Marketing AI Skill

Social Listening Monitoring

Monitor brand mentions, competitor activity, industry trends, and sentiment across social platforms in real-time. Use when setting up social listening campaigns, tracking brand mentions, monitoring competitors on social media, analyzing sentiment, detecting...

Social Listening & Monitoring

Track brand perception, competitor moves, and industry conversations at scale across all social platforms.

Workflow

  1. Define listening scope: brand names, competitor names, industry keywords, product names, executive names, and campaign hashtags.
  2. Configure monitoring platforms: set up social listening tools, define keyword queries, and configure alert thresholds.
  3. Establish sentiment analysis framework: define positive/negative/neutral classification rules and scoring model.
  4. Set up real-time monitoring: configure dashboards, alerts, and escalation protocols for urgent mentions.
  5. Aggregate and categorize mentions: daily/weekly review of volume, sentiment, themes, and influential voices.
  6. Identify trends and spikes: detect conversation shifts, emerging topics, and crisis indicators.
  7. Generate actionable insights: connect social data to business decisions, product improvements, and marketing strategy.
  8. Route responses: assign mentions to appropriate teams (social media, PR, customer support, product).
  9. Track share of voice: monitor brand vs. competitor conversation share over time.
  10. Report and optimize: weekly reports, monthly trend analysis, quarterly strategy reviews.

Listening Configuration

Keyword Matrix and Query Building

SOCIAL LISTENING KEYWORD MATRIX
==================================

CATEGORY 1: BRAND MENTIONS (Track All)
  → Exact brand name: "[BrandName]", "@BrandName"
  → Brand variations: "[Brand] company", "[Brand] product", "[Brand] app"
  → Common misspellings: "[MisspelledBrand]" (research from search data)
  → Abbreviations/nicknames: "[BrandABBR]" (if commonly used)
  → Product names: "[ProductName]", "[ProductName] [BrandName]"
  → Executive names: "[CEO Name] [BrandName]", "[CMO Name]"
  → Campaign hashtags: "#[CampaignHashtag]", "#[BrandCampaign]"
  → Negative variations: "[Brand] scam", "[Brand] complaint", "[Brand] bad",
     "[Brand] review", "[Brand] vs", "[Brand] alternative"
  → Volume estimate (small brand): 50-200 mentions/week
  → Volume estimate (medium brand): 500-2,000 mentions/week
  → Volume estimate (large brand): 2,000-20,000+ mentions/week

CATEGORY 2: COMPETITOR TRACKING
  → Competitor brand names (5-10 direct competitors)
  → Competitor product names and features
  → "Alternative to [Competitor]": captures comparison-intent mentions
  → "[Competitor] vs [YourBrand]": captures direct comparisons
  → "[Competitor] problems/complaints/switch": captures competitor pain points
  → Competitor campaign hashtags
  → Competitor executive names (for strategic moves)

CATEGORY 3: INDUSTRY TOPICS
  → Industry terminology and buzzwords (20-50 terms)
  → Customer pain points relevant to your solution
  → Emerging technologies and disruptions
  → Regulatory changes and compliance discussions
  → Key industry events, conferences, and publications
  → Job titles of your target audience (for persona targeting)

CATEGORY 4: CAMPAIGN TRACKING
  → Campaign-specific hashtags and keywords
  → Influencer mentions and partnership tracking
  → User-generated content hashtags
  → Event-specific keywords (for trade shows, conferences)

QUERY BUILDING BEST PRACTICES:
  → Use Boolean operators: AND, OR, NOT, NEAR()
  → Use exact match: "[phrase]" for precise tracking
  → Exclude noise: use NOT operator to filter irrelevant mentions
     Example: "email marketing" NOT "job" NOT "jobs" NOT "hiring"
  → Use proximity operators: NEAR(5,"keyword1","keyword2")
  → Group related terms: ("brand" OR "company" OR "app") AND "keyword"
  → Test queries: validate against sample mentions before full deployment
  → Maintain query library: document all queries and their purpose

Sentiment Analysis Framework

Multi-Level Sentiment Scoring

SENTIMENT ANALYSIS MODEL
==========================

SENTIMENT CLASSIFICATION (5-Tier Model):
  POSITIVE (+1.0): Enthusiastic praise, recommendations, appreciation
    Indicators: love, amazing, fantastic, recommend, excellent, best,
      life-changing, "worth every penny", "game-changer", five stars
    Example: "Just switched to @Brand and I love it! Customer support is
    incredible and the product does exactly what they promised."

