Foreword

Brands want to measure the sentiment from news and social media channels to better understand the opinions of customers and potential customers around the world. With more than 60% of North Americans engaging on social media, as many as 42% of those who complain on social media expect a response in under 60 minutes.

The fact is that most brands are not currently equipped with the tools needed to provide a good experience for those customers, because they are not listening and acting on those conversations and complaints.

According to Forrester at their latest Consumer Marketing Conference, “52% of customers choose brands based on their values and actions.” It’s not enough anymore just to listen in on customer conversations. Companies must now do more, and become more customer-centric.

By understanding trends and conversations from key groups, brands can better leverage buyer and influencer conversation trends to drive customer behavior.

Brands can then use insights learned from listening to create content that engages journalists, influencers and customer advocates who will share that content with their broader networks. By creating insights-driven content, companies can better position themselves as the voice of authority in their industry and build positive sentiment for the brand.

In this e-book, Neal Schaffer, Jay Baer, Jeff Bullas, Mark Schaefer and Scott Stratten provide monitoring tips for five important groups: prospects, customers, competitors, influencers and employees. These industry thought leaders also provide actionable tactics on what to do with that information, once brands have collected it.

Real media intelligence tools like the Cision Communications Cloudnot only helps brands monitor sentiment but also arm communicators with the power to craft campaigns that are driven by real intelligence, so brands can make a positive impact with their customers on the channels where they live.

Since brands can’t be everywhere at once and given most brands are dealing with finite resources, knowing which content bets to make based on the best information available is integral to campaign success. 

- Kevin Akeroyd, CEO, Cision