Exhibit 28.5 Meltwater’s social listening platform.
Exhibit 28.6 Google Alerts.
The importance of social listening is highlighted in Section
Social Listening, Chapter New Media and in Section
New Media, New Imperatives, Chapter Digital Marketing.
User generated content (UGC) on the internet can inspire new ideas, thoughts and
perspectives, that could aid the development of new products. This is covered in Section
Benefits and Limitations of UGC, Chapter Qualitative
Research. In the same chapter, Section
The iSnack 2.0 Saga, provides examples of the impact UGC.
As elaborated in the abovementioned sections, conversations on the internet impact the
health and security of brands. To protect your brand, it is important that you monitor the online
conversations and remain engaged in the dialogue. For this purpose, you should rely on social
listening tools such as some of the better-known products listed here:
Besides the analytics and research reports, these tools continually post keyword
search results to your email inbox. For instance, by creating the alert “Dove Bottle” on Google
Alerts (Exhibit 28.6), a content change detection and notification service, you would request
to be alerted by email, on a regular basis, whenever a new post containing the words “Dove Bottle”,
appears on the internet.
In addition to keyword monitoring and search capabilities, many of these tools
can perform sentiment analysis and provide data filtering and visualization. Some platforms
also use analytical rule-based algorithms to classify and prioritize conversations that
need attention. All of these facilities are useful for monitoring conversations related to
your brands, products, and marketing initiatives.
