/15-social-listening

name: 15-social-listening
description: Giam sat thuong hieu, doi thu, xu huong nganh tren mang xa hoi — phat hien som khung hoang va co hoi content
metadata:
  version: 2.1.0
  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 huong den ai? Khach hang, doi tac, nhan vien? |

Buoc 2 — Phan hoi (trong 2–4 gio)

| Tinh huong | Cach phan hoi | |-----------|-------------| | Phan nan co ly | Xin loi + thua nhan + giai phap cu the + thoi gian xu ly | | Thong tin sai | Dang chinh thuc + bang chung + giu giong binh tinh | | Troll / Vu khong | Khong tranh cai cong khai + luu bang chung + bao cao platform | | Khung hoang lon | Thong cao bao chi + video founder len tieng + update lien tuc |

Buoc 3 — Giai quyet (1–7 ngay)

| Hang muc | Can lam | |------