Four reasons why agencies should employsocial listening

2020isan exciting year of change.The brandsweare familiar with and trustare beingaskedto play an even more significantpart in shaping the worldwelive in.

More than ever ,agenciesneed a better wayto listen.According toourlatest report on industry,agencies that employ social listeningcan help their clients generatehigher value, knowtheirmarketand createmore compellingwork.In contrast, agencies who decidetonot use itarebound to rely onfamiliar heuristics and instinctsby themselves.

Stillnot convinced?Here are four reasons why youragencyshould begin investing in social monitoringnow.

1. Finding valuable consumer insights

Inthe age of hyper-connected technology companies mustbemindful of their clients requirements, goals,and opinions.

For instance, thetop-rated topiconthe digital marketing agency hk report wasthe connectionbetweenconsumer insights and brands.Consumers have their own concerns thatagenciescan address and they’remoreassertive than they have ever been.

Conversation Clustersa simple datavisualization toolthat allows you toquickly understand, discover,andvisualize the relationship betweenany subject with just aglance.

HTML0Equipped with social listeningdata, agencies are able to helptheirclients to builddeeper, more valuable relationshipswith their customers.

Social listeningaids agencies in findingfacts that givethem anedge.It could lead to asolution toa problem inan untapped segment of the population or even a fresh angleon a product to supportthe development of a unique pitch.

For one agency it was a cleverresponse to the recent lockdown craze.By tapping into the massivesuccess of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most impactfulcollaborations oftheyear.For five days, playerswere ableto trade their turnips -one ofthe game’s most valuable objectsand then donate them to food banks(ain total worth $25,000).

Ultimately, agencies that use social listening to gather consumer insights are better placed to frame their client’s goods and services in a contextually-relevant way.


Before the advent orsocial media, a majority of advertisingand communications companies relied onbottom-line metrics like salesto assess the efficacyon their programs.While there’s nothing necessarilywrong with that,you can end up using a bitofan imperfect instrument.

In the present, agencies requiremore precise ways to modelandcapture the valuetheycreate fortheir clients.Be attentive to the social media that you useallows your agency to have morecontrolover client campaignsby allowing instant feedback from multipleinteraction points.It also lets you segment stratify, prioritize, and selectchannels thatprovide themost valuable data you require.

Forexample, you can finda high-level viewthat shows the impact of ancampaign, hashtag,ortalking point withan engagementmetric such aspotential reach.After that, you canexplore further.The ability to concentrateon the valuable data streamscollected fromFacebook, Instagram, Twitter (plusmany otheroffline sources)can give you an extensivepicture of how your customers feelabout you and your creative.

Knowingthe individuals who are expressing what opinions and -most importantly, howtheythink of your clientsthrough a solution like”sensitivity analysis,” isa wonderfulillustration of how efficient formsoffeedback via social listeningcan assist agencies in staying on top of their game.Our industry report foundan evident connection betweenfavorable sentiment of an adcampaign, such as Nike’s ‘You Can’tstop Us’ adas well as the attitude of the companywhich created it, as anexample(Wieden+Kennedy).

Topic analyticswill allow you to seeconnections between topics. It givesyou an impressive visual waytoillustrate important connections.

3. Crisis management

The voice of the consumer is louderthanthey ever have been.In addition, their voicecan be heard everywhere,inreal-time.

You would expect thatcrisis management is an integralcomponent of social listening.Agencies that detect problems whentheyarise have an edgeover theirrivals.And, more importantly, theysafeguard their clients more effectively.

A sound strategy for social listeningcan assist agencies across avariety of situations for crisis management.Concerns about defective products transform intolive conversations that can address issues or gather information tofix negative feedback.Rapid shifts in public opinionare now manageable.The feedback on creatives that don’t get a good reception becomesan indication of how to improveor, insevere cases, find a new direction.

In the end, it helpsagenciesbe the guardians of thebrands theyworkwith. Itkeeps clients informedof any issues they mayhave missed , and gives thedetails needed to formulatean informed and measuredresponseas a collective.

4. Competitive intelligence

Our report on industry trends for agencies examinedthechallenges facing the marketin 2020.With the spread of the pandemic putting globaleconomies intouncertainty, agencies are increasinglylooking for new ways to innovateandsucceed. Competitive intelligence isjust one ofthem. Inthe simplest sense, social listening hong kong lets youtap into the most importantconversationspeople don’t talk aboutyou.

Yourcompetitors havedifferent strategies and methodsto be successful.Similar toyou, they’veinvestedboth time and money into developing these strategies.Through social listening, companiescan tap into critical conversationsabout what makesother brands are successful:

  • What’s driving the popularityof aparticularcampaign?

  • How do brands harnessspecific media to makethemostimpact?

  • How can you measure yourselfagainst the market?

Through a successfulsocial listeningsystem it is possible to incorporate competitive intelligenceeffortlessly integrated into your go to marketstrategy. Without it, your companywill be leftwithout the necessary informationin navigating an ever-changingworld.And ifDarwinrevealed anything to us, it’s that only thosecreatures that adaptcan survive.