What is Social Listening, Anyway?



Listen up! You’re going to want to hear this!

Back in the 1970s and 1980s there was a popular commercial series for the stock brokerage firm, E.F. Hutton. Their television ads would wrap-up with the tagline, “When EF Hutton talks, people listen!” The premise was that anytime someone would mention that their broker was EF Hutton… immediately the crowds would hush and lean forward, ready to glean wisdom.Fast-forward to modern times where crowds have no boundaries because of the internet. The average person can make as little or as much noise as possible on any given subject. Random strangers can lean forward and glean wisdoms from perfect strangers. Experts in everyday living are sharing hacks, helpful tips, frustrations, and delights on any given subject. Any time of day or night. Around the world.So, who is listening? Sure, many are mindlessly strolling through social apps as they go about their days but many are hushing, leaning forward, and gleaning wisdom.

What is social listening, anyway?

Social listening is connecting data dots from across the internet. Savvy researchers are utilizing the best tools to uncover commonalities in attitudes, usage, and sentiment of products, goods, and services. When enough people are saying the same thing, it is wise to sit up and take notice. For example, let’s say you are getting ready to launch a new line extension. Social listening on existing products in the category will give you insights into what is working and what is not. It can provide insights into consumers, shoppers, retailer preferences, regionality, demographics, likes and dislikes.All gleaned from social chatter.If you are interested in understanding how social listening can make a difference when it comes to distribution, merchandising, pricing, promotion, marketing, or replenishment, let’s talk.