Digital Marketing from the Trenches : Live at the Hive

Digital Marketing from the Trenches : Live at the Hive


How to Use Social Listening and Customer Sentiment Analysis To Improve Your Content Strategy

February 08, 2021

This week we're digging into how to optimize your content strategy using customer sentiment. Customer service and community management can be difficult tasks, but they can also be incredibly beneficial to your content creation strategies.

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What's New?
Surprise surprise, Google has some new changes in their pipeline! We've also got some news on Superbowl ads and Pinterest Shopping! Check out the links below.

Google Will Suspend Merchant Sites That Show Higher Prices at Checkout - Google announced that, beginning on April 6, it will start enforcing its longstanding policy of requiring merchants to show the price of an item from their Google Merchant feed on their e-commerce page, all the way through the checkout process. If you show a higher price than what is on your landing page, Google can suspend your account.

Breaking: Google Ads to Phase Out Modified Broad Match - Modified broad match will be sunset, with phrase match taking over. Check out the article to find out what this means for advertisers and how queries match to keywords.

Why Brands Skipped Super Bowl Ads and Counterprogrammed Instead - More brands are finding ways to tap into interest around the big game without an in-game ad, opting for cost-effective, insightful connections over reach.

Pinterest's Ascent Continues as Holidays Spur Explosive Adoption of Shopping Ads - Pinterest's revenue jumped 76% year-on-year to $706 million in the fourth quarter, bolstered by new advertising offerings and an expansion of shopping capabilities.
What's Working?
Social Media is a powerful tool when it comes to brand awareness and audience engagement.

These are perfect platforms for understanding social listening and customer sentiment based on social media analytics.

This information can be used to create a content strategy that is targeted based on the audience’s feelings toward specific content.

Let's break down what we'll be digging into:

* What’s Social Listening & Why Should You Care?
* What is Customer Sentiment Analysis?
* Where & How Do You Measure Customer Sentiment?
* Customer Sentiment Analytics
* Relationship Between SEO, Sentiment, and Content Development
* Adjusting your Content Strategy
* Challenge Response Guides

Let's get into it.
What’s Social Listening & Why Should You Care?
Social listening is the process of monitoring social media channels for mentions of your brand, competitors, product, and more.

It gives brands an opportunity to track, analyze, and respond to conversations about them on social media.

It’s also a crucial component of audience research.

Social listening is NOT social media monitoring.

Social media monitoring looks at metrics like engagement rate and number of mentions, whereas social listening looks beyond the numbers...