AI for Social Listening: The Secret Weapon for Businesses

AI for Social Listening

Conversations about brands and between brands are constantly popping up online across multiple social platforms. The amount of manpower it would take to monitor every single conversation is insurmountable. But it’s a must for most businesses in case of controversies, upset customers, or jumping onto trends and needs in your client/customer base. When you are able to do this effectively, it’s called social listening, but businesses no longer have to do this alone. Now, with the help of artificial intelligence, or AI, you can automatically stay on the pulse of every conversation about your business. In this blog, we will discuss how you can use AI for social listening, what companies are doing it well, and what social listening tools might help you. 

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Demystifying Social Listening

What is Social Listening?

Social listening is simply the practice of listening to social media platforms to understand how people feel about your company, what people say about it, what people are talking about in your industry in general, and what trends are happening that are relevant for you. It’s not just about your mentions on social media but also subjects that can help you get the right insights to help you make targeted decisions. 

Why is Social Listening Important?

You cannot afford to miss out on social listening in this climate. Below, we have put together a list of some things it will help you spot quickly to give you some ideas on what you might use these tools for to suit your bushes: 

  • Customer Insights: Gone will be the days of surveys and out-of-date data. Now, you can get opinions immediately that are current. 
  • Competitive Intelligence: find out what other companies in your industry are doing. 
  • Crisis Management: Find problems within your customer base and complaints to quickly address them before there are PR issues. 
  • Content Strategies: Be able to build a content strategy that actually works for your customer base. 

Social Listening vs. Social Monitoring

There is a difference between social Listening vs. Social Monitoring. Social Monitoring will track when your company is mentioned, respond to immediate problems, and even interact with customers. It’s a reactive tool that can help you immediately.

Where as Social Listening is more comprehensive. It does include some Social Monitoring but goes even further by understanding context. Social Listening is a tool that can identify trends, analyze sentiments, and help you make the right decisions (not make them for you).

AI-Powered Social Listening

There are so many things that AI social listening specifically does. Below, we have listed some things you might use in your business:

  • Automated Sentiment Analysis: AI can take comments across social media and organize them into categories of positive, negative, or neutral. This way, at a glance, you can see how you are being perceived across social media and address each column as needed. 
  • Natural Language Processing (NLP): AI can now understand natural language processing, essentially meaning that AI can understand slang and colloquialisms and understand the world of social media and all the little nuances that come with certain demographics. 
  • Advanced Data Analytics: AI is best known for its ability to collect massive amounts of data and analyze it. AI can now do this across social platforms to find trends, patterns, and anomalies for you to take advantage of. 
  • Predictive Analytics: AI doesn’t just tell you what’s happening right now; it can predict what will happen in the future. This way, you can get in front of the trend and be the one delivering it.

Can You Automate Social Listening?

AI tools for social listening can be automated or run in the background, so you don’t have to manually trawl through any information. This saves businesses time and money, but also means you will not miss something that could impact your business. 

AI-Powered Social Listening Tools

If you’re interested in Social Listening for your business, then you need to know the right tools to research. Below, we have put together a quick list of some you might consider:

Tool Name Key Features
Brandwatch Advanced sentiment analysis, trend prediction, and reporting. You can collaborate on social media calendars with data to back it up and get immediate reports straight to you when there is a threat. 
Talkwalker Real-time social media tracking, crisis detection, and AI-driven analytics. You can get data to you to help you create pitches for your next meeting or come up with ideas for social media. 
Sprout Social AI-powered chatbots, automated social publishing, and detailed analytics. You can schedule social media posts in advanced and get alerts when you need to answer questions from customers/clients. 

The Future of AI in Social Listening

AI is becoming increasingly more advanced as years go by, and this is no different for Social Listening. There are many incredible things to look forward to.

Enhanced Accuracy

Social Listening AI grows more and more accurate at being able to understand context and the way that humans speak to one another online. 

Deeper Personalization

Personalization is the way forward for online marketing, and AI is the tool you need to make it happen. In time, AI for Social Listening will be able to deliver personalized responses on social media based on the users preferences.

Automated Crisis Management

Crises management will become more automated, stopping a PR crisis in its tracks before it can pick up steam. 

Case Studies: Companies Who Get AI Social Listening Right

Now that we’ve discovered the basics of what AI Social Listening actually is let’s take a look at how some of the biggest companies in the world use it. 

American Express

American Express, the credit card company, sets up Social Listening AI to trawl through social media, looking for specific keywords in messages sent out by individuals. This way, a bot can jump on the mention and direct the customer to the correct place to actually get help. By doing this, American Express keeps complaints to a minimum and shows they are a proactive brand that cares about its customers. Another thing their AI is listening for is questions about services. If someone Tweeted someone else, asking a question about something American Express-related, the company will respond immediately and hopefully convert the customer right away. 

Spotify

Spotify really is at the forefront of a lot of AI trends in general, and they’re no strangers to Social Listening. As a music platform, Spotify monitors social media to look for people talking about artists, songs, and genres for a very good reason. Spotify is trying to identify what artists and music trends are on the way up. By identifying the next big thing in music, they can get the artist or songs onto their platform and make sure they are the place you want to go to listen. 

Spotify also uses Social Listening to see what people are listening to lately so they can offer recommendations and target people with their marketing campaigns and get it right the first time.

L’Oreal

L’oreal is a cosmetics company, and they also use Social Listening. Beauty is a big industry where reviews aren’t hard to find but can be a massive trawl to get through. L’oreal uses AI to improve their product development and see what the customer is loving or hating about their latest products. They also look out for product complaints. This way, the makeup can be re-formulated and re-released quicker than ever. 

Sephora

Sephora sells some of the best brands in the beauty industry, but to do this, they need to know who is trending and what products are worth investing in. That’s where Social Listening comes in. Sephora can stay up to date on what people are buying, loving, and searching for in the makeup, skincare, and hair world and make sure they are the company providing it. 

Netflix

Netflix streams entertainment and uses a lot of AI to get it right, Social Listening is just one of them. Netflix uses Social Listening AI to see what movies and shows are being talked about the most so they can get the rights to show them on their platform. The AI will also show which demographics are talking about shows they may already have on their platform. This can help Netflix target the right audience with the right shows at the right time when they log on to their Netflix account. 

Conclusion: AI for Social Listening

Social Listening is a must for any growing company, as it can save you time, money, and point you in the right direction for the future of your products and services.

If you need assistance with custom content that ranks and gets clicks, improves your brand’s exposure online, increases quality traffic to your site, and converts visitors into customers, contact ClickGiant today. We are a leading digital marketing agency serving clients nationwide. 

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