/15-social-listening-global

name: 15-social-listening-global
description: Monitor brand, competitors, and industry trends across social media — early crisis detection and content opportunity discovery
metadata:
  version: 2.5.0
  category: operations
  language: en
triggers:
  - "social listening"
  - "brand monitoring"
  - "sentiment analysis"
  - "crisis management"
  - "online reputation"
  - "trend tracking"
  - "competitor monitoring"
output: A .md plan covering monitored channels, weekly/monthly reports, crisis response workflow, and brand health metrics
related:
  - 08-competitor-research-global
  - 09-customer-insight-global
  - 13-data-analysis-global
  - 07-marketing-report-global

Social Listening & Monitoring (Global)

> Listen before you speak. Understand what customers are saying, how they feel, and where the market is headed — before competitors do.

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Information Gathering

Ask up to 4 questions:

1. **Brand / product?** Brand name, primary product names, founder name (if personal brand). 2. **Main competitors?** List 2–3 direct competitors to monitor. 3. **Current concern?** Bad reviews? Trend tracking? Competitor watch? 4. **Most important channels?** Twitter/X, Reddit, TikTok, Instagram, Google Reviews, all of the above?

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Framework: Listen → Analyze → Report → Act

LISTEN    — Collect mentions, comments, reviews, related posts
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ANALYZE   — Classify sentiment, identify trends, detect anomalies
    |
REPORT    — Aggregate into weekly/monthly reports with clear insight
    |
ACT       — Respond, adjust strategy, manage crises

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Channels to Monitor (Global)

Channel List

| Channel | Content type | How to monitor | Frequency | |---------|--------------|----------------|-----------| | Twitter / X | Mentions, threads, retweets | Native search + saved searches + Tweetdeck | Daily | | Reddit | Subreddit discussions, AMAs | Subreddit search + Reddit RSS | Daily | | TikTok | Comments, duets, stitches, hashtags | Hashtag search + comments on brand videos | Daily | | Instagram | Comments, mentions, story tags | Native notifications + hashtag search | Daily | | Facebook Groups | Discussions, Q&As, reviews | Group keyword search | Daily | | Facebook Pages | Comments, reviews, mentions | Page notifications + keyword search | Daily | | YouTube | Video comments, review videos | Search brand + product names | 2–3x/week | | Google Reviews | Business reviews | Google Business Profile dashboard | Daily | | Google Search | Articles, news | Google Alerts on brand keywords | Automated | | Trustpilot / G2 / Capterra | Product/service reviews | Native dashboards + email alerts | Daily | | Discord communities | Niche industry discussions | Server-by-server, manual | 2x/week | | LinkedIn | Posts, mentions (B2B) | LinkedIn search + saved searches | 2x/week | | Quora | Questions about brand/category | Topic follows + alerts | Weekly | | Online press | News articles, PR | Google News Alerts | Automated | | Amazon / Shopee / Etsy | Product reviews | Review tab on listings | 2–3x/week |

Keywords to Monitor

| Keyword group | Examples | |---------------|----------| | Brand name | "[Brand]", "[Brand] review", "[Brand] scam", "[Brand] worth it" | | Product name | "[Product]", "[Product] price", "[Product] review" | | Founder name | "[Founder]", "[Founder] who" | | Competitors | "[Competitor 1]", "[Competitor 2]", "[Competitor] vs [Brand]" | | Industry | "[Industry keyword]", "[Common industry pain]" | | Negative phrases | "not good", "disappointed", "scam", "low quality", "false advertising" | | Positive phrases | "amazing", "recommend", "best ever", "worth it", "loving it" |

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Sentiment Analysis

Sentiment Scale

| Level | Score | Description | Example | |-------|-------|-------------|---------| | Very negative | 1 | Outrage, public callout, boycott calls | "Total scam, reporting them to FTC" | | Negative | 2 | Disappointment, complaint, unfavorable comparison | "Tried it for 3 months, way worse than X" | | Neutral | 3 | Asking info, comparison, on-the-fence | "Anyone tried [Brand]? Thoughts?" | | Positive | 4 | Satisfied, recommends, praises | "Been using for 3 months, happy with it" | | Very positive | 5 | Enthusiastic advocate, brand champion | "Best service ever, told all my friends" |

Categorization by Topic

| Topic | What to monitor | Meaning | |-------|-----------------|---------| | Product / Quality | Reviews, comparisons, feedback | Product improvement | | Service / Experience | Comments about staff, processes | Operations improvement | | Pricing | Price comparisons, complaints | Pricing/communication adjustment | | Marketing / Advertising | Reactions to content, ads | Creative improvement | | Competitors | Comparisons, switching mentions | Opportunity or threat |

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Crisis Detection

Early Warning Signals

| Level | Signal | Threshold | Action | |-------|--------|-----------|--------| | **Green** — Normal | Steady mentions, neutral/positive sentiment | <5 negative mentions/day | Standard monitoring | | **Yellow** — Watch | Rising negative mentions, 1–2 high-engagement complaint posts | 5–15 negative mentions/day OR 1 post >100 engagements | Increase monitoring frequency, prep response | | **Orange** — Alert | Negative mentions spreading fast, press picking up | 15–50 negative mentions/day OR press coverage | Activate response workflow, brief leadership | | **Red** — Crisis | Viral negative, opposition hashtags, revenue impact | >50 negative mentions/day OR trending topic | Full crisis response activation |

Crisis Response Workflow

Step 1 — Identify (within 1 hour)

| Item | What to check | |------|---------------| | Origin | Which post/comment started it? Who posted? | | Spread velocity | How many shares/comments? How fast is it growing? | | Accuracy | Is the claim accurate? Is there evidence? | | Impact | Who's affected? Customers, partners, employees? |

Step 2 — Respond (within 2–4 hours)

| Situation | Response approach |