Social Listening Platforms: Making Sense of the Noise
As the adoption of social listening within companies has grown, so has the number of listening platforms to fill the market need. This has resulted in a fragmented and confusing market that can be challenging to navigate. The technology decision often must be one that addresses the needs of many groups within an organization - including brand marketers (sentiment analysis – brand and competitors), acquisition marketers (SEM keyword generation or email subject lines), customer service teams (problem identification and resolution) and product management groups (new product feedback).
Marketers need to evaluate the data retrieval (where is the dating coming from), text processing (how is the data synthesized for analysis) and available insights (how the data drive business results). This paper shows how the top listening platforms compare in these areas, key insights for social listening, and where we believe social listening is heading.