Social Listening for US Brands: Deriving Actionable Insights from Conversations - eMarketer
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Social Listening for US Brands: Deriving Actionable Insights from Conversations

eMarketer Report

By: eMarketer

Published: February 22, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Brands are comfortable and familiar with pushing messages via social channels. However, pulling insights from what customers are saying there isn’t as common, and uncertainty remains about its value. But with the right tools and queries, social listening can reveal the knowledge needed to make actionable business decisions.

  • Using social data isn’t a new concept, but confusion remains about how to best use it and there is low adoption from brands that are more passive or less sophisticated in their approach. Many brands, for instance, still find it difficult to find the right conversations, ask specific questions of the data and operationalize the findings.
  • Social listening goes beyond social monitoring. Monitoring, the more basic and passive technique, occurs on a brand’s owned social channels. Listening extends to social media conversations that may not mention the brand directly but are still relevant.
  • eMarketer has identified nine use cases in which social listening can help brands derive actionable insights. These fall into two main categories: improving marketing and selling, and learning from consumer feedback.
  • Brands need to ask the right questions to unearth useable information. Keyword queries and filters are the cornerstone of social listening technologies. But more advanced approaches, including image recognition and machine learning, are emerging features of the social listening technology stack.

"Forty-nine percent of marketing executives in North America polled by the CMO Council and Pegasystems in Q4 2015 used social listening resources to better understand their customers, prospects and markets."

Table of Contents

The Social Data Divide: Is Anybody Listening?

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How Companies Put Social Listening to Use

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Social Listening Technology: Today and Tomorrow

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10 charts are included in the full report:

Social Listening for US Brands: Deriving Actionable Insights from Conversations

Leading Resources Used by Marketing Executives in North America* to Better Understand Their Customers, Prospects and Markets, Q4 2015 (% of respondents)

The Social Data Divide: Is Anybody Listening?

Technologies that Could Give Their Company a Competitive Advantage According to Business/Technology Managers Worldwide, July 2015 (% of respondents)

Starting with Social Monitoring

US Marketing Executives Who Agree that Most Data Obtained Through Social Media Monitoring Is Not Actionable, May 2015 (% of respondents)

Social Listening: Filtering the Noise and Spurring Action

Challenges Preventing Their Company from Using Social Data in Real Time According to US Marketers, March 2015 (% of respondents)

How Companies Put Social Listening to Use

Primary Objective for Marketing Analytics According to US* Marketing Professionals, by Type, July 2015 (% of respondents)

Response Window Required for Real-Time Marketing According to US Marketers, March 2015 (% of respondents)

Reasons that US Marketers Use Real-Time Marketing Tactics, March 2015 (% of respondents)

Responding to and Learning from Consumer Feedback

Expected Response Time from Customer Service Provided via Social Media According to US Internet Users, Nov 2014 (% of respondents)

Social Media Response Times and Rates for Companies Worldwide, by Industry, Q2 2014-Q2 2015

Most Important Metrics for Measuring Social Campaign Success According to Social Media Professionals in North America*, by Company Size, March 2015 (% of respondents)