Digital listening tools

The tool lets you visualize your Brandwatch data, plus combine it with insights from a number of integrations including Google Analytics, Buzzsumo, and Hootsuite. Pricing: Brandwatch is an Enterprise-level tool. Custom Enterprise plans are available upon request.

As more and more brands are turning to social media for market research, customer insights, competitor analysis, and even sales, social listening tools are getting increasingly powerful and affordable. Sponsored Content: Awario on December 19, at am. Unbounce acquires LeadsRX marketing analytics. How to build a long-term, search-first marketing strategy.

CreatorIQ announces partnership with TikTok. Next, this data is analysed using algorithms to infer different pieces of information, such as whether a tweet demonstrates a positive or a negative sentiment, by analysing the words and context in which they appear. Much of this analysis builds on recent advances in natural language processing NLP , a kind of artificial intelligence that specialises in looking at large bodies of text. NLP is programmed not only to recognise positive and negative sentiments of certain words, or the linguistic context for the sentiment of a message, but also to develop new rules as it performs more and more analysis, making it 'smarter' over time.

Digital listening technologies, rather than replacing older tools, are usually used in conjunction with them. For example, one traditional polling organisation, YouGov, has been gathering public opinion through emails or other online methods for political parties, governments and private companies. IO for its digital listening capabilities to complement their work. IO, rebranded as YouGov Signal, carries out text and behaviour analysis on Twitter to 'distill key insights around overall engagement, opinion and market efficacy'.

This is used to help understand how well any company, campaign or individual is viewed by the public, which can be helpful for politicians to understand how they can improve their status in the eyes of potential voters.

NUVI, a social listening tool developed by Brickfish, offers services devoted to politics. The headline of their politics page reads: 'Understand what is important to your voters at any given moment. Monitor the trends and concepts that your voters are sharing and stay on top of emerging ideas'. Among their services they offer to help political actors to 'stay on top of what voters are thinking', 'create lists of your influencers and detractors, and be alerted when they are talking about certain topics', 'measure sentiment on specific issues' and 'visualise real-time conversation data in dashboards you can access on your mobile device'.

The company Crimson Hexagon, which also specialises in digital listening, offers details on how they gather insights about current political discussions from social media. For example, they recently analysed which candidates have been talked about most when announcing their run for US President in According to their information, in late , 'when Kamala Harris announced she was running on Jan.

Bernie Sanders also generated k tweets when he announced he was entering the race on Feb. They also measured public sentiment about the elections and found that many voters were 'sad' about critical issues such as climate change and immigration; some people had 'fear' and some had 'joy' surrounding the new candidate announcements.

Another company, Ossalabs, markets their Election Impact tool specifically for political campaigns. Social media tracking is often referred to as social media monitoring. It entails identifying and responding to mentions of your brand on social media via comments, direct messages, and more. Social media tracking is the first step in the process of understanding what your audience thinks and says about your brand on social.

Now you may be wondering: What are the best social media listening tools? And how about the best social media tracking tools? Here are 14 options — most of which can help with both the processes of social listening and tracking and more! Note : Many tools that combine social media listening, tracking, and analytics into a single platform or software are considered social media management tools.

With HubSpot, you have the power to easily monitor interactions, conversations, and audiences on social media. You also have the necessary tools to manage day-to-day interactions and engagement on social and target specific audiences using context from the contacts database in your free CRM to better understand what these people mean to your business. What does that mean for you — the user?

You can manage your entire social strategy — from planning to sharing to analyzing — from one, central location. You can handle all of your social accounts from the tool as well as easily turn your content offers into social posts. With HubSpot, you don't need to worry about logging into your social profiles to post content — rather, you can schedule posts weeks in advance on all of your profiles from within the tool to free up valuable time.

You can also post to social from anywhere — whether you're in HubSpot, on a specific social platform, or on another social tool that you connected to HubSpot. And how you post won't ever affect your ability to report on the success of those posts. Don't worry about having to open specific platforms to converse with your audience either — instead, reply to anyone who commented on posts you published through HubSpot. Image Source. Sprout Social is a comprehensive social media management platform that provides powerful solutions for social listening and analytics, customer care, and employee advocacy.

The software has capabilities related to scheduling, engaging, social listening, publishing, advertising, and analyzing all aspects of your social media strategy. The platform makes it easy to segment and target your customers for customized social campaigns.

Hootsuite allows you to view and respond to all your messages, comments, and brand mentions across several social channels in a single, concise dashboard. You can also track influencers and leads in lists that can be imported and shared with others in your company. Buffer creates an omnichannel experience for your social media and community teams. The tool makes it easy to find the conversations that matter most, join conversations right away, and delight your audience — that's because you can post content and engage directly in the replies from one centralized dashboard through a team-shared inbox.

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