Your fans and followers aren’t the only audiences you should be keeping up with on social. Many people won’t post directly to your wall or tweet at you, but they’re still saying something about your brand, product, or services you want to hear.
Using Listening in Socialbakers Analytics module, you can track Facebook Page posts and Tweets about any set of keywords or topics that interest you, so you can stay updated and do what you can to be credible, especially if you find some less than pleasant mentions.
To read about Socialbakers' listening partnership and product integration with Digimind, scroll to the end of the article.
Accessing Social Listening in the Analytics Module of Socialbakers Suite
You can access Listening in the top bar of Analytics. Click on it to enter the Listening Dashboard, your home base for all things Listening.
If this is your first time using Listening, you’ll first have to activate it by connecting a Twitter account, brand or personal – either will work. Once you do that, you’re ready to start setting up the Keywords you’re interested in monitoring. So let’s head over to “Listening Settings”. In Settings, a handy guide will help you through the set up.
How to Add Queries
First, you need to add Queries, which are the actual keywords or phrases you’d like to monitor. Just click on “Add New Query” and a form will pop up, allowing you to specify the kind of mentions you’re looking for. Give it a name so you can identify this Query later, and select if you’d like to search for these mentions in Facebook or Twitter, or both.
Note that in terms of tracking mentions on Facebook, you’ll only see those that are made on Facebook pages. You won’t find mentions made by individuals, due to Facebook’s Privacy Policies.
So how do you choose queries? It depends on what you're looking for. You have 3 different categories to choose from – and you can mix and match: Keyword, Mention or Hashtag.
As you can see, you have a lot of options, but what you choose to include or exclude is up to you. For example, you could check out all the mentions of your product, but you might want to exclude those that are already tagging your profile. After all, you’ve probably already seen these in your own mentions, and you’d rather explore what’s being said about your brand beyond what’s been directly tweeted at you. To the left hand side, you’ll find the AND or OR option. You can decide to “Exclude” whatever you need to.
Finally, there’s also the option to choose a Language. Maybe you’re only interested in mentions in English. Of course, if you want to show all, regardless of language, leave this marked as “Any.”
Once you’ve selected all your options, just click on “Add Query”. You’re all set! Note that if a query is edited, it will reset and the historical data will be lost. So be sure to keep that in mind as you work in the section.
How to Add Topics
The next step is to add your topics! Think of topics as folders where you can store all of the mentions and information brought in by a group of Queries.
This will come in handy when analyzing the information later. You can use Topics to filter out information from a specific campaign or event for an organized approach to analysis. When you’re done, simply click “Add Topic.”
Setting Up Your Listening Dashboard
Once you’ve set up your Queries and Topics, you can now head back to the Listening Dashboard. Here, you can see 4 different columns that you can use to find key information: Platfrom, Query, Topic, and Language.
Remember to define the time range you want to analyze. Since Listening works in real time, you can also choose to see those mentions that have come in today. Do keep in mind that there is no historical data when it comes to listening. The moment you add a query is the start date. So, if you have a specific campaign coming up, be sure to set up your queries before it starts.
In the Listening Dashboard, you can also check out your executive summary, which includes the total mentions and authors for the topic you chose. What days were busiest? What was the top query within your topic? And what was the top language among posts?
Scroll down to see the evolution of mentions per platform, a quick summary of topics, queries, and the top 5 mentions made by users or profiles with the largest audience. Also see the Top 5 authors by number of mentions regardless of following size. For Socialbakers Engage, we might find some inspiration on who to connect with.
You can also dig in to particular options such as Content, Audience and Mentions.
In Content, you can analyze which one of the Queries has had the most mentions, and a breakdown of all queries within the topic. Audience will show a breakdown of who’s actually talking about the Queries and Topics you set up. Finally, you can jump into Mentions. Here, you’ll be able to see what exactly people are talking about. Check out every piece of content in detail, including the author of the tweet, the option to check it out on Twitter, the language, how many followers the author has, and also how many profiles is he or she following.
Unlimited Queries or Topics
There’s no limit to the amount of Queries or Topics you can monitor. When using Listening, you will be able to pull in as many as 50,000 mentions each month. If you’d like to increase the number of mentions available, simply contact your Account Manager. With Listening, you can get valuable feedback, stay in the loop on what’s being said about your brand, and even put out potential fires by responding more quickly to negativity.
A Complement to Socialbakers: Integration with Digimind, a Listening Partner
Our partnership with Digimind strengthens your listening capabilities as well, complementing the data insights from our unified platform with a wider perspective across social and the web. Digimind is a listening software to listen, analyze, and report. This is an additional integration for eligible Socialbakers clients. With this integration, you'll have a dedicated Listening module that seamlessly integrates Digimind's capabilities right into the Socialbakers Suite platform.
To learn more about this integration and how to leverage it, reach out to your Account Manager or email firstname.lastname@example.org.