--- name: renehdzgtz/social-listening-report source: https://app.decimal.ai/s/renehdzgtz-social-listening-report@1/SKILL.md source_sha256: 7554f76c6e50 --- # Social Listening Report Skill **For:** Marketing strategists, insights researchers, brand managers, agency analysts **Philosophy:** Data doesn't speak — insights do. The report's value is in what you decide to do next. --- ## How to Use This Skill | User says... | Go to module | |---|---| | "create a listening report" / "analyze our mentions" / "brand health report" | → [MODULE 1: Brand Listening Report] | | "compare us vs competitors" / "share of voice" / "benchmark" | → [MODULE 2: Competitive Benchmark] | | "campaign report" / "did the campaign work?" / "measure launch" | → [MODULE 3: Campaign Performance Report] | | "monthly report" / "quarterly report" / "annual wrap" | → [MODULE 4: Periodic Reports] | | "what are the trends?" / "emerging topics" / "what's being talked about" | → [MODULE 5: Trend & Insights Report] | | "train my team" / "explain listening metrics" / "what does SOV mean" | → [MODULE 6: Metrics Glossary & Training] | **Before executing any module:** ask the user what data they have available (raw CSV, platform export, screenshots, or manual data). Adapt the output format to their data quality. --- ## MODULE 1 — Brand Listening Report **Trigger:** User wants a structured report on how their brand is being talked about online. ### Step 1: Data Intake Ask if not provided: - **Brand/company name** and main product or service - **Time period** (last 7d / 30d / quarter / custom) - **Data source** (Talkwalker, Brandwatch, Sprout Social, manual, screenshots) - **Platforms to include** (Twitter/X, Instagram, Reddit, news, forums, TikTok, LinkedIn) - **Language(s)** (EN, ES, both, other) - **Audience or persona to focus on** (optional but improves insight quality) ### Step 2: Report Structure ``` BRAND LISTENING REPORT ────────────────────── Brand: [Name] | Period: [Date range] | Prepared by: [Analyst] EXECUTIVE SUMMARY (5 bullet points max) └── Top 3 findings + 1 recommendation + 1 risk to watch VOLUME & REACH ├── Total mentions: [X] (+/-% vs previous period) ├── Total reach/impressions: [X] ├── Daily mention trend: [chart or table] └── Spike analysis: [any days with unusual volume — what caused it?] SENTIMENT BREAKDOWN ├── Positive: [X]% ├── Neutral: [X]% ├── Negative: [X]% └── Sentiment trend: [improving / declining / stable] CHANNEL DISTRIBUTION [Pie or table: % of mentions by platform] ├── Twitter/X: [X]% ├── Instagram: [X]% ├── Reddit: [X]% ├── News: [X]% └── Other: [X]% TOP CONTENT ├── Most-shared post/article about the brand ├── Top positive mention (quote + link) ├── Top negative mention (quote + link) └── Influencer mentions (>10K followers who mentioned brand) KEY THEMES [Categorize what people are actually saying] ├── Theme 1: [Label] — [X]% of mentions — [1-line description] ├── Theme 2: [Label] — [X]% of mentions └── Theme 3: [Label] — [X]% of mentions AUDIENCE PROFILE ├── Top demographics (if available) ├── Top locations └── Top interests/affinities of people mentioning the brand RECOMMENDATIONS ├── [Action 1 — specific, tied to a finding] ├── [Action 2] └── [Action 3] RISKS TO MONITOR └── [Any negative theme, emerging FUD, or competitor narrative to watch] ``` ### Step 3: Insight Quality Rules - Every data point must connect to a "so what?" — no orphan numbers - Spike analysis is mandatory: if volume spiked, explain why - Sentiment alone is not an insight. "Sentiment is 72% positive" → so what? Compare to benchmark, explain drivers - Always end with recommendations — a report with no next steps is decoration --- ## MODULE 2 — Competitive Benchmark **Trigger:** User wants to compare brand performance vs. competitors. ### Step 1: Competitive