As social networks evolve, social listening has also developed accordingly to catch up with the need to understand users of marketers. How has social listening been applied to social media marketing over the years? Is Social Listening a Measurement Tool Anymore?
Along with the development of social networks, Social Listening is also growing in application capabilities. If in the past, Social Listening was only about collecting social media data, today data collection is only a part of Social Listening. Measuring buzz volume or sentiment is no longer the only function of Social Listening. In the context of this article, let's look at old questions through a new lens: What is social listening and what role does it play in social media marketing?
Social Listening is a form of market research whose object of analysis is the discussion of users on social networks. Typically, to solve a Social Listening problem, the researcher will go through the following steps:
In general, the analysis process of Social Listening is similar to traditional research. The difference is that traditional research can deepen the problem through interview and survey methods but is time-consuming and costly if done on a large scale. Meanwhile, Social Listening data, which is social media discussion, is “readily available,” shortening research time and reducing the lag between research results and industry reality. In addition, the user's discussion is not affected by the subjective opinion of the researcher, so it is possible to ensure the objectivity of the data.
Initially, social listening was seen by many marketers as a pure measurement tool, providing some basic indicators about the campaign or brand with competitors (number of discussions, number of people discussed, sentiment indicators, etc.). However, over time, the social network has expanded in size, users have become familiar with the Digital Transformation and therefore shared more than before. Trends coming from social media have become more and more common. Social Listening has also changed to meet the diverse research needs of marketers.
Brand Health Analysis: As one of the original applications of Social Listening, it helps brands track activity on social networks and compare with competitors in the same industry. Thereby, help the brand get an objective perspective on its current position in its related industry.
Campaign Analysis: Social Listening was once seen as a “post-campaign tool,” which only came to measure when a campaign was over. Today, more and more brands are using Social Listening for the pre-campaign phase, helping brands connect with users in real time. In fact, some campaigns have used Social Listening at the same time as the campaign to build content.
Special Occasion Analysis: The special occasion on the social media will be very different from the special occasion in reality. Let's take a simple example: If April Fool's Day is a day of lies, for social media users, it's a day for all people to confess their love. Social Listening will analyze and help marketers discover unique points about social media users on special occasions. With data collected in real time, Social Listening proves to be extremely useful when brands need to keep track of special occasions such as the New Year, or special occasions that do not have a specific start and end time (hot season, rainy season, milk tea time, sleepy time, etc.)
Crisis Management: The media crisis has always been a major concern for brands and is becoming increasingly complex. BuzzMetrics' consolidated report shows that the risk of a second outbreak during a crisis is increasing, as well as the duration of the crisis is getting longer. Users instead of sharing on personal pages have turned to community pages with the desire for their voices to spread more strongly. In this context, Social Listening helps to warn the brand about the risk of crisis and gives suggestions on how to handle it.
User Analysis: Social Listening helps marketers understand users from a variety of perspectives, be it their behavior and attitudes within a single industry (UnA Research), or analyzing customers by large user groups (Gen-Z, Millennials,...). With the increasing data coverage of Social Listening, every user attribute such as personality, lifestyle, style, interests can be thoroughly analyzed. From there, Social Listening indicates the characteristics of users belonging to an industry, or differences between groups of users from one another.
Trend Analysis: On average every month, the social network has more than 200 hot topics. Even so, not every hot topic can be leveraged to build a brand image. Social Listening helps marketers identify hot topics that are relevant to the brand on social networks, social slang that are popular so that brands can include in articles and become closer to users. With the development of A.I., brands can now track the development of hot topics of each major concern in real time.
There are many social listening platforms for marketers to choose SocialHeat is an example.
The platforms may vary in terms of data coverage and data processing/retrieval features, but will generally provide the following basic metrics for marketers:
Buzz Volume: Discussion volume, the most basic indicator in Social Listening reports, indicates how many discussions (posts, comments, or shares) have been made on a topic.
Share of Voice: The brand's discussion rate compared to competitors from the same industry. This is an indicator that helps determine which brands are of most interest on social networks
Audience Scale: The number of participants discussing a topic. Together with Buzz Volume, showcases a topic's ability to spread on social media.
