Founder, CEO, and author of Spin Sucks
Social listening is one of the most widely-used tactics for monitoring and managing brand reputation online, because scanning social media gives you instant access to what people are saying about you and/or your competitors.
But people’s emotionally charged Tweets and seemingly perfect Instagram ads are only ever one part of the reputation puzzle. They tell you what’s being said about you - but what about what people are thinking?
There’s an insight method which you might not have considered up ‘til now. And it will allow you to read people’s minds thoughts, feelings and concerns...revealing the full picture around your online reputation.
It’s called Search Listening.
Search Listening is the process of understanding what an audience truly thinks, using the ultimate source of insight - search data - to access the unbiased perspectives of millions of people.
Here you can learn what people really think, not what they say they think. It’s candid, honest insight, which makes it incredibly valuable...particularly when it comes to managing reputation in a crisis.
It reduces potential for flawed data, is less subjective to unreliable responses, which can happen in surveys, or the desire to project a certain image rather than reality, which is a risk with social data.
It’s how you listen to what people want that will set you apart from the competition. Imagine what you’re missing out on if you don’t.