{"id":17454,"date":"2023-09-23T11:00:28","date_gmt":"2023-09-23T09:00:28","guid":{"rendered":"https:\/\/www.centralmarketingintelligence.it\/brand-listening-why-and-how-to-listen-to-those-who-talk-about-your-company\/"},"modified":"2023-09-23T11:00:28","modified_gmt":"2023-09-23T09:00:28","slug":"brand-listening-why-and-how-to-listen-to-those-who-talk-about-your-company","status":"publish","type":"post","link":"https:\/\/www.centralmarketingintelligence.it\/en\/brand-listening-why-and-how-to-listen-to-those-who-talk-about-your-company\/","title":{"rendered":"Brand listening: why and how to listen to those who talk about your company"},"content":{"rendered":"\n

What brand social listening is, what it can do for you, and why you should in no way ignore it.<\/h2>\n\n\n\n

Brand listening <\/em>is a key part of the most in-depth market research<\/a> and you should definitely not do without it… If you care about your company’s reputation!<\/strong><\/p>\n\n\n\n

We imagine that you really care about your brand name and want to make and keep it as positive as possible.<\/p>\n\n\n\n

But what is your company’s real reputation today?<\/p>\n\n\n\n

Listening to the network is absolutely necessary precisely to understand what your company’s reputation is, avoid crisis and image damage, and constantly improve your customers’ opinion constantly.<\/p>\n\n\n\n

In short, create all the basic prerequisites so that you can grow more and more in your target market <\/strong>and outperform your competitors.<\/p>\n\n\n\n

But what specifically is brand listening and why should no company ever give it up?<\/p>\n\n\n\n

\"Inizia<\/a><\/figure>\n\n\n\n

<\/p>\n\n\n\n

Definition and meaning of brand listening<\/h3>\n\n\n\n

Brand listening, more commonly known as social listening, is the interception and monitoring of online feedback and mentions directed at a company’s brand. In this case, of your company.<\/p>\n\n\n\n

Listening to the network is a key part of market analysis<\/a>, as it allows you to monitor your reputation, deepen consumers’ opinion of your brand, and make the right business decisions at the right time<\/strong>.<\/p>\n\n\n\n

Does it seem little?<\/p>\n\n\n\n

\"Making<\/figure><\/div>\n\n\n\n

The point is that you should not give up on intercepting messages that relate directly to your company and your products or services. Those that “speak” directly about you. In a world where a viral “epidemic” can break out in a matter of hours, you need to<\/em> be aware of exactly what is being said about you.<\/p>\n\n\n\n

And by “you” I mean your brand, your products, your employees, and everything about you.<\/p>\n\n\n\n

No excuses<\/em>. If a consumer suddenly speaks poorly of one of your products because he or she has had a problem, has had a bad experience, or simply has their boxes turned, you need to know right away <\/strong>so that you can react before a bad opinion turns into a fire that is impossible to tame.<\/p>\n\n\n\n

But it doesn’t end there! Collecting these conversations allows you to do much more.<\/p>\n\n\n\n

Read also: <\/strong>Social listening: what it is and why you can’t do without it today<\/a><\/p><\/blockquote>\n\n\n\n

Why is social listening critical for your brand? What are the benefits of this process?<\/h3>\n\n\n\n

First, brand listening allows you to assess what is known in the jargon as “reputation.” Simply put, it lets you know whether people are speaking well or badly about you.<\/p>\n\n\n\n

Second, it allows you to get inside your customers’ heads, finding out exactly what they think: what image they have of your products, what they associate you with, what drives their purchasing choices. Isn’t that the dream of any entrepreneur? <\/p>\n\n\n\n

Third, it helps you quantify your “online visibility,” that is, how much your brand is being talked about online and how many people you are reachingoutside of your marketing investments<\/strong>.<\/p>\n\n\n\n

\"Banner<\/figure>\n\n\n\n

This visibility is called “earned”(earned media<\/em> in English), because it is the end result of everything you are doing.<\/p>\n\n\n\n

This means that the better your marketing, the more people, blogs and newspapers will be brought in to spontaneously<\/em> talk about you (hopefully always in positive terms!).<\/p>\n\n\n\n

Let us better clarify the concept of “earned media,” because it is most important for understanding the principle behind network listening.<\/p>\n\n\n\n

Media earned by your brand? What does it mean?<\/h3>\n\n\n\n

You’ve probably already seen the diagram below on a company’s online presence, which is a bit dated but still more than valid.<\/p>\n\n\n\n

\"brand
Impact of different types of media over time (source: Neil Patel, SproutSocial)<\/em><\/figcaption><\/figure><\/div>\n\n\n\n

As you see there are three different types of media:<\/p>\n\n\n\n