INTRODUCTION
In today’s digital landscape, understanding consumer conversation is crucial for B2C companies. Consumers are constantly sharing their opinions, experiences and feedback via online platforms. Tapping into these conversations allows brands to stay ahead of trends, manage their reputation and engage effectively with their audiences.
Cision One can help B2C brands capture, analyze and act on these conversations through advanced media monitoring and social listening tools. Here’s how to use it.
USE MENTION STREAMS FOR MEDIA MONITORING
Cision One’s media monitoring capabilities provide access to a wide range of global media sources, including premium paywalled media to niche regional publications. This allows businesses to compare coverage searches side-by-side and monitor news in real time.
To start, it’s important to create “Mention Streams,” a feature that allows users to track and analyze all mentions related to their brand, competitors, product names, spokespeople and industry topics. Determine the specific keywords that are relevant to your business. For instance, if you’re with Verizon, you might track competitors like T-Mobile or AT&T, or key figures like “Hans Vestberg.”
Next, refine your streams by applying filters such as media type (e.g., print, online, broadcast) or geographic location to focus on the most relevant content. Then, use the “Instant Insights” feature to gain data based on your mention streams. Set up multiple insight pages, select different media types, choose date ranges, add or delete charts and even set up sentiment readings. This is specifically useful for crisis situations.
You also can generate PDF reports of your insights to share with stakeholders, ensuring everyone is informed with up-to-date information.
USE SOCIAL LISTENING TO CONNECT WITH CUSTOMERS
Beyond monitoring media mentions, social listening goes deeper into understanding the emotions and reasons behind online conversations. It’s more about the “why” behind what’s being said. This can help brands act proactively.
First, determine what you aim to achieve with social listening, such as brand awareness or crisis management. Next, choose the right tools. Cision’s integration with Brandwatch gives users advanced social listening capabilities, monitoring conversations across platforms like X, Facebook, Instagram, YouTube, Reddit, LinkedIn and Bluesky (coming soon).
Next, identify the keywords and phrases that matter to your brand, similar to those in the media mention streams. Look for patterns and themes in the data to understand what’s driving positive or negative sentiment and identify the most influential voice in the conversation.
You can then use the insights and take action, such as tweaking your messaging or launching new campaigns. These insights can establish baseline metrics and help as you regularly assess your progress and KPIs.