Devising marketing strategies for consumer facing brands via social listening

Abstract

Social listening or social media measurement is a way of brand evaluation by computing the popularity of a brand by monitoring the social media platforms of the brand. The content that is monitored are the posts on these platforms such as pictures, memes, videos, GIFs etc and the response of the audience to these posts. Brands use social listening for tracking social media conversations revolving around their businesses, usually happening through business or domain related keywords, mentions and hashtags. Brands use it for different purposes including establishing relationships with customers, developing new products, identifying the relevant customer segments, increasing the customer engagement etc. Once brands have understood the sentiments and voices revolving around their brands, they can use it to devise marketing strategies to adapt to the changing environments. In this project, we aim to uncover multiple areas related to social listening used by brands. In the first section, we will be choosing top brands from select industries and assessing how these brands have used social listening for their businesses. The next section will be the analysis section where we will use Sprinklr, a social listening tool and analyse the social media performance of brands across a certain timeline. Finally, we will talk about the key insights uncovered and end the report with concluding remarks.