Social Listening & Monitoring (Global)

> Listen before you speak. Understand what customers are saying, how they feel, and where the market is headed — before competitors do.

Information Gathering

Ask up to 4 questions:

1. Brand / product? Brand name, primary product names, founder name (if personal brand).
2. Main competitors? List 2–3 direct competitors to monitor.
3. Current concern? Bad reviews? Trend tracking? Competitor watch?
4. Most important channels? Twitter/X, Reddit, TikTok, Instagram, Google Reviews, all of the above?

Framework: Listen → Analyze → Report → Act

LISTEN    — Collect mentions, comments, reviews, related posts
    |
ANALYZE   — Classify sentiment, identify trends, detect anomalies
    |
REPORT    — Aggregate into weekly/monthly reports with clear insight
    |
ACT       — Respond, adjust strategy, manage crises

Channels to Monitor (Global)

Channel List

| Channel | Content type | How to monitor | Frequency | |---------|--------------|----------------|-----------| | Twitter / X | Mentions, threads, retweets | Native search + saved searches + Tweetdeck | Daily | | Reddit | Subreddit discussions, AMAs | Subreddit search + Reddit RSS | Daily | | TikTok | Comments, duets, stitches, hashtags | Hashtag search + comments on brand videos | Daily | | Instagram | Comments, mentions, story tags | Native notifications + hashtag search | Daily | | Facebook Groups | Discussions, Q&As, reviews | Group keyword search | Daily | | Facebook Pages | Comments, reviews, mentions | Page notifications + keyword search | Daily | | YouTube | Video comments, review videos | Search brand + product names | 2–3x/week | | Google Reviews | Business reviews | Google Business Profile dashboard | Daily | | Google Search | Articles, news | Google Alerts on brand keywords | Automated | | Trustpilot / G2 / Capterra | Product/service reviews | Native dashboards + email alerts | Daily | | Discord communities | Niche industry discussions | Server-by-server, manual | 2x/week | | LinkedIn | Posts, mentions (B2B) | LinkedIn search + saved searches | 2x/week | | Quora | Questions about brand/category | Topic follows + alerts | Weekly | | Online press | News articles, PR | Google News Alerts | Automated | | Amazon / Shopee / Etsy | Product reviews | Review tab on listings | 2–3x/week |

Keywords to Monitor

| Keyword group | Examples | |---------------|----------| | Brand name | "Brand]", "Brand] review", "Brand] scam", "Brand] worth it" | | Product name | "Product]", "Product] price", "Product] review" | | Founder name | "Founder]", "Founder] who" | | Competitors | "Competitor 1]", "Competitor 2]", "Competitor] vs Brand]" | | Industry | "Industry keyword]", "Common industry pain]" | | Negative phrases | "not good", "disappointed", "scam", "low quality", "false advertising" | | Positive phrases | "amazing", "recommend", "best ever", "worth it", "loving it" |

Sentiment Analysis

Sentiment Scale

| Level | Score | Description | Example | |-------|-------|-------------|---------| | Very negative | 1 | Outrage, public callout, boycott calls | "Total scam, reporting them to FTC" | | Negative | 2 | Disappointment, complaint, unfavorable comparison | "Tried it for 3 months, way worse than X" | | Neutral | 3 | Asking info, comparison, on-the-fence | "Anyone tried Brand]? Thoughts?" | | Positive | 4 | Satisfied, recommends, praises | "Been using for 3 months, happy with it" | | Very positive | 5 | Enthusiastic advocate, brand champion | "Best service ever, told all my friends" |

Categorization by Topic

| Topic | What to monitor | Meaning | |-------|-----------------|---------| | Product / Quality | Reviews, comparisons, feedback | Product improvement | | Service / Experience | Comments about staff, processes | Operations improvement | | Pricing | Price comparisons, complaints | Pricing/communication adjustment | | Marketing / Advertising | Reactions to content, ads | Creative improvement | | Competitors | Comparisons, switching mentions | Opportunity or threat |

Crisis Detection

Early Warning Signals

| Level | Signal | Threshold | Action | |-------|--------|-----------|--------| | Green — Normal | Steady mentions, neutral/positive sentiment | <5 negative mentions/day | Standard monitoring | | Yellow — Watch | Rising negative mentions, 1–2 high-engagement complaint posts | 5–15 negative mentions/day OR 1 post >100 engagements | Increase monitoring frequency, prep response | | Orange — Alert | Negative mentions spreading fast, press picking up | 15–50 negative mentions/day OR press coverage | Activate response workflow, brief leadership | | Red — Crisis | Viral negative, opposition hashtags, revenue impact | >50 negative mentions/day OR trending topic | Full crisis response activation |