Set Definition Ask: - Brand being analyzed (the client/subject) - 2–4 competitor brands to benchmark against - Metric priority: SOV / engagement / sentiment / follower growth / content performance ### Step 2: Benchmark Report Structure ``` COMPETITIVE BENCHMARK REPORT ───────────────────────────── Category: [Industry/vertical] | Period: [Date range] SHARE OF VOICE (SOV) [Brand] vs [Comp1] vs [Comp2] vs [Comp3] Brand | Mentions | SOV % | Change vs prev period ──────────────────────────────────────────────────────── [Brand] | [X] | [X]% | [+/-%] [Competitor 1] | [X] | [X]% | [+/-%] [Competitor 2] | [X] | [X]% | [+/-%] [Competitor 3] | [X] | [X]% | [+/-%] SENTIMENT COMPARISON [Same table format, with sentiment % per brand] ENGAGEMENT RATE COMPARISON [By platform: Twitter, Instagram, LinkedIn] CONTENT STRATEGY OBSERVATIONS ├── [Brand]: Posts [X] times/week. Top performing format: [type]. Key theme: [topic] ├── [Comp1]: [same structure] └── [Comp2]: [same structure] SHARE OF CONVERSATION BY TOPIC [If multiple relevant topics exist: who owns each conversation] Topic: [Security] — Leader: [Brand X] with [Y]% of conversation Topic: [Innovation] — Leader: ... Topic: [Community] — Leader: ... GAPS & OPPORTUNITIES ├── [Topic or audience segment where [Brand] is underrepresented] ├── [Competitor weakness that [Brand] could exploit] └── [Emerging conversation that nobody owns yet] STRATEGIC RECOMMENDATIONS [Specific actions based on competitive findings] ``` ### SOV Calculation: ``` SOV (Brand) = (Brand Mentions / Total Mentions in Category) × 100 ``` Total = sum of all brand mentions in the competitive set. --- ## MODULE 3 — Campaign Performance Report **Trigger:** User ran a campaign (launch, event, paid, organic) and needs to measure results. ### Step 1: Campaign Context Ask: - Campaign name and objective - Start and end dates - Channels used - KPIs set beforehand (if any) - Budget (if relevant) - Hashtag or keyword to track ### Step 2: Report Structure ``` CAMPAIGN PERFORMANCE REPORT ──────────────────────────── Campaign: [Name] | Objective: [Awareness/Engagement/Conversion/etc] Period: [dates] | Channels: [list] RESULTS VS. OBJECTIVES Objective | Target | Actual | Result ──────────────────────────────────────────────── [KPI 1] | [X] | [X] | ✅ / ❌ / ⚠️ [KPI 2] | [X] | [X] | ✅ / ❌ / ⚠️ REACH & VISIBILITY ├── Total impressions: [X] ├── Unique accounts reached: [X] ├── Hashtag uses: [X] └── Earned media value: [$X] (if calculable) ENGAGEMENT ├── Total engagements: [X] ├── Engagement rate: [X]% ├── Top performing piece of content: [title + metrics] └── Most shared content: [link] AUDIENCE RESPONSE ├── Sentiment: [X]% positive / [X]% neutral / [X]% negative ├── Top themes in response: [list] └── Notable organic amplifiers (accounts that shared without being asked) PAID PERFORMANCE (if applicable) ├── Total spend: [$X] ├── CPM: [$X] ├── CPC: [$X] ├── CTR: [X]% └── Conversions: [X] at [$X CPA] LEARNINGS ├── What worked and why ├── What didn't work and why └── What to test in the next campaign RECOMMENDATION FOR NEXT CAMPAIGN [One concrete, actionable change based on this data] ``` --- ## MODULE 4 — Periodic Reports (Monthly / Quarterly / Annual) **Trigger:** User needs a structured recurring report. ### Monthly Report Template ``` [BRAND] MONTHLY LISTENING REPORT — [MONTH YEAR] 1-MINUTE SUMMARY [3 bullet points: what happened, what it means, what to do] MONTH IN NUMBERS [Key metrics vs previous month — volume, sentiment, SOV, reach] WHAT PEOPLE WERE SAYING [Top 5 themes with volume %] WHAT HAPPENED (events that drove conversation) [Timeline of mentions spikes linked to specific events] COMPETITIVE SNAPSHOT [1-paragraph summary of competitor landscape this month] RECOMMENDATIONS FOR NEXT MONTH [3 specific, prioritized