Social Listening & Insights
Tools, sentiment, share of voice and trend detection — hearing what the internet says about you.
6 lessons · about 1 hours
Read it instead
The internet is already talking about you. Module 18 is how to hear it.
Monitoring counts mentions. Listening answers questions: what people want, what competitors are leaving open, what's about to go wrong. This module is the craft, the tools honestly priced, and the habit that makes it worth a budget line.
Lesson 1 is listening versus monitoring, and why the difference pays. Lesson 2 builds a query that actually works: Boolean logic, misspellings, exclusions. Lesson 3 is the tool landscape, honestly priced. Lesson 4 is sentiment analysis and its real accuracy limits, British understatement included. Lesson 5 is share of voice and competitive benchmarking. And lesson 6 turns insight into action.
Take Reddit. Where its threads show up changes how much of the conversation you're missing. It's on screen now, with the date we last checked it. It's verified weekly, like every spec in this module.
By the end, you can write a listening query that cuts the noise, calculate share of voice properly, and spot a crisis before it is one.
6 lessons. About 60 minutes. Level 3, module 18. Start with Listening vs Monitoring: Why the Distinction Pays.
What’s inside
- 01Listening vs Monitoring: Why the Distinction Pays
Monitoring answers mentions; listening answers questions — and the second is what earns a budget line. · 9 min
- 02Building a Listening Query That Actually Works
Boolean logic, brand variants, misspellings and exclusion rules — the craft that separates signal from a noisy, useless feed. · 11 min
- 03The Tool Landscape, Honestly Priced
What free tools genuinely do, what the paid tiers buy you, and how to decide which rung your organisation needs. · 10 min
- 04Sentiment Analysis and Its Real Accuracy Limits
How automated sentiment works, why it misreads sarcasm and British understatement, and how to use it without being misled. · 9 min
- 05Share of Voice and Competitive Benchmarking
Calculate share of voice properly, weight it for quality, and read competitor conversation for opportunities they are leaving open. · 10 min
- 06Turning Listening Insight Into Action
Content ideas, product feedback loops, early crisis signals and the reporting habits that make listening a budget line worth defending. · 10 min
