Social listening online
Using social data intelligence to reduce the relevance gap
This session will demonstrate how social data intelligence is being used by organisations like UNICEF, Greenpeace, Oxfam, Amnesty International, and others to gain a better understanding of their audiences based on their social behaviour, as well as how to apply this knowledge to reach new audiences and retain your existing ones.
The approach will cover three data dimensions:
- Public media outlets, blogs, and social networks including Facebook, Twitter, and Instagram
- Private messaging apps like Telegram, WhatsApp, and Viber
- Internal text assets such as blogs, reports, newsletters, and chatbots
Both free and paid technologies will be evaluated and participants will learn how to combine the three data dimensions above to reduce the relevance gap between their organisations and their audiences through creating and sharing engaging content based on their value perception instead of your value proposition.