Why Social Listening is Not the Right Way to Measure Brand Awareness

What is Social Listening?

Let’s start at the very beginning.‍

How Does it Work?

Social listening is run via software that monitors and analyzes online conversations about your brand. It can also be used to do the same for your competition.

Sounds Cool, What’s the Problem?

Although it sounds as if social listening is gathering a wealth of data, it actually is only providing the perception of a teeny, tiny part of the population. The 90–9–1 rule explains why.

Social listening isn’t accurate

Krista Neher, CEO of Boot Camp Digital, told us about a time she used social listening, but sadly it didn’t work out.

‍Social listening cannot be used in isolation

Another issue that social listening has caused people is that it cannot be used in isolation from other assessment tools. Matthew Crouch, Brand Journey Consultant at Soto Consulting, tells us why this has been a problem for him.

  • How singularly is a brand based on social media? From our experience, the only caveat to this is that the more singularly social media a business or brand is, the closer their social listening metrics will be to reality.

Why Brand Tracking is the Better Option

Matthew and the rest of the team so Soto Consulting identifies the following flow-on effects from social listening to brand awareness and the steps required in between:



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