How do you evaluate and learn from your social listening performance after a crisis?

Before the crisis even hits, have clear goals for your social listening. Did you want to track sentiment? Identify brand advocates? With tools like Brandwatch (or Sprinklr, Meltwater, etc.), you can set up specific metrics to measure these goals during a crisis.

To assess social listening after a crisis, track metrics like sentiment shifts and response times. Analyze what content resonated best. Look for gaps in monitoring or communication. Use these insights to refine your social listening tools and crisis plan for future events.

? Restauración de la reputación y confianza: Para recuperar la confianza de clientes y stakeholders, enfócate en mejorar el sentimiento hacia tu marca en redes sociales, ampliar el alcance de tus mensajes positivos y fomentar la participación de la audiencia. ? Atención a inquietudes y quejas de clientes: Prioriza responder consultas y quejas rápidamente, resolver problemas de forma eficiente y lograr una alta satisfacción del cliente en cada interacción. ? Identificación de causas y soluciones: Para comprender las causas de la crisis y encontrar soluciones, identifica temas recurrentes en la retroalimentación, analiza fuentes de información clave y utiliza estos datos para mejorar tus productos o servicios.

Once your brand is in the midst of a crisis, you don’t want to spend time building crisis analysis dashboards on your social listening tool (or worse, need to select and setup a tool first because you don’t have any). Excellent crisis management starts BEFORE the crisis. ? ? Tools & resources: Don’t wait for a crisis to invest in and set up a social listening tool. ? Anticipation: Build relevant crisis management dashboards ahead of any crisis. ? Reactivity: Set up real-time email alerts to make sure you don’t miss an emerging crisis. ? Expertise: Work with a freelancer or crisis communications agency if you don’t have anyone in-house.

Depois de coletar e organizar seus dados, é essencial analisá-los e compará-los com suas metas e métricas definidas anteriormente. Procure por padr?es, tendências e outliers que possam oferecer insights sobre o que funcionou e o que n?o funcionou durante a crise. Comparar o desempenho pré e pós-crise pode ajudar a medir melhorias ou declínios. Além disso, segmentar os dados por critérios como canais, públicos ou tópicos permite identificar áreas de sucesso ou fracasso específicas. Comparar seu desempenho com o dos concorrentes ou com padr?es do setor também pode fornecer uma perspectiva sobre como sua empresa se posiciona no mercado.

Don't let the insights stay siloed! Create a clear report outlining what you learned, including key metrics, visuals, and actionable recommendations. Share it with your team and leadership so you know what to look out for next time!

A comunica??o efetiva dos resultados das análises para as partes interessadas é crucial. Um relatório bem elaborado deve destacar tanto os sucessos quanto os fracassos e, crucialmente, deve fornecer recomenda??es baseadas em dados.

When reporting your findings, don't just present data; translate it into actionable recommendations. For example, if a specific concern dominated the conversation, suggest addressing it in future communications.

Effectively reporting your findings is crucial, as it transforms your work into actionable insights for decision-makers. My 3 learnings of successfully doing it: - Leverage Technology: Utilize AI-based BI tools to automate and streamline the creation of insightful, visually appealing reports, ensuring clarity and efficiency. - Utilize APIs: For personalized outcomes, use the APIs of social listening platforms like SentiOne or directly from the Social Media tools to tailor reports, providing specific insights relevant to your business needs. - Integrate Real-Time Dashboards: Embed social listening data into real-time dashboards, offering dynamic, ongoing insights accessible across various channels, websites, and BI platforms.

Es buena la afirmación, pero hay que resaltar la importancia de adaptar el mensaje a cada grupo de interés, teniendo en cuenta su nivel de conocimiento y prioridades. No basta con compartir hallazgos; es crucial involucrar a las partes interesadas en la toma de decisiones. Además, sería útil priorizar las recomendaciones, enfocándose en las acciones de mayor impacto y asegurando que las sugerencias sean realistas y alineadas con los recursos disponibles. Finalmente, considerar un seguimiento colaborativo puede fortalecer la estrategia de escucha social.

