Why it matters
At moments of disruption, it can be difficult for marketers to keep pace with the habits and preferences of their target audience. Social listening can offer real-time insights at scale, making it a valuable source of inspiration and guidance for brands.
Takeaways
- Analyzing sentiment is critical, as focusing on the volume of social activity does not provide a glimpse into attitudinal responses.
- Qualitative stories can be powerful underpinnings for new brand strategies, and help verify quantitative insights.
- Looking at social trends may give marketers an opportunity to fuse two (or more) emerging habits together to deliver new...