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.
Information Gathering
Ask up to 4 questions:
- Brand / product? Brand name, primary product names, founder name (if personal brand).
- Main competitors? List 2–3 direct competitors to monitor.
- Current concern? Bad reviews? Trend tracking? Competitor watch?
- Most important channels? Twitter/X, Reddit, TikTok, Instagram, Google Reviews, all of the above?
Framework: Listen → Analyze → Report → Act
LISTEN — Collect mentions, comments, reviews, related posts
|
ANALYZE — Classify sentiment, identify trends, detect anomalies
|
REPORT — Aggregate into weekly/monthly reports with clear insight
|
ACT — Respond, adjust strategy, manage crises
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" |
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 |
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 |
|---|
| Valid complaint | Apologize + acknowledge + concrete fix + timeline |
| Misinformation | Official correction + evidence + calm tone |
| Trolls / defamation | Don't argue publicly + save evidence + report to platform |
| Major crisis | Press statement + founder video + continuous updates |
Step 3 — Resolve (1–7 days)
| Item | What to do |
|---|
| Direct resolution | Privately contact the complainant, resolve individually |
| Public update | Communicate progress on main channels |
| Lessons learned | Internal post-mortem, root cause, prevention plan |
| Post-crisis monitoring | Sentiment tracking 2 weeks after, measure brand impact |
Step 4 — Recover (2–4 weeks)
| Item | What to do |
|---|
| Recovery content | Boost positive social proof, testimonials, case studies |
| Positive PR | Articles about improvements, quality commitments |
| Engagement push | Increase community responsiveness, faster reply time |
| Effectiveness | Compare sentiment before — during — after crisis |
Niche Research — 20 hot topics in 7 days
Adapted from social-media-skills/niche-research for global channels.
Goal
Each week, surface the 20 hottest topics/trends in your niche to:
- Create timely content (don't lag competitors)
- Spot content opportunities first
- Know what customers are arguing/curious about
Research Workflow (30–45 min/week)
| Step | Source | How | Time |
|---|
| 1 | Reddit (niche subreddits) | Sort by Top this week, scan high-engagement posts | 10 min |
| 2 | TikTok Discover | Hashtag search, filter 7-day, review videos > 50K views | 10 min |
| 3 | Google News | Search "[industry] news", filter past 7 days | 5 min |
| 4 | Twitter / X (industry lists) | Saved lists of industry voices, scan top tweets | 5 min |
| 5 | Industry forums / Discord | Active threads from past 7 days | 5 min |
| 6 | KOL / Influencer feeds | Watch what 5–10 niche leaders posted this week | 5 min |
Output Format
# Niche Research — Week [X] ([DD/MM] – [DD/MM/YYYY])
| # | Topic / Trend | Source | Heat | Discussion focus | Content angle | Suggested post |
|---|---------------|--------|------|------------------|---------------|----------------|
| 1 | [Topic] | Reddit / TikTok / News | High/Med/Low | [Summary] | [Description] | [Idea] |
| 2 | ... | ... | ... | ... | ... | ... |
| ... | ... | ... | ... | ... | ... | ... |
| 20 | ... | ... | ... | ... | ... | ... |
Rules
- 7-day window only — anything older drops out
- Verify post date before adding to the table
- Never invent links or stats — real data only
- If you can't find 20 — record the actual count, don't pad
- Prioritize topics with debate or high engagement — not just news
- Tip: pair with Content Matrix → take hot topics → fill matrix → timely content
Trend Identification
Trend Types to Watch
| Type | Description | Action |
|---|
| Rising topic | New industry topic gaining discussion | Create content early, claim first-mover |
| Viral format | Spreading content format (sound, POV, trend) | Adapt for brand within 24–48h |
| Seasonal | Recurring seasonal trends | Plan 2–4 weeks ahead |