Sentiment Score: Expresses the user's feelings towards a topic, whose value is in the range of [-1,1]. Moving closer to 1 indicates how positive the user is and vice versa
To learn more about metrics, marketers can refer to here
Social Slang is a way for brands to reach out to Gen Z customers (born between the mid-1990s and early 2000s). Let's learn about Social Slang with Buzzmetrics.
In social media marketing, Language is an important weapon in the fight to attract the attention of the target customer. More than anyone else, marketers understand that in order to attract their target customers, they must say things related to them.
This is especially true for Generation Z (born from the mid-1990s to the early 2000s), the potential target audience that many brands are trying to connect. They grew up in an era of technological boom and this has certain implications on behavior, style, belief systems, life views. They are well versed in technology and social networks, so more demanding, more selective. Content that appeals to them must be connected to their needs and desires. The way to connect with this particular segment of consumers is Using their language to create content.. One of the ways to learn Gen-Z language is through popular social slang among their communities
In recent years, social media has contributed to the spread of many trending terms such as Crush, "Tha Thinh", "Soai Ca", "bodyshaming", "Nao Ca Vang"... and has really made a big impact in the youth community of Generation Z. These terms were formed, popularized thanks to social media and have been increasingly used by young people to describe a common situation in modern life or at their age.
Social media trends from solving a psychological need.. So focial slang terms,
The majority of social slangs used by young people (1) reflect a truth about new user trends, new concern, (2) develop a new perspective on old problems in a more fashionable way or (3) the pressure to become a part of a specific group.
Regarding their popular channels, social slangs were almost widely used and spread from the Entertainment fanpage of small communities or microcommunites. The social slangs help young people develop a sense of belonging and feel like being connected to a group based on common interest.
To better understand how young people define or discuss their social slang, this article will delve into one of the most prominent terms of recent times: Crush.
Crush,according to the discussion of netizens on, can be summarized as: “The ones that we like, but we are not sure if we can call that "love". It seems like the feelings come from one side only." As can be seen from the definitions most mentioned by netizens, "Crush" causes huge discussions by correctly hitting a common emotional aspect of young people. They don't use words “one-sided love” or "slient love" to express this feeling because it seems that those familiar words are no longer relevant to young people today. When using the word Crush, or participating in discussions about “Crush” young people will have a feeling of togetherness with peers.
The emergence of social slangs also shows the needs of young people to find new expressions that better reflect their situation in this new age. Looking further, the popularity of also comes from pressure to belong to a group (herd psychology). The value of fast-paced updates doesn't make sense for adults but it does make sense for young people because they were born and raised in an age of information saturation and dizzying change of information.
About the origin: Posts about Crush have appeared on Vietnamese social media sites since 2014, but have really emerged and become known since late 2016, thanks to the confession movement and love advice from entertainment fanpages such as The Society of Fairy Tale Enthusiastsc, Crush +, Ngon Tinh Everywhere, Tuoi Thanh Xuan, Tuyet Bitch Collection, Quotes Chat...
About discussion topics: Based on an interesting psychological truth: “Everyone has ever had or is having a crush on someone.” Hot fanpages always actively create a lot of discussion topics that revolve around this truth. Based on social listening data from BuzzMetrics, top posts are the posts that can satisfy the two most needs from young people:
- Find useful tips for their problem: Young people need suggestions on how to confess, suggestions on how to start a conversation with your crush, signs to identify if your crush likes you too...
- Share emotions/seek empathy: Young people are interested in questions as What it feels like to "crush" a person, Reasons to Love, What to Say To Your Crush, Tell About Memories, Being Rejected...
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Have brands applied social slang to their social media marketing? If so, how did they do it? How effective is it? And are there any “must and must-not” that marketers should beware of when using these trendy terms? Watch Part 2 of the series on Social Media Glossary - Social Slang.
The Syndicated Report Hub online reporting library aggregates research proactively conducted by Buzzmetrics based on observations of common market needs. These studies do not serve a specific customer but will provide a panoramic view of users and the goods industry on the social network.