Crisis Response Workflow

Step 1 — Identify (within 1 hour)

| Item | What to check | |------|---------------| | Origin | Which post/comment started it? Who posted? | | Spread velocity | How many shares/comments? How fast is it growing? | | Accuracy | Is the claim accurate? Is there evidence? | | Impact | Who's affected? Customers, partners, employees? |

Step 2 — Respond (within 2–4 hours)

| Situation | Response approach | |-----------|-------------------| | Valid complaint | Apologize + acknowledge + concrete fix + timeline | | Misinformation | Official correction + evidence + calm tone | | Trolls / defamation | Don't argue publicly + save evidence + report to platform | | Major crisis | Press statement + founder video + continuous updates |

Step 3 — Resolve (1–7 days)

| Item | What to do | |------|------------| | Direct resolution | Privately contact the complainant, resolve individually | | Public update | Communicate progress on main channels | | Lessons learned | Internal post-mortem, root cause, prevention plan | | Post-crisis monitoring | Sentiment tracking 2 weeks after, measure brand impact |

Step 4 — Recover (2–4 weeks)

| Item | What to do | |------|------------| | Recovery content | Boost positive social proof, testimonials, case studies | | Positive PR | Articles about improvements, quality commitments | | Engagement push | Increase community responsiveness, faster reply time | | Effectiveness | Compare sentiment before — during — after crisis |

Niche Research — 20 hot topics in 7 days

> Niche research, adapted for global channels.

Goal

Each week, surface the 20 hottest topics/trends in your niche to:

• Create timely content (don't lag competitors)
• Spot content opportunities first
• Know what customers are arguing/curious about

Research Workflow (30–45 min/week)

| Step | Source | How | Time | |------|--------|-----|------| | 1 | Reddit (niche subreddits) | Sort by Top this week, scan high-engagement posts | 10 min | | 2 | TikTok Discover | Hashtag search, filter 7-day, review videos > 50K views | 10 min | | 3 | Google News | Search "industry] news", filter past 7 days | 5 min | | 4 | Twitter / X (industry lists) | Saved lists of industry voices, scan top tweets | 5 min | | 5 | Industry forums / Discord | Active threads from past 7 days | 5 min | | 6 | KOL / Influencer feeds | Watch what 5–10 niche leaders posted this week | 5 min |

Output Format

markdown
# Niche Research — Week [X] ([DD/MM] – [DD/MM/YYYY])

| # | Topic / Trend | Source | Heat | Discussion focus | Content angle | Suggested post |
|---|---------------|--------|------|------------------|---------------|----------------|
| 1 | [Topic] | Reddit / TikTok / News | High/Med/Low | [Summary] | [Description] | [Idea] |
| 2 | ... | ... | ... | ... | ... | ... |
| ... | ... | ... | ... | ... | ... | ... |
| 20 | ... | ... | ... | ... | ... | ... |

Rules

• 7-day window only — anything older drops out
• Verify post date before adding to the table
• Never invent links or stats — real data only
• If you can't find 20 — record the actual count, don't pad
• Prioritize topics with debate or high engagement — not just news
• Tip: pair with Content Matrix → take hot topics → fill matrix → timely content

Trend Identification

Trend Types to Watch

| Type | Description | Action | |------|-------------|--------| | Rising topic | New industry topic gaining discussion | Create content early, claim first-mover | | Viral format | Spreading content format (sound, POV, trend) | Adapt for brand within 24–48h | | Seasonal | Recurring seasonal trends | Plan 2–4 weeks ahead | | Competitor moves | New campaigns, new products, pricing changes | Analyze + strategic response | | Industry sentiment | Shifts in overall industry feeling (e.g. trust loss, rising expectation) | Adjust tone, messaging |

Detection Methods

| Method | Tool | Frequency | |--------|------|-----------| | Trending hashtags | TikTok Discover, Twitter Trends | Daily | | High-engagement comments | Comments on industry / influencer posts | Daily | | Google Trends | Filter by region (US, UK, EU, etc.) | 2x/week | | Industry reports | Reports from Gartner, McKinsey, Statista, eMarketer | Monthly | | KOL / Influencer feeds | Top 5–10 niche voices | 3x/week |

