![]() This inside-out approach limits the findings and increases the risk of missing important learnings about what consumers expect or value about a product or service. That means that the quality of their results will depend directly on whether the client was able to select and combine the right keywords – broad and specific enough – to find relevant data. Limitation #1 – Keywords and queries increase the biases and blind spotsīeing based on keywords and queries that need to be set up by the client, these tools tend to be biased and have blind spots. But what are these limitations? The key limitations of Social Listening for Consumer InsightsĮven though Social Listening platforms are great to monitor and measure brand aspects, they fall short when what matters are Consumer Insights in a more detailed way to serve the Product, Insights, and Business teams. They are a great source of insights for a creative team that wants to explore trending topics for advertising campaigns, measure the results and virality of campaigns, discover influencers to work with, and even help Customer Service teams to identify unsatisfied customers and respond accordingly.īeing centered about brands and keywords mentioned in social channels, on the other hand, has its limitations, especially in a context where the number of channels where consumers share their opinions about products is growing – and so are the number of conversations: 62% more product reviews are written every year. Social Listening tools, as the name suggests, are solutions that focus on understanding what people are saying about a brand online, especially on social media, and include trending topics and keywords related to that brand.Īs something that is centered around brands and keywords, social listening tools can help monitor brand mentions, sentiment, engagement, reputation, and conversations that your brand can fit into. ![]() This post will cover the main differences between both tools and give some examples of when to use each. And that’s the exact moment where companies should consider using a comprehensive Consumer Insights platform. Relying on social listening tools for other functions, however, has become something complex and time-consuming, as these tools can’t deliver the granularity and reporting functions needed by other areas. As a natural evolution, other customer-facing areas (like Customer Service, Product, Consumer Insights, and Category Management, just to name a few), also tried to leverage these tools to generate Consumer and Product Insights. Managers of Marketing and Communications teams started using Social Listening tools to capture comments and conversations and extract learnings from them. ![]() The Age of the Customer and the Era of Now, mentioned by Forrester in 2013, accelerated that process even more at most organizations of all types. With consumers online more and more every day, it’s uncommon today to find a consumer brand that doesn’t have a social listening tool in place to monitor and understand what people are saying about a brand or topic. Social Listening tools are largely used in most organizations today, and, although they have a wide variety of applications, it’s important to understand their limitations to generate actionable Consumer Insights, especially for Consumer Goods companies.
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