtags and terms relevant to your industry. Monitoring mentions, tags, comments and interactions. Assessing all of the above to take action.

What are social listening tools? ›

A social media listening tool is a software that monitors and analyzes online conversations about your brand, a specific topic, your competitors or anything else that's relevant to your company. It pulls in mentions of specified keywords and helps marketers analyze these mentions.

Why is listening important for social media success? ›

Focused listening will tell you which social networks your audience is most actively using and help you to analyze sentiment about your brands, products, competitors, or industry. By using social listening to determine your social media strategy, your company will save both time and money.

How do you develop social listening tools? ›

Today, we can actively monitor what the public is saying about our brand or industry. Even better, we can see what's really being said about our brand or industry in real-time.
...
Once logged into Zapier, select Make a Zap.
  1. Step 2: Twitter Scrape. ...
  2. Step 3: Google Sheets Input. ...
  3. Step 4: Finishing Up.
16 Jul 2020

What is social listening in digital marketing? ›

Social listening refers to analyzing the conversations and trends happening not just around your brand, but around your industry as a whole, and using those insights to make better marketing decisions.

How can social media listening increase customer advocacy? ›

It helps you understand your customers better, which will help you create a better customer experience and develop more content that speaks to them. It gives you an opportunity to respond quickly and build trust with your customers by showing them that you're listening and care about their needs and concerns.

How can social media listening boost the corporate image of the brand or company? ›

Social listening lets brands understand the “why” behind every brand mention. This directly translates into actionable insights. It's all about using social data to discover ways to improve your business (marketing, customer service, etc.).

What are the 4 main variables that a business focuses on to meet customers needs? ›

Most business ideas come from an entrepreneur spotting a need for a product or service. There are four main customer needs that an entrepreneur or small business must consider. These are price, quality, choice and convenience.

What are some examples of positive feedback for customer service? ›

Thank you so much for helping out with my customers while I've been away. It's such a good feeling to know that we can take time out when needed and the team are here to not just support our customers but support each other too. “

Can you list examples of firms that think like customers? ›

Starbucks, Nordstrom, Hilton, Amazon and other brands have created the blueprint for customer experience and customer relationship management (CRM), and have shaped customer expectations for brand interactions. In 2021, all companies need to take a radically customer centric approach.

What is social listening and monitoring? ›

Monitoring focuses on a specific company, brand, product, or campaign, while social listening encompasses brand mentions as well as entire categories, industries, occasions, or need states. Listening allows you to understand how people are talking about you, your competitors, and the overall market landscape.

What is an accurate description of social listening tools? ›

What is a Social Listening Tool? A software application used to collect social media data including (but not limited to) social mentions, hashtags, keywords, images and urls.

Which of the following best describes a brand? ›

*The correct answer is C. How a company is perceived by the public. A brand is all about how a company is perceived by the public.

Why is it important to listen to conversations about a brand quizlet? ›

Why is it important to listen to conversations about a brand? Comments can help a company understand how it is perceived and where opportunities may lie. A social media marketing plan does not require monitoring or adjustment during its implementation.

How do I listen socially on LinkedIn? ›

How to do social listening on LinkedIn right?
  1. Join relevant and active groups. Be on trend and learn which groups are out there. ...
  2. Build up your reputation. ...
  3. Create a customer persona profile. ...
  4. Follow your industry leaders. ...
  5. Follow influencers in your industry niche.
21 Jun 2022

Can you do social listening on Facebook? ›

Facebook social listening can be used for more than finding what people are saying about you. You can actually tune in to learn about what they have to say about your competitors as well. This insight can help you identify gaps in your offerings and where you fit in the marketplace.

What is a difference between social listening and social media engagement? ›

Social media monitoring identifies brand mentions on a micro scale, while social media listening occurs on a macro scale to see how customers are talking about your brand, products, and industry — including competitors.

Which tool would you use to carry out social listening to help inform your content marketing strategy? ›

Digimind Social is a leading global social media monitoring and competitive intelligence software that transforms social and online data into actionable consumer and business insights, enabling marketers to effectively plan, execute, and analyze their marketing strategy.

Which is the best social listening tool? ›

A close look at some of the best social listening tools available
  • Brandwatch. Credit: Brandwatch. ...
  • NetBase Quid. Consumer and Market intelligence platform NetBase Quid offers a variety of products, including a Social Listening tool. ...
  • Sprinklr. Credit: Sprinklr. ...
  • Talkwalker. ...
  • Digimind. ...
  • Synthesio. ...
  • Linkfluence. ...
  • Meltwater.