Competitive Monitoring

Competitor Tracking Template

| Metric | Competitor 1] | Competitor 2] | Your brand] | |--------|---------------|---------------|--------------| | Followers (TikTok) | X] | X] | X] | | Followers (Instagram) | X] | X] | X] | | Followers (LinkedIn — B2B) | X] | X] | X] | | Posts per week | X] | X] | X] | | Primary content type | Description] | Description] | Description] | | Avg engagement rate | X%] | X%] | X%] | | Tone of voice | Description] | Description] | Description] | | Communicated USP | Description] | Description] | Description] | | Most recent campaign | Description] | Description] | Description] |

What to Watch on Competitors

| Item | What to track | Why | |------|---------------|-----| | New content | Posts, videos, stories | Learn effective formats, avoid duplication | | Ads Library | Active ads (Meta Ads Library, TikTok Creative Center) | Understand strategy, creative, offers | | Landing pages | Sales page, form, pricing | Benchmark conversion approach | | Customer reviews | Reviews on Google, Trustpilot, FB | Find weak spots to target | | Job postings | Open roles | Predict their direction | | PR / Press | Articles, interviews | Read their comms strategy |

Brand Health Metrics

4 Core Metrics

| Metric | Formula | Benchmark | Frequency | |--------|---------|-----------|-----------| | Share of Voice (SOV) | Brand mentions / Total industry mentions × 100% | >15% is strong | Monthly | | Net Sentiment | (Positive - Negative) / Total mentions × 100% | >60% is good | Weekly | | Response Rate | Mentions responded / Total mentions needing response × 100% | >80% is good | Weekly | | Response Time | Avg time from mention to response | <2h good, <30 min excellent | Weekly |

Detailed Benchmark

| Metric | Poor | Average | Good | Excellent | |--------|------|---------|------|-----------| | SOV | <5% | 5–15% | 15–25% | >25% | | Net Sentiment | <40% | 40–60% | 60–80% | >80% | | Response Rate | <50% | 50–70% | 70–90% | >90% | | Response Time | >24h | 4–24h | 1–4h | <1h |

Tools (Global)

Free

| Tool | Channels | Use | |------|----------|-----| | Google Alerts | Web, news, blogs | Create alerts for brand + competitors, daily email | | Meta Business Suite | Facebook, Instagram | Comments, mentions, messages — built-in | | TikTok Studio | TikTok | Comment management, analytics | | Google Trends | Google Search | Compare brand vs competitor keywords over time | | Meta Ads Library | Facebook, Instagram | View competitor active ads | | TikTok Creative Center | TikTok | Top ads, trending sounds, creative inspiration | | Reddit search / RSS | Reddit | Subreddit-specific keyword tracking | | Talkwalker Free Alerts | Web, social | Free brand mention alerts |

Paid (when scaling)

| Tool | Pricing | Strength | |------|---------|----------| | Brandwatch | Enterprise (custom) | Most powerful enterprise listening, AI sentiment | | Sprout Social | From $249/mo | Listening + management + reporting in one | | Mention | From $49/mo | SMB-friendly, real-time mentions across web + social | | Brand24 | From $79/mo | Multi-channel monitoring, automatic sentiment | | Hootsuite Insights | From $99/mo | Listening + scheduling integration | | Meltwater | Enterprise | PR + social listening + media intelligence | | Talkwalker | Enterprise | Image recognition, AI-driven insights |

Manual Workflow (small teams)

Daily (15–20 min):

1. Check Facebook Page + Instagram notifications (comments, mentions, reviews)
2. Check TikTok comments (latest 3 videos)
3. Search brand on Twitter/X (filter: past 24h)
4. Check Google Business Profile reviews

Weekly (30–45 min):

1. Search brand on TikTok, Reddit, Facebook Groups
2. Check Meta Ads Library for competitors
3. Read Google Alerts digest
4. Update competitor tracking sheet
5. Write weekly report

Weekly Report

Template

markdown
# Social Listening Report — Week [X] ([Date] — [Date])

## Summary

| Metric | This week | Prior week | Change |
|--------|-----------|------------|--------|
| Total mentions | [X] | [X] | [+/- %] |
| Positive mentions | [X] | [X] | [+/- %] |
| Negative mentions | [X] | [X] | [+/- %] |
| Net Sentiment | [X%] | [X%] | [+/- %] |
| Response Rate | [X%] | [X%] | [+/- %] |
| Avg Response Time | [Xh] | [Xh] | [+/- h] |

## Top positive mentions

1. [Source + content summary + reach/engagement]
2. [Source + content summary + reach/engagement]
3. [Source + content summary + reach/engagement]