  LEANING POSITIVE (+0.5): Mild praise, satisfaction, neutral-positive
    Indicators: good, nice, works well, satisfied, helpful, decent,
      "pretty good", "doing the job", "like it"
    Example: "Been using @Brand for a few months. It's pretty solid and
    helps with our workflow."

  NEUTRAL (0.0): Informational, factual, no emotional valence
    Indicators: "does anyone know", "looking for", "how does", "what is"
    Example: "Has anyone compared @Brand with @Competitor? Looking for
    feedback on features."

  LEANING NEGATIVE (-0.5): Mild complaints, concerns, disappointment
    Indicators: could be better, slow, disappointing, issues, problems,
      "not great", "wish it had", "lacks", "hopes they fix"
    Example: "@Brand's new update could be better. The interface feels
    cluttered and some features are harder to find."

  NEGATIVE (-1.0): Strong complaints, anger, warnings, reports of harm
    Indicators: terrible, worst, scam, broken, fraud, lost money, hacked,
      phishing, "avoid this", "waste of money", "do not buy"
    Example: "@Brand charged me without permission and their support
    won't respond. Do not trust this company."

URGENT/Negative Severity Scoring:
  Level 1 (Standard complaint): General dissatisfaction, feature request
    Response time: 24 hours | Owner: Social media team
  Level 2 (Serious complaint): Service failure, billing issue, poor support experience
    Response time: 4 hours | Owner: Customer support + social media
  Level 3 (Crisis indicator): Data breach allegation, fraud claim, public complaint
    Response time: 1 hour | Owner: PR + legal + executive team
  Level 4 (Active crisis): Viral negative content, media pickup, regulatory mention
    Response time: 15 minutes | Owner: Crisis team (CEO + legal + PR + comms)

AUTOMATED SENTIMENT DETECTION RULES:
  → Use NLP-based sentiment analysis (tool-level: Brandwatch, Sprout Social, Talkwalker)
  → Manual review for: mentions with 100+ engagements (high-visibility)
  → Escalation triggers:
     - Negative sentiment score < -0.5 with 50+ engagements: auto-escalate
     - Keywords "fraud", "scam", "lawsuit", "data breach": immediate alert
     - Influencer/post with >100K followers: priority handling
     - Same complaint from 3+ users within 24 hours: pattern detection alert

DAILY SENTIMENT DASHBOARD:
  Total mentions today: ___
    Positive: ___% (___ mentions)
    Neutral: ___% (___ mentions)
    Negative: ___% (___ mentions)
  Overall sentiment score: +0.__ / -0.__
  Sentiment trend (vs. yesterday): ▲ improving / ▼ declining / → stable
  Top positive themes: [theme 1], [theme 2], [theme 3]
  Top negative themes: [theme 1], [theme 2], [theme 3]
  Unresolved negative mentions: ___ (age: ___ hours)

Share of Voice Tracking

Competitive SOV Analysis

SHARE OF VOICE (SOV) ANALYSIS FRAMEWORK
=========================================

DEFINITION: Your brand's share of total conversations in your industry/market category.

SOV CALCULATION:
  Your brand mentions ÷ Total category mentions × 100 = SOV %

  Where "total category mentions" = all mentions containing category-relevant keywords
  (not just your brand and direct competitors — the entire conversation)

TRACKING CONFIGURATION:
  → Category keyword list: 20-50 broad industry/category keywords
     Example for SaaS CRM: "CRM software", "customer relationship management",
     "sales pipeline tool", "contact management", "lead tracking software"
  → Competitor list: 5-10 direct competitors by name
  → Measurement period: Weekly snapshots, monthly/quarterly reporting
  → Platform coverage: Twitter, LinkedIn, Facebook, Reddit, industry forums, review sites