actions] ``` ### Annual Report Add-ons Include for annual reports: - YoY comparison (all major metrics) - "Moments that defined the year" — top 5 narrative events - Brand health trajectory chart - Prediction/outlook for next year - Strategic priorities based on year's data --- ## MODULE 5 — Trend & Insights Report **Trigger:** User wants to understand emerging topics, cultural trends, or audience interests. ### Trend Analysis Framework **WHAT:** What is being talked about? (volume + keywords) **WHO:** Who is talking about it? (audience profile, influencer map) **WHERE:** Which platforms are hosting this conversation? **WHY NOW:** What triggered this trend? (event, viral content, cultural moment) **SO WHAT:** What does this mean for the brand? ### Trend Report Output ``` TREND & INSIGHTS REPORT ─────────────────────── Topic: [Trend name] | Period: [dates] TREND OVERVIEW [2–3 sentences: what the trend is and its current momentum] VOLUME SIGNAL ├── Mentions this period: [X] ├── Growth vs. previous period: [+X%] └── Peak day: [date + what happened] KEY VOICES ├── Top accounts driving conversation: [list with follower count] └── Content format dominating: [text / video / image / meme] AUDIENCE AFFINITY Who is engaging with this trend: [demographics/psychographics if available] BRAND RELEVANCE ├── Opportunity: [how the brand could authentically participate] ├── Risk: [how engaging could backfire] └── Verdict: [Engage now / Monitor / Avoid] CONTENT IDEAS (if relevant) [3 specific content angles the brand could take on this trend] ``` --- ## MODULE 6 — Metrics Glossary & Training **Trigger:** User or team needs to understand social listening metrics. ### Core Metrics Definitions | Metric | Definition | Why it matters | |---|---|---| | **Share of Voice (SOV)** | % of total category mentions a brand owns | Competitive position indicator | | **Sentiment Score** | Ratio of positive/neutral/negative mentions | Brand health proxy | | **Reach** | Potential unique accounts exposed to mentions | Awareness ceiling | | **Impressions** | Total times content was displayed | Visibility volume | | **Engagement Rate** | Engagements / Reach × 100 | Quality of connection | | **Mention Volume** | Raw count of brand mentions in a period | Baseline activity | | **Earned Media** | Organic mentions without paid promotion | Trust indicator | | **Influencer Tier** | Nano (<10K) / Micro (10K–100K) / Macro (100K–1M) / Mega (1M+) | Outreach planning | | **Share of Conversation** | % of topic discussion a brand owns | Thought leadership proxy | | **Net Sentiment** | % Positive − % Negative | Single-number health score | ### Common Mistakes to Avoid - Reporting volume without context (high volume ≠ good) - Treating all sentiment as equal (10 negative news articles ≠ 10 random negative tweets) - Ignoring dark social (WhatsApp, private Telegram, Discord — often largest channels) - Benchmarking against irrelevant competitors - Confusing reach with impressions (one account can generate multiple impressions) --- ## General Quality Rules 1. **Insight first, data second.** Lead every section with the "so what," not the numbers. 2. **One page executive summary — always.** Decision-makers don't read full reports. 3. **Compare to something.** Numbers mean nothing without a benchmark, previous period, or competitor. 4. **Visualize when possible.** Even a text table beats a paragraph of numbers. 5. **Recommendations must be specific.** "Increase engagement" is not a recommendation. "Post 3 educational threads per week on X targeting developers" is. 6. **Be honest about data quality.** If the sample is small or the tool has limitations, say so. --- *Social Listening Report Skill v1.0* *Built for marketing strategists and insights researchers who turn data into decisions.*