Five examples of how social listening impacted brand strategies in COVID-19

Low Lai Chow

Social listening is a critical activity at a time of profound disruption to consumer habits, as it gives marketers a real-time insight into evolving needs and behaviours.

Why it matters

At moments of disruption, it can be difficult for marketers to keep pace with the habits and preferences of their target audience. Social listening can offer real-time insights at scale, making it a valuable source of inspiration and guidance for brands.

Takeaways

  • Analyzing sentiment is critical, as focusing on the volume of social activity does not provide a glimpse into attitudinal responses.
  • Qualitative stories can be powerful underpinnings for new brand strategies, and help verify quantitative insights.
  • Looking at social trends may give marketers an opportunity to fuse two (or more) emerging habits together to deliver new...

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