Stop Talking At Your Customers And Start Listening
Microsoft Social Listening is a new product released by Microsoft which allows companies to analyse how products and campaigns are performing across a host of social media sources including Facebook, Twitter and Blog posts. It also enables users to gain deep insights into how elected search topics are performing across their social channels.
How does it do this? Well, let’s start by taking a look at the main screen.
Here we can see summary level information about our search terms (Office 365, Surface and Yammer in this example).
The graphic shows us ‘Buzz’ which is the number of posts in our elected time period (totals and per day) as well as ‘Trend’ which is how the topics are performing in our elected time period compared to the average. Microsoft claim the average is calculated by ‘analysing the last 5 timeframes.’
The multi coloured bar represents the spilt of posts across the various social media sources with light blue representing Twitter, dark blue representing Facebook and Orange representing Blog posts. Hovering over any of these colours gives a more detailed analysis on how this particular social media source is contributing to the figures in the overall dataset (illustrated below).
Furthermore, by simply hovering over any search term above the results are modified to include data from only that search topic.
When clicking into a given subject area a more detailed view of how that subject is performing is displayed.
Here we see detailed information relating to how the selected topic is performing, with information on posts, trends share of the total dataset, volume of posts over your selected time period compared to the average and sentiment.
Sentiment is an interesting feature and warrants a little more explanation. Microsoft have devised a mechanism whereby posts can be analysed to determine the sentiment they contain with (either positive, negative or neutral). The image below shows the sentiment summary view across the various social media sources.
Here we can see that the Surface search topic has received an overall positive index of 5.3. The sentiment index is normalized to a value between -10 and 10. All your active filters and parameters are taken into account to define the data set that the sentiment index is calculated for.
- A sentiment index of 10 means that there are no negative posts in your data set.
- A sentiment index of 0 means that there is an equal amount of positive and negative posts in your data set.
- A sentiment index of -10 means that there are no positive posts in your data set.
It is also possible to delve into each individual post to see the sentiment it earned. In the image above clicking on any coloured section within the sentiment graphic takes you to a more detailed breakdown of social media posts contributing to that sentiment and highlights the phrases which contribute to the sentiment.
Simply assigning keywords is enough to have a new search topic. There is also the option of specifying which data sources and languages you are interested in as well as the option of placing the search topic inside categories such as competitors, campaigns etc which in turn means results for that topic will only be displayed when that category is selected. The possibilities here are vast! You can track the sentiment of you own products / marketing campaigns to track their success and respond appropriately when you receive negative sentiment. However, you can also track your competitors, track negative sentiment which could potentially lead to opportunities if customers are dissatisfied or learn from them when their products/campaigns produce positive sentiment.
If you’re a CRM Online customer then Social Listening comes free if you have a 10+ professional user licences. If that’s you then what you are waiting for, start listening!