| Competitor moves | New campaigns, new products, pricing changes | Analyze + strategic response |
| Industry sentiment | Shifts in overall industry feeling (e.g. trust loss, rising expectation) | Adjust tone, messaging |
Detection Methods
| Method | Tool | Frequency |
|---|
| Trending hashtags | TikTok Discover, Twitter Trends | Daily |
| High-engagement comments | Comments on industry / influencer posts | Daily |
| Google Trends | Filter by region (US, UK, EU, etc.) | 2x/week |
| Industry reports | Reports from Gartner, McKinsey, Statista, eMarketer | Monthly |
| KOL / Influencer feeds | Top 5–10 niche voices | 3x/week |
Competitive Monitoring
Competitor Tracking Template
| Metric | [Competitor 1] | [Competitor 2] | [Your brand] |
|---|
| Followers (TikTok) | [X] | [X] | [X] |
| Followers (Instagram) | [X] | [X] | [X] |
| Followers (LinkedIn — B2B) | [X] | [X] | [X] |
| Posts per week | [X] | [X] | [X] |
| Primary content type | [Description] | [Description] | [Description] |
| Avg engagement rate | [X%] | [X%] | [X%] |
| Tone of voice | [Description] | [Description] | [Description] |
| Communicated USP | [Description] | [Description] | [Description] |
| Most recent campaign | [Description] | [Description] | [Description] |
What to Watch on Competitors
| Item | What to track | Why |
|---|
| New content | Posts, videos, stories | Learn effective formats, avoid duplication |
| Ads Library | Active ads (Meta Ads Library, TikTok Creative Center) | Understand strategy, creative, offers |
| Landing pages | Sales page, form, pricing | Benchmark conversion approach |
| Customer reviews | Reviews on Google, Trustpilot, FB | Find weak spots to target |
| Job postings | Open roles | Predict their direction |
| PR / Press | Articles, interviews | Read their comms strategy |
Brand Health Metrics
4 Core Metrics
| Metric | Formula | Benchmark | Frequency |
|---|
| Share of Voice (SOV) | Brand mentions / Total industry mentions × 100% | >15% is strong | Monthly |
| Net Sentiment | (Positive - Negative) / Total mentions × 100% | >60% is good | Weekly |
| Response Rate | Mentions responded / Total mentions needing response × 100% | >80% is good | Weekly |
| Response Time | Avg time from mention to response | <2h good, <30 min excellent | Weekly |
Detailed Benchmark
| Metric | Poor | Average | Good | Excellent |
|---|
| SOV | <5% | 5–15% | 15–25% | >25% |
| Net Sentiment | <40% | 40–60% | 60–80% | >80% |
| Response Rate | <50% | 50–70% | 70–90% | >90% |
| Response Time | >24h | 4–24h | 1–4h | <1h |
Tools (Global)
Free
| Tool | Channels | Use |
|---|
| Google Alerts | Web, news, blogs | Create alerts for brand + competitors, daily email |
| Meta Business Suite | Facebook, Instagram | Comments, mentions, messages — built-in |
| TikTok Studio | TikTok | Comment management, analytics |
| Google Trends | Google Search | Compare brand vs competitor keywords over time |
| Meta Ads Library | Facebook, Instagram | View competitor active ads |
| TikTok Creative Center | TikTok | Top ads, trending sounds, creative inspiration |
| Reddit search / RSS | Reddit | Subreddit-specific keyword tracking |
| Talkwalker Free Alerts | Web, social | Free brand mention alerts |
Paid (when scaling)
| Tool | Pricing | Strength |
|---|
| Brandwatch | Enterprise (custom) | Most powerful enterprise listening, AI sentiment |
| Sprout Social | From $249/mo | Listening + management + reporting in one |
| Mention | From $49/mo | SMB-friendly, real-time mentions across web + social |
| Brand24 | From $79/mo | Multi-channel monitoring, automatic sentiment |
| Hootsuite Insights | From $99/mo | Listening + scheduling integration |
| Meltwater | Enterprise | PR + social listening + media intelligence |
| Talkwalker | Enterprise | Image recognition, AI-driven insights |
Manual Workflow (small teams)
Daily (15–20 min):
- Check Facebook Page + Instagram notifications (comments, mentions, reviews)
- Check TikTok comments (latest 3 videos)
- Search brand on Twitter/X (filter: past 24h)