## Top negative mentions

1. [Source + summary + handled? + outcome]
2. [Source + summary + handled? + outcome]

## Notable competitor activity

- [Competitor 1]: [Notable activity this week]
- [Competitor 2]: [Notable activity this week]

## Trends this week

- [Trend 1]: [Description + brand opportunity]
- [Trend 2]: [Description + brand opportunity]

## Alerts

- [Level: Green/Yellow/Orange/Red] — [Situation description]

## Recommended actions

| # | Action | Priority | Owner | Deadline |
|---|--------|----------|-------|----------|
| 1 | [Description] | [High/Med/Low] | [Role] | [Date] |
| 2 | [Description] | [High/Med/Low] | [Role] | [Date] |

Monthly Report

Template

markdown
# Social Listening Report — Month [X]/[YYYY]

## Executive summary

**3 most important insights:**
1. [Insight 1]
2. [Insight 2]
3. [Insight 3]

## Brand Health Dashboard

| Metric | This month | Prior month | Change | Target |
|--------|------------|-------------|--------|--------|
| Share of Voice | [X%] | [X%] | [+/- %] | [X%] |
| Net Sentiment | [X%] | [X%] | [+/- %] | >60% |
| Response Rate | [X%] | [X%] | [+/- %] | >80% |
| Avg Response Time | [Xh] | [Xh] | [+/- h] | <2h |
| Total mentions | [X] | [X] | [+/- %] | — |

## Sentiment by topic

| Topic | Positive | Neutral | Negative | Trend |
|-------|----------|---------|----------|-------|
| Product | [X%] | [X%] | [X%] | [Up/Down/Flat] |
| Service | [X%] | [X%] | [X%] | [Up/Down/Flat] |
| Pricing | [X%] | [X%] | [X%] | [Up/Down/Flat] |
| Marketing | [X%] | [X%] | [X%] | [Up/Down/Flat] |

## Competitor analysis

| Metric | [Brand] | [Competitor 1] | [Competitor 2] |
|--------|---------|----------------|----------------|
| SOV | [X%] | [X%] | [X%] |
| Net Sentiment | [X%] | [X%] | [X%] |
| Notable content | [Description] | [Description] | [Description] |
| Notable campaign | [Description] | [Description] | [Description] |

## Monthly trends

| Trend | Strength | Brand opportunity | Recommendation |
|-------|----------|-------------------|----------------|
| [Trend 1] | [Strong/Med/Weak] | [Description] | [Action] |
| [Trend 2] | [Strong/Med/Weak] | [Description] | [Action] |

## Crisis / Incidents (if any)

| Date | Incident | Severity | Handled | Outcome | Lesson |
|------|----------|----------|---------|---------|--------|
| [Date] | [Description] | [Green-Red] | [Description] | [Description] | [Description] |

## Next month actions

| # | Action | Priority | Owner | Deadline | Measure by |
|---|--------|----------|-------|----------|------------|
| 1 | [Description] | [High] | [Role] | [Date] | [Metric] |
| 2 | [Description] | [Med] | [Role] | [Date] | [Metric] |
| 3 | [Description] | [Low] | [Role] | [Date] | [Metric] |

Skill Cross-references

• 08-competitor-research-global — deep competitor analysis (listening provides real-time data)
• 09-customer-insight-global — listening is the strongest qualitative source for insight
• 13-data-analysis-global — combine qualitative (sentiment) with quantitative (metrics)
• 07-marketing-report-global — brand health section in monthly reports
• 01-content-calendar-global — trends found in listening → fresh content ideas

Quality Checklist

Initial Setup

• ] Complete keyword list (brand + product + competitors + industry)
• ] Google Alerts created for each keyword group
• ] Notifications enabled on Facebook Page, Instagram, TikTok Studio
• ] Competitor tracking sheet created
• ] Crisis response workflow documented and team briefed
• ] Daily listening owner assigned

Weekly

• ] Daily checks completed every day
• ] Negative mentions handled within 24h
• ] Weekly report sent to team/stakeholders
• ] Competitor sheet updated
• ] New trends logged with content ideas
• ] Niche research done — at least 10 topics/week
• ] Hot topics fed into Content Matrix or content calendar

Monthly

• ] Full monthly report with 4 brand health metrics
• ] Competitor comparison updated
• ] Monthly trends summarized
• ] Next-month actions assigned with owners and deadlines
• ] Keyword list reviewed — added/removed where needed