Skip to 0 minutes and 11 secondsAt the height of the In the Cola Wars in the 1980s, it was a lot harder to know what people thought about your brand. Coke and Pepsi did plenty of market research. But with each new ad, they pretty much had to cross their fingers and hope people liked it. Nowadays, however, knowing what people think about your brand is easy, because, well, they'll tell you directly. Coke and Pepsi each get thousands of interactions from fans and consumers across platforms every day. But what do they do with all that feedback? That's where social listening comes in. Social listening is a method for tracking earned media, or what consumers are saying about your organisation.

Skip to 0 minutes and 51 secondsSocial listening differs from social monitoring in that it identifies patterns in social media conversations to extract key insights that can be applied to your organisations overall media strategy. According to Dan Neely, the CEO of Networked Insights, the key difference between social listening and monitoring is that monitoring sees the trees, listening sees the forest. Social media listening can be used in various ways including tracking your organisation's health, learning what content your audience craves, developing new ideas for marketing campaigns and improving your customer's experience with your brand. The readings this week will cover what exactly social media listening is and how it can improve your organisation's performance on social media.

Skip to 1 minute and 35 secondsWe'll also talk about social media listening tools and teach you how to earn Twitter media right now, for free. Research shows that your consumers trust earned media the most. So let's start investigating what your earned media says about your organisation.

Introducing Earned Media and Social Listening

  • What social media listening tools do you or your organisation use?
  • Does your business earn Twitter media?

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This video is from the free online course:

Digital Media Analytics: Earned Media

Purdue University

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