Social Listening &

Monitoring: A
Business Must-Have
 Do you know what
customers are saying
about you?

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Social media isn’t
just for
amplification.
 Social media is
an incredible
listening device.
 83%
of people like when brands respond to
questions.

SOURCE: SPROUT SOCIAL

68%
of people like when brands
join conversations.

SOURCE: SPROUT SOCIAL

 48%
of customers make a purchase with a brand
who is responsive to its customers and
prospects on social media.

SOURCE: SPROUT SOCIAL

Social monitoring
Actively looking for mentions and conversations that
pertain to your brand, your products, your hashtags, your
employees, your competitors, and your customers.
Social listening
How you track, analyze, and respond to conversations
across the internet.
Understanding
Brand Conversation
Social Media Listening
Social listening aims to centralize
conversations about your brand so
you can join them.
Social Media Monitoring
Actively looking for mentions and
conversations that pertain to your
brand, products, hashtags,
employees, competitors, and
customers.

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 Google Alerts
Get emails when an article is
published about a topic that
your buyer persona cares about.
 TweetDeck
Monitor phrases, brands,
and people that your buyer
persona care about.
 Native Search
Bookmark or save the URL of a
search term you’re interested
in monitoring.
Put yourself and your buyer persona
in the audience together.
It’s no longer you and your
audience talking about
each other, to each other,
it’s you and your audience
talking to each other about
a third subject or party.
 Measure
your brand
reputation.
 56%
of consumers will unfollow a brand if they
deliver poor customer service on social media.

SOURCE: SPROUT SOCIAL

 40%
of your customers expect a response within one hour
of posting a complaint on social media.

SOURCE: CONVINCE AND CONVERT

 Use social media monitoring to track links to
your website and engagement from campaigns.
 Use #hashtags.
Use hashtags to centralize a
conversation on social media so your
audience can find it (and so can you!)

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Use tracking links.
Base URL: academy.hubspot.com
Source: ?utm_source=social
Medium: &utm_medium=facebook
Campaign: &utm_campaign=holiday-dec7

Example of URL using UTM parameters:

academy.hubspot.com?utm_source=social&utm_medium=facebook&utm_campaign=holiday-dec7
Recruiting
The most important activity your
organization does on a regular basis.
Recruiting with social
media monitoring:
• Identify a job-seeker persona.

• Learn what they value.

• Fine-tune your job

descriptions and career
pages.

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The Power of
Social Listening
Social listening
How you track, analyze, and respond to conversations
across the internet.
You can do social listening with free social listening tools.
Here are some examples of companies who offer social listening tools.
Social listening gives you the opportunity measure the performance of your
social media, web, conversations and content strategy.
Social listening helps you manage reputation.
Social listening
helps you identify
your biggest fans
and influencers.
 81%
of U.S. online consumers’ purchase decisions are
influenced by their friends’ social media posts.

SOURCE: MARKET FORCE

 78%
of U.S. online consumers are influenced by the posts
of the brands they follow on social media

SOURCE: MARKET FORCE

Social listening can help you discover new product ideas
or ways to enhance features on existing products.
 Netflix Socks are smart
socks that detect when
you've dozed off and
send a signal to your TV,
automatically pausing
your show.
Social listening
helps you learn
from monitoring
your competitors.
 Social listening can
make a difference for
your business is by
helping you find leads.
Social listening
can help you
set strategic
benchmarks
for your future.
Monitoring
The method of looking for mentions of your brand,
products, hashtags, employees, competitors and
customers.
Engagement
Is having conversations with individuals about your
industry, brand, products and services.
Make sure you’re
adequately directing
your audience in all
channels to the best way
they can have a
conversation with you.
Watching the
Competition
 Remember:
Inbound is about being customer
centric, not competitor centric.

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Monitoring competitors can help you get
ahead of industry-wide changes.
 GDPR
General Data Protection Regulation
Listen to your competitors for:
• Wins
• Losses
• Reputation
• Differentiation
• Tactics
• Relationships
• Alliances
• Brand Voice
 Is the oversight of a few of your
competitor’s employees really going to
help you differentiate your offering??
The video was
a trending
topic for days
after Aviation
Gin shared it
on their social
channels.
Thank you