What Is Social Listening Analytics?

Understanding your customers is paramount for any business striving to thrive and succeed. As marketing professionals, social media executives, brand managers and social media professionals, you are well aware that staying attuned to your audience’s preferences and behaviours is crucial.

This is where the power of social listening analytics comes into play.  As you read on we’re going to explore the core metrics for analysing your social listening data and how to leverage these insights effectively to make informed decisions and improve your product offerings.

social listening analytics

What Do We Mean By Social Listening Analytics?

Before considering the details of social listening analytics, it’s important to grasp the concept itself. Social listening, often referred to as social media monitoring, involves tracking and analysing conversations, mentions and discussions about your brand, products, or industry across various social media platforms.

Social listening analytics takes this data a step further by employing advanced tools and metrics to extract actionable insights.

Why Do Brands Use Social Listening?

Brands utilise social listening analytics for a multitude of reasons. It provides a window into the minds of their customers and the online community as a whole. By understanding sentiment, trends and emerging topics, brands can:

Monitor Brand Reputation: Social listening helps in keeping tabs on what people are saying about your brand. This can help identify and address potential PR crises.

Identify Influencers: Discover key influencers in your industry or niche who can amplify your brand’s reach.

Competitor Analysis: Gain insights into your competitors’ strategies and identify areas where you can outperform them.

Customer Feedback: Understand your customers’ preferences and pain points through their conversations on social media.

Content Strategy: Tailor your content strategy to align with trending topics and customer interests.

Product Development: Use customer feedback to refine and innovate your products and services.

How Can We Leverage Our Social Listening Analytics Data?


Now that we’ve established the significance of social listening analytics let’s explore how you can leverage this data to your advantage. Social listening analytics can be a game-changer in terms of marketing campaigns and overall decision-making. Effective use of social listening analytics can do the following :

Inform marketing campaigns: By understanding what resonates with your audience, you can create highly targeted and relevant marketing campaigns that drive engagement and conversions.


Generate consumer interest: Identify the topics and trends that generate the most interest among your audience and incorporate them into your content strategy.

Optimise social calendars: Plan your social media posts and campaigns based on peak engagement times and trending topics.

Key Social Listening Analytics Metrics to Enhance Performance

To harness the full potential of social listening analytics, it’s crucial to be familiar with the key metrics that matter most. These metrics provide valuable insights that can inform your strategies and decision-making processes.

Sentiment analysis

Sentiment analysis helps you understand how people feel about your brand or specific topics related to your industry. It categorises mentions as positive, negative, or neutral, enabling you to gauge overall sentiment and address issues promptly.


Engagement metrics

Engagement metrics include likes, shares, comments, and clicks on your social media posts. Tracking these metrics helps you assess the impact of your content and identify what resonates with your audience.

Influence score

Identifying influencers in your niche is vital for effective collaboration. An influence score measures the authority and reach of social media users, helping you connect with the right influencers to promote your brand.

Share of voice

Share of voice measures your brand’s presence in online conversations compared to competitors. It provides insights into your brand’s competitive position and market share.


How To Analyse Social Listening Data

Analysing social listening data may seem daunting, but breaking it down into steps can simplify the process:

  • Data collection: Use social listening tools to gather relevant data from various social media platforms.

  • Data cleaning: Remove irrelevant or duplicate data to ensure accuracy.

  • Sentiment analysis: Analyse the sentiment of mentions to gauge overall sentiment.

  • Identify trends: Look for emerging trends and topics within your data.

  • Engagement assessment: Assess engagement metrics to determine what content performs best.

  • Competitor analysis: Compare your brand’s social listening data with that of competitors.

  • Actionable insights: Use the insights gathered to inform marketing strategies, content creation, and decision-making.

Social Listening Analytics Tools

In the realm of social listening analytics, having the right tools at your fingertips can make all the difference in extracting meaningful insights from the vast sea of online conversations. Fortunately, an array of social listening and analytics tools is available, each with its unique strengths and capabilities.

One standout among these tools is WatchMyCompetitor (WMC), which allows businesses to harness the power of social listening analytics. WMC boasts a comprehensive suite of features that empower you to delve deep into the digital landscape.

Real-time monitoring

Keeping your finger on the pulse of social media conversations is essential for staying ahead. WMC offers real-time monitoring capabilities, ensuring that you are always in sync with the latest trends, discussions and mentions.

Sentiment analysis

Understanding the sentiment behind mentions and conversations is crucial for gauging public perception. WMC’s analysis function provides you with insights into whether the sentiment is positive, negative, or neutral, helping you make informed decisions and address issues promptly.

Competitor tracking

In the world of business, knowing your competitors is half the battle. WMC enables you to keep a watchful eye on your rivals, tracking their social media activities and strategies. This competitive intelligence allows you to identify opportunities and areas where you can outperform your competition.

Influencer identification

Collaborating with influencers who resonate with your target audience can significantly amplify your brand’s reach. WMC aids in influencer identification, helping you connect with key industry figures who can become powerful advocates for your brand.

Detailed insight report

Social listening is not just about collecting data; it’s about deriving actionable insights. WMC goes beyond data collection by generating detailed insight reports. These reports provide you with the actionable information you need to refine your strategies, make data-driven decisions and optimise your approach.

Final Thoughts

Social listening analytics is a powerful tool that empowers businesses to understand their customers better, stay ahead of trends, and make data-driven decisions. By harnessing the key metrics and insights it provides, you can unlock new opportunities and ensure your brand remains relevant in the ever-evolving digital landscape. Start your journey towards understanding your customers’ data today with WatchMyCompetitor’s comprehensive social listening analytics solutions.



What is the difference between social listening and social media monitoring?

Social listening goes beyond monitoring and involves analysing conversations and trends to extract actionable insights. It focuses on understanding the sentiment and context behind mentions. This article will explore this topic more in-depth.

How often should I conduct social listening analysis?

The frequency of social listening analysis depends on your industry and goals. Regular monitoring is essential, but in-depth analysis can be conducted monthly or quarterly.


Can social listening analytics help with crisis management?

Yes, social listening analytics can detect potential PR crises early by monitoring negative sentiment and emerging issues, allowing you to respond proactively.


Is social listening analytics suitable for small businesses?

Absolutely! Social listening analytics can benefit businesses of all sizes by providing valuable insights, enhancing brand reputation, and guiding marketing strategies.