Collect: Request feedback from stakeholders, customers, and partners through surveys, interviews, & testimonials. Analyze: Review the feedback yourself to identify common themes and gaps. Approach it with an open mind and consider all perspectives. Prioritize Changes: Determine which feedback points are most urgent & impactful. Rank them based on their importance & feasibility. Create Action Plan: Develop a detailed plan for implementing the changes. Set specific milestones and deadlines for each action. Communicate: Share the planned changes with stakeholders and explain how their feedback has influenced these decisions. Monitor&Iterate: Track the progress of implemented changes and seek ongoing feedback to ensure continuous improvement.

La afirmación sobre aprender de los comentarios y rese?as subraya la importancia de la retroalimentación, pero debe abordarse de manera más crítica. Recibir comentarios no garantiza mejoras si no se evalúan adecuadamente. Es clave no solo recopilar opiniones, sino también discernir cuáles son verdaderamente "relevantes" y útiles para generar cambios significativos. No todas las perspectivas tienen el mismo peso estratégico, y priorizar mal los cambios puede diluir el impacto. Además, la retroalimentación debe ser implementada de manera "coherente" con los objetivos a largo plazo de la marca, evitando decisiones reactivas que no resuelvan las causas profundas de la crisis.

Develop an action plan based on your learnings. This might involve improving communication channels, refining your crisis response strategy, or even investing in additional training for your team. Use your social listening tools to track progress and see if the changes are making a difference.

A implementa??o eficaz de planos de a??o requer uma gest?o cuidadosa e monitoramento contínuo. Por exemplo, uma empresa farmacêutica após uma crise de reputa??o pode decidir melhorar o treinamento de sua equipe de mídia social e estabelecer benchmarks regulares para avaliar a melhoria do engajamento e da percep??o da marca.

As Joshua perfectly elaborated, social listening tool can help you here to a great extent. Like, real-time monitoring in Hootsuite which allows you to track - --- mentions, --- sentiment, and --- key topics across multiple social platforms in real-time, helping you quickly identify and prioritize critical feedback during and post-crisis.

After you've evaluated your social listening performance during a crisis, turn those findings into actionable steps. This could include updating your crisis communication plan, identifying areas for better customer service, or fine-tuning your brand messaging. Don't waste valuable learnings; implement changes to improve your social media presence for future situations.

As you monitor social media channels, take proactive steps to resolve any issues or concerns made by customers or stakeholders. Respond quickly and transparently to inquiries, complaints, or misinformation to demonstrate your dedication to customer satisfaction and crisis management. Track and analyze your social listening performance on a regular basis to find areas of success and areas for improvement, such as communication tactics and response times.

Crises are, unfortunately, a part of life. But by using social listening effectively, you can turn them into opportunities to learn, improve, and build stronger relationships with your audience. Remember, the best way to prepare for the next crisis is to learn from the last one!

While a crisis post mortem report can enable huge learning for the brand. It is more important to track the sentiments around the crisis while it is actually happening. Mitigate then only look into aftermath learnings for future countermeasures. Then to continuously monitor brand health and adjust operational and comms messages to reflect more aptly what our fans are asking of the brand to altogether quell out future crisis.

It seems to me that the analysis of engagement metrics allows to evaluate the effectiveness of responses in case of crises: which messages were well received, which elicited positive or negative reactions. By comparing data before and after the crisis, we observe changes in public perception and identify key moments when trust has been shaken or restored. Armed with this valuable information, we can then learn lessons for the future. Recommendations are being prepared to refine communication strategies, improve response protocols and strengthen the company’s resilience to future crises. Nevertheless, each crisis thus becomes an opportunity for learning and growth, making the organization stronger and better prepared.

A melhoria contínua é vital no ambiente dinamico das mídias sociais. As empresas podem se beneficiar da experimenta??o contínua com novas plataformas de escuta e análise para se manterem atualizadas com as mudan?as nas preferências do consumidor e na tecnologia. Temos que ser inquietos...

It's important to continue to improve. It's a marathon, not a sprint. Focus on getting 1% better everyday and make this process your habit.