SOV DASHBOARD:
  ┌──────────────────────┬───────────┬─────────┬──────────┬───────────┐
  │ Brand                │ Mentions  │ SOV %   │ Trend    │ Sentiment │
  ├──────────────────────┼───────────┼─────────┼──────────┼───────────┤
  │ Your Brand           │ ___       │ ___%    │ ▲/▼/→   │ +0.__     │
  │ Competitor A         │ ___       │ ___%    │ ▲/▼/→   │ +0.__     │
  │ Competitor B         │ ___       │ ___%    │ ▲/▼/→   │ +0.__     │
  │ Competitor C         │ ___       │ ___%    │ ▲/▼/→   │ +0.__     │
  │ Competitor D         │ ___       │ ___%    │ ▲/▼/→   │ +0.__     │
  │ Others/Unattributed  │ ___       │ ___%    │ ▲/▼/→   │ ___       │
  │ ── TOTAL ──          │ ___       │ 100%    │          │           │
  └──────────────────────┴───────────┴─────────┴──────────┴───────────┘

SOV TARGETS BY BRAND POSITION:
  Market leader: 25-40% of conversations
  Top 3 competitor: 15-25% of conversations
  Growing challenger: 5-15% of conversations
  New entrant: 1-5% (growth target: 5%+ within 12 months)

SOV IMPROVEMENT TACTICS:
  1. Content amplification: increase content output on high-SOV platforms
  2. Engagement strategy: actively participate in industry conversations
  3. Influencer partnerships: collaborate with industry influencers for reach
  4. Campaign-specific hashtags: launch unique, memorable campaign tags
  5. Rapid response: respond to mentions quickly (increases conversation depth)
  6. Competitive comparison content: create "vs" content targeting competitor keywords
  7. Review management: encourage satisfied customers to leave reviews (review sites count in SOV)
  8. PR and media mentions: press releases, expert commentary, thought leadership

SOV INSIGHTS REPORTING:
  Monthly SOV report includes:
  → SOV trend (12-month rolling chart)
  → SOV by platform (Twitter, LinkedIn, Reddit, etc.)
  → SOV by topic/theme (product, brand, industry, competitive)
  → Correlation analysis: SOV vs. website traffic, leads, revenue
  → Competitive wins: instances where you gained SOV from competitors
  → Strategic recommendations for SOV improvement

Crisis Detection & Response Protocol

SOCIAL MEDIA CRISIS DETECTION AND RESPONSE
============================================

CRISIS SEVERITY CLASSIFICATION:

  LEVEL 1 — LOW (Monitor):
    Indicators:
    → Negative mentions on single platform
    → Limited reach (< 100 engagements per negative post)
    → Isolated incident (1-2 similar mentions)
    Response:
    → Response time: 2-4 hours
    → Team: Social media manager
    → Actions:
      - Acknowledge and respond publicly
      - Move conversation to private (DM, email, phone)
      - Document incident and resolution
      - Update social listening filters if new pattern emerges
    Resolution target: 24 hours

  LEVEL 2 — MEDIUM (Alert):
    Indicators:
    → Negative mentions across 2+ platforms
    → Growing engagement (100-1,000 engagements per post)
    → Multiple similar complaints (3-10 within 24 hours)
    → Blog/media mention (not mainstream)
    Response:
    → Response time: 1 hour
    → Team: Social media + PR + customer support + management
    → Actions:
      - Draft public response statement
      - Internal assessment: scope, impact, root cause
      - Escalate to appropriate internal teams
      - Increase monitoring frequency (hourly checks)
      - Prepare holding statement if escalation likely
    Resolution target: 4-8 hours

  LEVEL 3 — HIGH (Escalate):
    Indicators:
    → Viral negative content (> 1,000 engagements)
    → Mainstream media pickup (major news outlets)
    → Customer outrage or organized complaints (Twitter storm, Reddit thread)
    → Regulatory body mention or inquiry
    Response:
    → Response time: 30 minutes
    → Team: Crisis team (CEO, legal, PR, marketing, customer support)
    → Actions:
      - Publish holding statement on primary platforms
      - Prepare press release (coordinate with PR team)
      - Prepare executive statement (CEO video or written)
      - Brief customer support team with FAQ
      - Pause all scheduled marketing content
      - Set up dedicated monitoring war room
      - Legal review of all public statements
    Resolution target: 24-48 hours

