One of the main functions of a Community Manager is to know how to search the Internet to find out what is being said about a company’s brand, find out who says it, where, when, and how it says it. However, social media listening doesn’t just focus on this. It means much more than hearing what is happening on the web. It is about showing interest in everything as it happens around the brand. It is also important to be able to act quickly and efficiently at any time and to be able to change things based on your strategic plans.
To make these strategic decisions, it is necessary to previously diagnose where and how the status of the brand is through social media listening. On many occasions, this diagnosis is reflected in a report extracting the data from a specialized monitoring tool to gather the details. Likewise, periodic social media listening reports also serve to monitor all the strategies implemented in the social media plan
According to the area of listening, social media listening reports are different and you may have to create more than one or a compilation of several, which would include:
- Report on one or more brands
- Report on one or more products/services
- The report in relation to an event, an advertising, promotional or hashtag campaign
- The report in relation to a specific public figure or people (Personal Branding)
- The report in relation to an unplanned event
- Report a reputational crisis
According to its periodicity, you would need these items in the report:
- Specific dates, from day X to day X.
- For weeks, months, quarters, semesters, or annually.
- Duration of the launch of an advertising, promotional, or hashtag campaign
According to the content:
- General conversation: the presence of the brand, product, or service on the Internet without taking into account the sentiment analysis
- Pulse in social networks: only accounts in social networks (@user)
- Online reputation: brand conversation and sentiment analysis, as we have explained in this post
Steps to Follow
Here are some steps you could follow to initiate the process:
- Create an Introduction by presenting a brief summary of the basic monitoring information: listening period, brands monitored, type of sources in listening, objectives set, etc. Write a summary of the total data collected and milestones in the content displayed in the report.
- For the general conversation, observe the volume of the conversation of each brand or term monitored and how much. Look at its evolution over time and pay attention to the most important dates. View the sources or channels where the comments have been published: social networks, blogs, news, forums, and others. Check out the users who participate in conversations, ranking of users by interactions, etc.
- As for the content, look at what is said, regular topics, and relevant topics.
Carry out rankings, present some examples of the assessment and carefully analyze the content with negative polarity to judge whether there is a risk of a reputational crisis. It is also advisable to include in which channels people speak better/worse, and who are the haters/ lovers of your brand or product.
Netbasequid is a social media analytics company that will help you with your listening reports. They will help you to describe in a concise way the most relevant information on the results presented in the report and provide some improvement guidelines based on the results analyzed as well as report those errors detected. If you need some guidance, then speak to the professionals that know how to create a social media listening report.