/15-social-listening-global

name: 15-social-listening-global
description: "Use when the user wants to monitor what is being said about the brand, competitors, and the category — channels and keywords to track, sentiment scoring, weekly and monthly listening reports, brand health metrics, early crisis detection, and content opportunities pulled from real conversations. Trigger on 'social listening', 'brand monitoring', 'sentiment analysis', 'what are people saying about us', 'track our mentions', 'monitor competitors online'. Also use when the user spotted a bad comment thread and wants to know if it is spreading. Not for — responding to a crisis already underway, see `66-crisis-playbook-global`; competitor strategy teardown, see `08-competitor-research-global`; auditing your own posts, see `39-content-audit-global`."
metadata:
  version: 2.5.1
  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