  LEVEL 4 — CRITICAL (Full Crisis):
    Indicators:
    → Active boycott or organized movement
    → Regulatory investigation or legal action
    → Major data breach or security incident
    → CEO/executive scandal
    Response:
    → Response time: 15 minutes
    → Team: Executive crisis team + legal counsel + external PR firm
    → Actions:
      - Immediate public statement (transparent, accountable)
      - Consider pausing all marketing and promotional activity
      - Engage external crisis PR firm if needed
      - Prepare for media interviews and press conferences
      - Legal counsel reviews all communications
      - Customer notification plan (if data breach)
      - Continuous monitoring (real-time alerts)
    Resolution target: 1-7 days (depending on severity)

CRISIS RESPONSE CHECKLIST:
  [ ] Internal assessment complete (scope, impact, root cause identified)
  [ ] All stakeholders notified (executives, legal, PR, customer support)
  [ ] Public response drafted, reviewed, and approved
  [ ] Response published on all affected platforms
  [ ] Social listening increased to hourly/real-time monitoring
  [ ] Customer support team briefed with FAQ and talking points
  [ ] Media monitoring active (newspapers, TV, radio, online news)
  [ ] Internal communications sent (employees briefed)
  [ ] Recovery plan drafted (how to rebuild trust and reputation)
  [ ] Post-crisis analysis scheduled (within 7-14 days of resolution)

CRISIS RECOVERY METRICS (tracked post-crisis):
  → Sentiment recovery timeline: days/weeks to return to baseline
  → Mention volume normalization: return to pre-crisis levels
  → Share of voice recovery: SOV return to pre-crisis level
  → Customer retention: churn rate during and after crisis
  → Revenue impact: sales/revenue decline during crisis period
  → Brand health tracking: brand awareness and perception post-crisis

Reporting & Insights

Regular Reporting Framework

WEEKLY SOCIAL LISTENING REPORT
================================

1. EXECUTIVE SUMMARY (3-5 bullet points):
   → Key sentiment shifts vs. prior week
   → Major conversation themes and trends
   → Competitive insights and notable competitor activity
   → Actionable recommendations

2. VOLUME OVERVIEW:
   → Total mentions: ___ (vs. prior week: ▲/▼ ___%)
   → By platform: Twitter ___%, LinkedIn ___%, Reddit ___%, Other ___%
   → Peak mention day: [day] at [time]
   → Top 5 mentioned topics: [list with mention counts]
   → New keywords discovered: ___

3. SENTIMENT BREAKDOWN:
   → Overall sentiment score: __ (prior week: __)
   → Positive: ___% | Neutral: ___% | Negative: ___%
   → Sentiment trend: ▲ improving / ▼ declining / → stable
   → Top positive themes: [theme 1 with count], [theme 2], [theme 3]
   → Top negative themes: [theme 1 with count], [theme 2], [theme 3]
   → Notable sentiment shifts: [describe any significant changes]

4. SHARE OF VOICE:
   → Your brand SOV: ___% (prior week: ___%)
   → Top competitor SOV: [Competitor] ___%
   → SOV trend: ▲ gaining / ▼ losing / → stable
   → Competitive wins: [specific instances where brand gained ground]

5. INFLUENCER & ADVOCATE TRACKING:
   → Top brand advocates by engagement: [name, platform, engagements]
   → New influencer relationships identified: [name, audience size, topic]
   → Influencer campaign performance: [campaign name, reach, engagement]
   → Negative influencer mentions: [name, issue, status]

6. UNRESOLVED MENTIONS:
   → Total pending responses: ___
   → High-priority (100+ engagements): ___
   → Age of oldest unresolved mention: ___ hours
   → Trending complaints requiring escalation: [list]

7. ACTION ITEMS:
   → Immediate (this week): [list specific actions with owners]
   → Short-term (next 2 weeks): [list actions]
   → Strategic (next quarter): [list actions]

MONTHLY TREND REPORT (additional sections):
  → 30-day sentiment trend analysis (chart)
  → SOV trend analysis (chart, 12-month rolling)
  → Top performing content by social engagement
  → Competitive landscape changes (new competitors, market shifts)
  → Industry trend analysis (emerging topics, technology shifts)
  → ROI analysis: social listening impact on business metrics

QUARTERLY STRATEGIC REPORT:
  → Full conversation landscape analysis
  → Brand perception trends (12-month)
  → Competitive positioning analysis
  → Content strategy recommendations based on conversation data
  → Crisis risk assessment
  → Budget and tool recommendations

Edge Cases

Integration Points