/15-social-listening

name: 15-social-listening
description: "Dung khi can theo doi lien tuc nguoi ta noi gi ve thuong hieu, doi thu va nganh tren mang xa hoi — bo tu khoa giam sat, phan loai sac thai, bao cao tuan va thang, canh bao som, chi so brand health. Kich hoat khi user nhac 'social listening', 'theo doi thuong hieu', 'giam sat mang xa hoi', 'brand monitoring', 'khach dang noi gi ve minh', 'do sentiment', 'co ai nhac ten shop khong', 'canh bao som khung hoang'. Khong dung cho — khung hoang DA XAY RA va can xu ly ngay thi dung skill 66-crisis-playbook; mo xe chien luoc mot doi thu cu the thi dung skill 08-nghien-cuu-doi-thu; doc so lieu ads va web thi dung skill 13-phan-tich-du-lieu."
metadata:
  version: 2.1.1
  category: operations
triggers:
  - "social listening"
  - "theo doi thuong hieu"
  - "giam sat mang xa hoi"
  - "brand monitoring"
  - "phan tich cam xuc"
  - "crisis management"
  - "quan ly khung hoang"
output: File .md chua ke hoach social listening — kenh giam sat, bao cao tuan/thang, quy trinh phan hoi khung hoang, va chi so brand health
related:
  - 08-nghien-cuu-doi-thu
  - 09-insight-khach-hang
  - 13-phan-tich-du-lieu
  - 07-bao-cao-marketing

Social Listening & Monitoring

> Lang nghe truoc khi noi. Hieu khach hang dang noi gi, cam xuc ra sao, va thi truong di huong nao — truoc khi doi thu biet.

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Thu thap thong tin

Hoi user toi da 4 cau:

1. **Thuong hieu/san pham gi?** Ten brand, ten san pham chinh, ten founder (neu co personal brand). 2. **Doi thu chinh?** Liet ke 2–3 doi thu truc tiep can theo doi. 3. **Van de hien tai?** Dang bi review xau, can biet xu huong, hay muon giam sat doi thu? 4. **Kenh nao quan trong nhat?** Facebook, TikTok, Zalo, Google Reviews, hay tat ca?

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Framework: Listen → Analyze → Report → Act

LISTEN    — Thu thap mention, comment, review, bai viet lien quan
    |
ANALYZE   — Phan loai cam xuc, xac dinh xu huong, phat hien bat thuong
    |
REPORT    — Tong hop thanh bao cao tuan/thang voi insight ro rang
    |
ACT       — Phan hoi, dieu chinh chien luoc, xu ly khung hoang

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Kenh giam sat

Danh sach kenh — Viet Nam

| Kenh | Loai noi dung | Cach giam sat | Tan suat | |------|-------------|--------------|---------| | Facebook Groups | Thao luan, hoi dap, review | Tim kiem theo tu khoa trong group nganh | Hang ngay | | Facebook Pages | Comment, review, mention | Thong bao trang + search tu khoa | Hang ngay | | TikTok | Comment, duet, stitch, hashtag | Search hashtag + comment tren video brand | Hang ngay | | Zalo Communities | Thao luan nhom | Theo doi cac nhom nganh da tham gia | 2–3 lan/tuan | | Google Reviews | Danh gia doanh nghiep | Google My Business dashboard | Hang ngay | | Google Search | Bai viet, tin tuc | Google Alerts voi tu khoa brand | Tu dong | | Forum Voz | Thao luan chuyen sau | Search theo tu khoa tren voz.vn | 2 lan/tuan | | Reddit VN | Thao luan, review | Search subreddit lien quan nganh | 1 lan/tuan | | Shopee/TikTok Shop | Review san pham | Tab review tren listing | 2–3 lan/tuan | | YouTube | Comment, review video | Search ten brand + san pham | 1 lan/tuan | | Bao chi online | Tin tuc, bai PR | Google News Alerts | Tu dong |

Tu khoa giam sat

| Nhom tu khoa | Vi du | |-------------|------| | Ten thuong hieu | "[Brand]", "[Brand] review", "[Brand] lua dao", "[Brand] co tot khong" | | Ten san pham | "[San pham]", "[San pham] gia", "[San pham] danh gia" | | Ten founder | "[Founder name]", "[Founder] la ai" | | Doi thu | "[Doi thu 1]", "[Doi thu 2]", "[Doi thu] vs [Brand]" | | Nganh | "[Tu khoa nganh]", "[Van de pho bien trong nganh]" | | Phan doi | "khong tot", "that vong", "lua dao", "kem chat luong", "khong nhu quang cao" | | Khen | "xuat sac", "recommend", "hay qua", "nen dung", "dang tien" |

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Phan tich cam xuc (Sentiment Analysis)

Thang do cam xuc

| Muc | Diem | Mo ta | Vi du | |-----|------|-------|------| | Rat tieu cuc | 1 | Phan no, to cao, keu goi tay chay | "Lua dao trang tron, da bao cong an" | | Tieu cuc | 2 | That vong, phan nan, so sanh bat loi | "Dung roi kem hon doi thu nhieu" | | Trung tinh | 3 | Hoi thong tin, so sanh, trung lap | "Ai dung [Brand] chua? Cho minh y kien" | | Tich cuc | 4 | Hai long, gioi thieu, khen | "Dung 3 thang roi, rat hai long" | | Rat tich cuc | 5 | Nhiet tinh gioi thieu, brand advocate | "Best service ever, gioi thieu het ban be roi" |

Phan loai theo chu de

| Chu de | Giam sat gi | Y nghia | |--------|-----------|---------| | San pham / Chat luong | Review, so sanh, phan hoi | Cai thien san pham | | Dich vu / Trai nghiem | Comment ve nhan vien, quy trinh | Cai thien operations | | Gia ca | So sanh gia, phan nan gia | Dieu chinh pricing/communication | | Truyen thong / Quang cao | Phan hoi ve content, ads | Cai thien creative | | Doi thu | So sanh, chuyen doi tu doi thu | Co hoi hoac moi de doa |

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Phat hien khung hoang (Crisis Detection)

Tin hieu canh bao som

| Cap do | Tin hieu | Nguong | Hanh dong | |--------|---------|--------|----------| | **Xanh** — Binh thuong | Mention tinh thuong, cam xuc tich cuc/trung tinh | <5 mention tieu cuc/ngay | Theo doi binh thuong | | **Vang** — Theo doi | Tang mention tieu cuc, 1–2 bai viet phan nan co tuong tac cao | 5–15 mention tieu cuc/ngay HOAC 1 bai >100 tuong tac | Tang tan suat theo doi, chuan bi phan hoi | | **Cam** — Canh bao | Mention tieu cuc lan nhanh, bao chi bat dau dua tin | 15–50 mention tieu cuc/ngay HOAC bao chi dua | Kich hoat quy trinh phan hoi, thong bao ban lanh dao | | **Do** — Khung hoang | Viral tieu cuc, hashtag phan doi, anh huong doanh thu | >50 mention tieu cuc/ngay HOAC trending topic | Kich hoat quy trinh khung hoang toan dien |

Quy trinh phan hoi khung hoang

Buoc 1 — Nhan dien (trong 1 gio)

| Hang muc | Can lam | |----------|--------| | Xac dinh nguon goc | Bai viet/comment nao bat dau? Ai dang? | | Do lan truyen | Bao nhieu share/comment? Toc do tang? | | Tinh chinh xac | Noi dung co dung khong? Co bang chung khong? | | Anh huong | Anh huo