found that just over half of marketing leaders worldwide turned to social listening platforms for "rapid information about consumers' changing preferences, habits and expectations during the COVID-19 crisis."Anadolu Agency / Getty Images
For insight on how marketers are using social listening to help navigate the pandemic, we spoke with Brian Wright, social media listening and intelligence leader at Wells Fargo, about strategy, technology and measuring ROI. Insider Intelligence : What insights can social listening provide? Social listening gives us the right depth of insight to help answer larger business questions. We have a real-time listening team that focuses on conversations that are being shared every day.
II: What social platforms are used for social listening? Are they image- and video-based, or predominately text-based?A couple of years ago, there was a big emphasis on image-based listening. It can work for many brands, but our results weren't as impactful as we'd hoped. Text still provides very rich insights. We're using data sets like reddit, where the depth and the quality of conversation are extremely high in the communities.
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