- Check Google Business Profile reviews
Weekly (30–45 min):
- Search brand on TikTok, Reddit, Facebook Groups
- Check Meta Ads Library for competitors
- Read Google Alerts digest
- Update competitor tracking sheet
- Write weekly report
Weekly Report
Template
# Social Listening Report — Week [X] ([Date] — [Date])
## Summary
| Metric | This week | Prior week | Change |
|--------|-----------|------------|--------|
| Total mentions | [X] | [X] | [+/- %] |
| Positive mentions | [X] | [X] | [+/- %] |
| Negative mentions | [X] | [X] | [+/- %] |
| Net Sentiment | [X%] | [X%] | [+/- %] |
| Response Rate | [X%] | [X%] | [+/- %] |
| Avg Response Time | [Xh] | [Xh] | [+/- h] |
## Top positive mentions
1. [Source + content summary + reach/engagement]
2. [Source + content summary + reach/engagement]
3. [Source + content summary + reach/engagement]
## Top negative mentions
1. [Source + summary + handled? + outcome]
2. [Source + summary + handled? + outcome]
## Notable competitor activity
- [Competitor 1]: [Notable activity this week]
- [Competitor 2]: [Notable activity this week]
## Trends this week
- [Trend 1]: [Description + brand opportunity]
- [Trend 2]: [Description + brand opportunity]
## Alerts
- [Level: Green/Yellow/Orange/Red] — [Situation description]
## Recommended actions
| # | Action | Priority | Owner | Deadline |
|---|--------|----------|-------|----------|
| 1 | [Description] | [High/Med/Low] | [Role] | [Date] |
| 2 | [Description] | [High/Med/Low] | [Role] | [Date] |
Monthly Report
Template
# Social Listening Report — Month [X]/[YYYY]
## Executive summary
**3 most important insights:**
1. [Insight 1]
2. [Insight 2]
3. [Insight 3]
## Brand Health Dashboard
| Metric | This month | Prior month | Change | Target |
|--------|------------|-------------|--------|--------|
| Share of Voice | [X%] | [X%] | [+/- %] | [X%] |
| Net Sentiment | [X%] | [X%] | [+/- %] | >60% |
| Response Rate | [X%] | [X%] | [+/- %] | >80% |
| Avg Response Time | [Xh] | [Xh] | [+/- h] | <2h |
| Total mentions | [X] | [X] | [+/- %] | — |
## Sentiment by topic
| Topic | Positive | Neutral | Negative | Trend |
|-------|----------|---------|----------|-------|
| Product | [X%] | [X%] | [X%] | [Up/Down/Flat] |
| Service | [X%] | [X%] | [X%] | [Up/Down/Flat] |
| Pricing | [X%] | [X%] | [X%] | [Up/Down/Flat] |
| Marketing | [X%] | [X%] | [X%] | [Up/Down/Flat] |
## Competitor analysis
| Metric | [Brand] | [Competitor 1] | [Competitor 2] |
|--------|---------|----------------|----------------|
| SOV | [X%] | [X%] | [X%] |
| Net Sentiment | [X%] | [X%] | [X%] |
| Notable content | [Description] | [Description] | [Description] |
| Notable campaign | [Description] | [Description] | [Description] |
## Monthly trends
| Trend | Strength | Brand opportunity | Recommendation |
|-------|----------|-------------------|----------------|
| [Trend 1] | [Strong/Med/Weak] | [Description] | [Action] |
| [Trend 2] | [Strong/Med/Weak] | [Description] | [Action] |
## Crisis / Incidents (if any)
| Date | Incident | Severity | Handled | Outcome | Lesson |
|------|----------|----------|---------|---------|--------|
| [Date] | [Description] | [Green-Red] | [Description] | [Description] | [Description] |
## Next month actions
| # | Action | Priority | Owner | Deadline | Measure by |
|---|--------|----------|-------|----------|------------|
| 1 | [Description] | [High] | [Role] | [Date] | [Metric] |
| 2 | [Description] | [Med] | [Role] | [Date] | [Metric] |
| 3 | [Description] | [Low] | [Role] | [Date] | [Metric] |
Skill Cross-references
08-competitor-research-global — deep competitor analysis (listening provides real-time data)09-customer-insight-global — listening is the strongest qualitative source for insight13-data-analysis-global — combine qualitative (sentiment) with quantitative (metrics)07-marketing-report-global — brand health section in monthly reports01-content-calendar-global — trends found in listening → fresh content ideas
Quality Checklist
Initial Setup
Weekly
Monthly