How is social listening measured? ›

Many social listening tools, including Awario, offer sentiment analytics. Essentially, the tool uses language processing algorithms (NLP) to determine whether a social post expresses positive, negative or neutral emotions and then aggregates all this data to show the overall sentiment around your brand and products.

Who uses social listening tools? ›

The 7 Ways Brands Use Social Listening
  • Customer requests, questions, and concerns: 86% (of businesses surveyed)
  • Competition: 77%
  • Brands and products: 75%
  • Industry terms and trends: 61%
  • Industry/brand influencers: 60%
  • Company's name: 55%
  • Company's executives: 44%

What do you mean by social listening? ›

What is social listening? Social listening is where you track conversations and mentions related to a chosen topic on social media platforms, and then analyze them for insights into what actions you can take that will improve the experience.

What is social listening answer? ›

Social listening is the monitoring of your brand's social media channels for any customer feedback and direct mentions of your brand or discussions regarding specific keywords, topics, competitors, or industries, followed by an analysis to gain insights and act on those opportunities.

What are social listening tools? ›

A social media listening tool is a software that monitors and analyzes online conversations about your brand, a specific topic, your competitors or anything else that's relevant to your company. It pulls in mentions of specified keywords and helps marketers analyze these mentions.

What is an accurate description of social listening tools? ›

What is a Social Listening Tool? A software application used to collect social media data including (but not limited to) social mentions, hashtags, keywords, images and urls.

How do you socially listen on Instagram? ›

Instagram social listening involves the following three-step process: Creating queries based on your business, hashtags and terms relevant to your industry. Monitoring mentions, tags, comments and interactions. Assessing all of the above to take action.

How do you develop social listening tools? ›

Today, we can actively monitor what the public is saying about our brand or industry. Even better, we can see what's really being said about our brand or industry in real-time.
...
Once logged into Zapier, select Make a Zap.
  1. Step 2: Twitter Scrape. ...
  2. Step 3: Google Sheets Input. ...
  3. Step 4: Finishing Up.
16 Jul 2020

How do you write a social listening report? ›

Here's your 10-step program to producing your best social listening reports:
  1. Step 1: Establish the Problem You're Trying to Solve. ...
  2. Step 2: Do Preliminary Market Research. ...
  3. Step 3: Write Your Research Questions. ...
  4. Step 4: Build Great Queries + Audience Segments. ...
  5. Step 5: Answer Your Research Questions + Dive into Insight.
10 Jul 2019

What is social listening in entrepreneurship? ›

Social listening is monitoring one or more social media channels for mentions, conversations, and keywords related to your brand, and using those insights to identify opportunities in every facet of your business, from improvements in customer service and company policies to product updates and community activism.

How can social media listening increase customer advocacy? ›

It helps you understand your customers better, which will help you create a better customer experience and develop more content that speaks to them. It gives you an opportunity to respond quickly and build trust with your customers by showing them that you're listening and care about their needs and concerns.

Which is the best social listening tool? ›

A close look at some of the best social listening tools available
  • Brandwatch. Credit: Brandwatch. ...
  • NetBase Quid. Consumer and Market intelligence platform NetBase Quid offers a variety of products, including a Social Listening tool. ...
  • Sprinklr. Credit: Sprinklr. ...
  • Talkwalker. ...
  • Digimind. ...
  • Synthesio. ...
  • Linkfluence. ...
  • Meltwater.

Can you do social listening on Facebook? ›

Facebook social listening can be used for more than finding what people are saying about you. You can actually tune in to learn about what they have to say about your competitors as well. This insight can help you identify gaps in your offerings and where you fit in the marketplace.

Which of the following best describes a brand? ›

*The correct answer is C. How a company is perceived by the public. A brand is all about how a company is perceived by the public.

What are listening tools in marketing? ›

Social listening tools can help you monitor several social media platforms in one place. You can check mentions of your brand, relevant keywords, and direct feedback through tags and DMs. Many of these tools will allow you to post on your social media accounts directly from the dashboard.

Which of the following are potential benefits of using social listening to better understand how customers feel about a brand Select all that apply? ›

Select all that apply. It increases a company's brand awareness to attract new customers It lets consumers know that a company's brand is active It aids in identifying new products and services for a company's brand It increases the.

Why is it important to listen to conversations about a brand quizlet? ›

Why is it important to listen to conversations about a brand? Comments can help a company understand how it is perceived and where opportunities may lie. A social media marketing plan does not require monitoring or adjustment during its implementation.

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