Ever wondered what is social media listening and why it is important for your business? How it helps you to avert possible casualties and how it can generate you more customers? The E-Book guides you through the cracks on social media listening, which examples you can easily relate with.

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Social Media
LISTENING
Telling your success story
by hearing

2. Social Media Listening Telling your success story by hearing
Brands these days don’t have it easy. Apart from the
stiff sweepstakes from the competitors, there is a
constant challenge to maintain a clear and positive
visibility for the audiences. This makes the current stakes
in any product higher for the brand. For this very reason,
there is a dire need of constant innovation and brain-
storming by the brands to maintain that distinctive
uniqueness and also provide entertainment to the audi-
ences to keep it engaging for them.
Brands do understand that to deliver excellence they
need to keep their “ears” open to all the conversation
going on about them. Social Media is one platform
brands use most extensively these days to reach the
demographics. Social Media is one platform where the
actions and reactions are so much more amplified due
to effective measurement tools available.
This is exactly why it becomes even more important to
keep a track of the sentiments being gathered too. But,
listening is not the task that can be taken as an amateur
activity. There is a necessity for proper listening to churn
out each and every sentiment and feedback. Social
Media Listening is all about hearing all the meaningful
voice after buffering all the white noise and thus gener-
ating valuable insights. It actually helps brand gain valu-
able perceptivity over what works and does not work in
its favor.
Social Media Listening is not a post marketing exercise
as considered by brands mostly. It starts right at the
point when the thought of Social Media Marketing
creeps in. This is so because, the acumen is not needed
only to rectify the possible mistakes which might have
happened during the execution of the strategy or once
the audience assimilates the campaign. That is the end
point in reality. The insights are needed right from the
start.
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That being said, there are a number of questions that
arise that need justification on part of the brand for a
particular action as nothing can be done based on
meagre whims and fancies.

3. Social Media Listening Telling your success story by hearing 3
Actually tracking the number of fans a brand has over a
social networking channel would make it easy to under-
stand if the engagement being received by the posts are
actually justified. In the aboveexample, the rate is
extremely low which shows that even though the brand
has numbers, there is no actually engagement activity
going on. This actually debunks a myth that there is
power in numbers. Apart from numbers enticing audienc-
es and piquing interest and intrigue amongst customers.
In this eBook, we would attempt to explain to you all the
insights that you can actually garner even before starting
a campaign for your brand. Of course, this all can be done
through skills and expertise which is something nested
into Lathesis for making it absolutely amazing for the
brands to team up with us for something new and innova-
tive apart from the customary brand building exercise.
The very first insight Lathesis can provide is all about the
community size

4. Social Media Listening Telling your success story by hearing 4
After knowing the number of consumers, it is extremely
important to know their specifications. This insight too
can be generated through careful listening and analysis.
The above example shows that a large chunk of the
followers are adults. This shows the kind of approach
the brand can have for leveraging the community size in
its benefit.
However, age is not the only deciding factor. It is a
universally accepted fact that certain brands are
female-ish while some a more masculine approach.
Gender demographics is what puts Pinterest and Insta-
gram class apart from each other, even though the lines
must be blurring now
The brand, Snapdeal, which is our subject of case study
has more male followership. The neutral crowd is the
one that hasn’t kept their gender identity public. Since
all social media channels protect the privacy of their
users vehemently, we see a huge green zone. But the
sizeable numbers we got are still enough to understand
the demographics’ gender and thus determine what
would engage whom and target would be whom.
The one most important information that every brand
covets is the kind of reaction and sentiment it is gener-
ating from the audiences. This would make it easy to
understand what the general opinion about the brand
is. And Lathesis provides that too, with ease.
Our subject brand, Snapdeal, has majority of positive
reviews which is a good news for the brand since the
kind of firm positive footing a brand would desire is
already available to the brand.
The neutral sentiments show that there is no clear
emotion being showed in the conversation which is
again a positive sign since it is much easier to convert
a neutral reaction to a positive one.
The chatter being created by the brand itself would
lead to sizeable activity. It is extremely easy to view the
kind of content being shared by the brand and thus
gather a gist

5. Social Media Listening Telling your success story by hearing 5
In case of Snapdeal the maximum content being shared
is original which shows brand’s strong affinity for genu-
ine content. The brand is actually using the channel to
share indigenous information instead of just gathering
numbers. This again leaves a strong impression on the
customer’s mind who on seeing a huge share of
self-made content would take the channel to be having a
life-like persona.
Further insights that can be gathered by monitoring the
buzz created on all the channels. Lathesis gathers
insights not just from the conventional channels but all
across the web since you never know where your maxi-
mum targets be.

6. Lathesis is a creatively dynamic agency that helps brands with any and all
Social Media Marketing challenges.
Visit us at or get in touch athttp://lathesis.com/ letstalk@lathesis.com
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The above graph clearly shows that the maximum buzz
being created by the brand is primarily on Microblogs,
i.e., Twitter. This makes it easy to understand the source
of all the Social Media chatter but also highlights a weak
p.,oint. The buzz is all self-generated by the brand, there
is no motivation amongst the audience to actually talk
about it. This shows a major flaw in the strategy of the
brand wherein the brand is pushing too hard to attain a
conversation. This can actually be rectified by working
more in the direction of engaging customers.
Competitor’s analysis is the most lucrative feature of
the listening services that Lathesis can provide
The following example shows a clear peak on a particular
day and flat line on normal days for Snapdeal. However,
for Flipkart the peaks are more pronounced on normal
days and the surge is greatest on a particular day. And
again the peak is much higher showing phenomenal level
of customer engagement. This is the kind of insight that
Lathesis can provide when it comes a brand and its com-
petitors which can actually help in making the brand
determine where they need to differ to make a mark.
Lathesis provides even more insights in listening
services which is not constricted to just 1 channel. The
Thus, hiring Lathesis is the best gift you can give to your
brand. Our Social Media Listening is not hit and trial but
is based on scientific analysis and careful measurement.
This makes it easier for the brand to back every bit of
information with a reason, a logic. This helps in actually
designing campaigns and activities that would be bene-
ficial. And this is exactly why your brand needs Lathesis
Social Media Listening Telling your success story by hearing