Social Listening

Domain: SocialMotion: ExecutionOwner: MarketingEntity: ChannelStage: AdvocacyStage: AwarenessSurface: Social

Social

Social Listening involves continuously tracking, analyzing, and interpreting online conversations, reviews, and social media activity related to a brand, product, competitors, or broader industry trends. It helps teams translate strategy into repeatable execution. Relevant KPIs include Brand Mentions and Sentiment Analysis.

Related KPIs

Metric	Description
Brand Mentions	Brand Mentions measures the number of times your brand name is referenced across public or private channels (e.g., social media, forums, press, communities) within a specific timeframe. It helps gauge brand visibility and word-of-mouth momentum.
Sentiment Analysis	Sentiment Analysis is the process of analyzing text, speech, or other data to determine the emotional tone behind it. It categorizes feedback as positive, neutral, or negative, providing insights into how customers feel about a product, service, or brand.
Sentiment Analysis (Sales + Social)	Sentiment Analysis (Sales + Social) measures the tone (positive, neutral, negative) of feedback and conversations related to your brand across sales call transcripts and social media platforms. It helps track brand perception, objection patterns, and positioning effectiveness.
Share of Voice vs. Competitors (By Channel)	Share of Voice (SOV) vs. Competitors (By Channel) measures your brand’s visibility as a percentage of total market conversations, mentions, or impressions compared to key competitors — segmented by specific marketing or communication channels.
Social Engagement from Target Accounts	Social Engagement from Target Accounts measures the number or percentage of social interactions (likes, shares, comments, follows, mentions) that come from accounts on your target account list. It helps assess brand awareness, content resonance, and early-stage intent within your ICP.