4 use cases for social listening tools for PR pros

The insights social listening provides will help you devise effective strategies to create greater connection between your audience and your brand and provide direction for future PR and communications initiatives.

Is it time to say goodbye to surveys and hello to social listening?

Surveys have been used in PR and communications research for almost a century. While surveys still have a purpose, they are often viewed by consumers as bothersome in today’s fast-paced digital world. In 2015, the average attention span of customers averaged 8 seconds, down from 12 seconds in 2000. Your customers likely do not have the time or attention to complete a survey at the end of their purchasing journey, when surveys are usually sent out.

Additionally, surveys can be slow and costly. Intelligently designing survey questions for the most objective results and the painful wait for responses make for a lengthy research endeavor. When analyzing societal and cultural shifts or pinning down the cause of a crisis, delays are unwelcome, to say the least. Especially when modern consumer intelligence strategies can be put in place and reap results faster.

Social listening for PR and comms professionals