Unless you’re selling literal ice to penguins, people are talking about your product or other similar products in your niche online.
It might be pre-purchase research and looking for recommendations. Also possible, somebody tested your product and wants to share their experiences on social media.
Whatever the intention, people are talking about you and your competitors even as you’re reading this. For any marketer, these are crucial insights into consumer behaviors. Put simply, the future of market research is here, and it’s automated to perfection with social media listening tools.
Social listening lets you collect and analyze mentions of your company, brand, products, hashtags and whatever you can think of, found on social media and the web. Social media monitoring and analytics is a massive help in making both marketing and business decisions. Every insight you get is reliable and actionable because it comes from real user feedback.
Let’s see social media listening in action by reviewing some of the best social listening tools on the market. Whatever the budget and marketing needs, there’s likely a perfect fit for you.
$29/mo 3 topics and 30,000 mentions
Awario is a social listening tool that offers the best of both worlds — Enterprise-level feature set and good value for your money. Starting at $29/mo, you get full coverage of all social media, blogs, forums, news and the web, so that no brand mention is left unnoticed. Use Boolean search to create complex queries and get spot-on results only.
With every mention of your company pulled in real-time, you can improve customer support and retention. Awario will also bring you leads and influencers — potential customers and brand allies. You can engage with them right from the app, leveling-up your social selling and influencer marketing as you go.
Possibly the most exciting part, Awario does comprehensive market research. The tool measures your share of voice, brings competition intel, analyzes the sentiment of conversations about you and other brands in your niche, delivers language and location insights about your customers, and then some.
Supported platforms: Twitter, Instagram, Facebook, YouTube, Reddit, news, blogs, forums, review websites, and the web.
$25/mo for 3 users
SocialPilot is an all-in-one social media management solution with publishing, engagement, and analytics features. The tool is a perfect fit for bigger teams handling content, customer care, and strategic communication.
To refine your marketing workflow, make use of SocialPilot’s social inbox management tool to respond to messages, comments, and posts across Facebook Pages in real-time.
Also, monitor team activity with the team and collaboration feature, measure your efficiency through its analytics function, and delegate tasks right from the app. To further engage your team, promote brand advocacy by employees, and boost your social selling.
SocialPilot brings you effortless automation, competition insights, and uncovers more opportunities for your brand.
Supported platforms: Twitter, Instagram, Facebook, Pinterest, LinkedIn, Tumblr, Google My Business, and TikTok.
$199/mo3 trackers and 20,000 posts
Keyhole is a social listening tool that offers effortless management of social media and influencer campaigns. Similar to other social media monitoring tools, Keyhole delivers real-time data, pulling reach and engagement metrics along the way.
The tool boasts the ultimate hashtag tracking and analytics functionality. It relies on artificial intelligence to predict hashtag performance, impressions and reach. Furthermore, for every hashtag you track, Keyhole will suggest other relevant hashtags in a word cloud.
For market research, Keyhole also relies on advanced machine learning to deliver anticipated trends and keywords with the biggest potential.
Supported platforms: Instagram, Twitter, YouTube, Facebook, blogs, news, and forums.
Brandwatch is Enterprise-level only, which means you can rely on it in both B2B and B2C marketing. The tool offers advanced social media monitoring and analytics, sorting all brand mentions for your quick overview and immediate feedback.
With Brandwatch, you also get insights on the trending topics and content your audience resonates best with. Combined with customer demographic analysis and influencer suggestions, you have all the tools for maxing your content performance and user engagement.
To elevate your internal reporting and turn social listening data into stunning visuals, use Brandwatch’s own visualization toolkit Vizia. It lets you create custom dashboards and share marketing insights in style.
Supported platforms: Twitter, Facebook, Reddit, Instagram, Tumblr, blogs, forums, review and video sites, and the news.
$9600/year 10,000 results/mo
Talkwalker is a go-to option for multinational brands. It lets you monitor global marketing campaigns, measuring your impact by scanning social media, TV, broadcast, and print. Under the Enterprise plan, you can also use image recognition and track your logo across the web.
The tool is brilliant for translating your visibility campaigns performance into KPIs, linking marketing efforts to business metrics. You can then customize dashboards and present social listening findings to colleagues in different locations.
Like other social media listening tool kits, Talkwalker offers in-depth analytics. Make note of any fluctuations in your reputation score or sentiment of conversations around your company to promptly address any reputation crises.
Supported platforms: Twitter, Facebook, YouTube, Instagram, LinkedIn.
Social media is full of conversations meaningful to your brand. Using social listening tools is the smartest way of tapping into these conversations, making sense of the buzz.
The beauty of social media monitoring is that its use cases are as many as you can think of. As long as people are talking, there’s always something to learn. So pick a tool that’s right for you and make sure you get every insight social listening has to offer.
Frequently Asked Questions
A social listening tool is a tool built to search social media and the web for all mentions of a keyword. The results can be used for reputation management, competition and market research, customer support, social selling, and SEO.
Social media listening allows companies to stay in the know of everything that’s being said about them online. By analyzing social media conversations, brands are able to monitor reputation, get competition intel, generate leads, and provide instant customer support.
Social listening is conducted with the help of social listening tools like SocialPilot, Awario, SproutSocial, etc. They are designed to find and analyze all mentions of a keyword online.
While both social media monitoring and social listening rely on scraping social media for mentions of a keyword that appears in publicly available posts, social listening covers the web as well and delivers broader analytics like audience insights, influencers, and trending topics.