The Power of Social Listening: Enhancing Survey Results with Deeper Insights
Social listening refers to the process of monitoring and analyzing online conversations, specifically on social media platforms, to gain insights and understand the opinions, preferences, and trends of individuals or communities. It involves tracking mentions, comments, hashtags, and other relevant data related to a particular brand, product, or topic. Social listening provides businesses and organizations with valuable information that can be used to make informed decisions, improve customer experience, and effectively engage with their target audience. The need for social listening arises from the increasing presence and influence of social media in people’s lives. With millions of users actively sharing their thoughts, opinions, and experiences online, it has become imperative for businesses to tap into this wealth of information. By understanding the sentiments, needs, and expectations of their customers through social listening, businesses and organization can identify potential issues, address them promptly, and tailor their products or services to align with customer preferences. Moreover, social listening allows businesses and organization to keep a pulse on their competitors, industry trends, and emerging market insights, helping them stay ahead of the curve and make strategic business decisions. In the context of conducting surveys, social listening plays a crucial role in complementing traditional survey methods. While surveys provide direct responses from participants, social listening provides a deeper and more nuanced understanding of the larger public sentiment. By analyzing the online conversations surrounding a specific topic or brand, businesses can identify patterns, trends, and common pain points that may have been missed in a traditional survey. This additional layer of insights obtained through social listening can enhance the accuracy and effectiveness of survey results, enabling businesses to make data-driven decisions and design better strategies to meet customer needs. Overall, social listening provides a holistic view of customer opinions and preferences, allowing businesses to stay connected, relevant, and responsive in an ever-evolving digital landscape.
Adios, Captain Holt: Over 80% of Pinoy fans ‘saddened’ with the death of ‘Brooklyn Nine-Nine’ actor
A social listening report from Capstone-Intel Corporation revealed that 80.6 percent of Filipino fans mourn the passing of Andre Braugher, also known as Captain Raymond Holt of popular American television series. Capstone-Intel Corporation is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency. Background The television production titled “Brooklyn Nine-Nine” constitutes an American police procedural comedy series that initially broadcast on the Fox network and subsequently on NBC, spanning from September 17, 2013, to September 16, 2021, encompassing a duration of eight seasons and a total of 153 episodes. Conceived by the collaborative efforts of Dan Goor and Michael Schur, the narrative centers on the experiences of seven detectives within the New York City Police Department (NYPD), navigating the nuances of their professional lives in the aftermath of the appointment of their new commanding officer, the gravely composed Captain Raymond Holt (portrayed by Andre Braugher). On Monday, the actor once again made headlines after news broke that Braugher passed away following a “brief illness.” He was 61. Following his death, tributes pour in for Braugher, with several fans reminiscing the talent Braugher brought to the entertainment scene. The show likewise honored the latter. “Always our Captain. We love you, Andre,” Brooklyn Nine-Nine said in an X (formerly Twitter) post. Methodology Capstone-Intel Corp. examined the online presence of Braugher, famously known as “Captain Holt” in the country as a topic of discussion over the month, from December 10, 2023, to December 13, 2023, by utilizing all publicly accessible posts from social and non-social media platforms in order to gather the sentiments of the public about the actor. Facebook Performance Capstone-Intel found that Captain Holt garnered a 32,780.8 engagement score for its 37 total post count, which yielded over 99,194 total reaction count. When broken down, “Facebook sad” accounts for 80.6 percent of the total reactions, with 79,947. Followed by “Facebook like” with 10,347 reactions (10.4 percent), “Facebook love” with 7,905 (8 percent), “Facebook wow” with 886 (0.9 percent), “Facebook haha” with 96 (0.1 percent), and “Facebook angry” with 13 reactions. Looking at the data, the majority of “Facebook sad” and “Facebook like” reactions can be attributed to several Filipino social media users mourning the passing of the actor, by looking at the themes of the posts they are reacting to. Online mentions Capstone-Intel likewise revealed that Captain Holt received 71.7 percent positive mentions, and the remaining 28.3 percent were negative mentions. This means that the article mentions about Braugher were mostly angled positively. It is also worth noting that Captain Holt received 3,243,197 social media reach, while its non-social media reach yielded over 2,145,208 non-social media reach. Top posts In terms of top posts, the top post for Braugher was a Facebook post from Rappler featuring the passing of the actor, which received a 10,343.3 engagement score. This was followed by another news post from ABS-CBN News, which featured the same thing about the actor. This post yielded a total of 8,618.0 engagement score. The third most engaging post for Captain Holt was another post from the Philippine Star, regarding Braugher’s death, yielding a total engagement score of 5,611.7.
Birthday Bash? Taylor Swift makes swift domination online
It’s indeed our Mother Taylor’s birthday! A recent social listening report from Capstone-Intel showed that singer-songwriter Taylor Swift has swiftly made an online domination even ahead of her birthday, December 13, 2023, in the Philippines, marking the singer’s strong and vital fanbase in the country. Capstone-Intel is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency. Background Historical accounts believe that Taylor Swift’s early life was marked by her interest in music, which helped her advance quickly from child theater roles to a noteworthy debut in front of a large audience. When she was 11 years old, she performed “The Star-Spangled Banner” during a Philadelphia 76ers basketball game to demonstrate her vocal abilities. She picked up a guitar the following year and began creating songs, which was a huge turning point in her career. Swift met seasoned individuals in the recording industry when she signed a developmental deal with RCA Records. In 2004, she signed a songwriting contract with Sony/ATV at the age of 14. Many of her original tunes were performed during her shows at local Nashville clubs, and it was during one of these shows that record executive Scott Borchetta took notice. Swift was signed by Borchetta to his new Big Machine label after he was struck by her talent. Her first single, “Tim McGraw,” which was heavily influenced by and referenced in the song of her favorite country musician, was released in the summer of 2006 – marking the beginning of Swift’s domination in the music industry. Not to mention the number of albums spanning from Fearless to Folklore that made Taylor Swift a significant figure in pop culture, Swift has also made all her world tours successful. During her Red Tour, the pop sensation last visited the Philippines in June 2014. With this, her fans in the Philippines looked forward to the singer visiting the country to witness another successful leg of her tour in the country. On June 21, 2023, Swift revealed additional dates for her tour worldwide. Singapore will host the tour’s sole stop in Southeast Asia on March 2–4 and March 7–9 with no Philippines on the roster. Despite not being included in the roster, Filipino swifties secured a spot in neighboring countries where the pop superstar would visit. In line with this, Capstone-Intel conducted a social listening report about Swift’s online presence in the country ahead of and during her birthday in order to solidify the singer’s popularity in the country. Methodology Capstone-Intel Corp. examined the online presence of Taylor Swift in the country as a topic of discussion over the month, from November 13, 2023, to December 13, 2023, by utilizing all publicly accessible posts from social and non-social media platforms in order to gather the sentiments of the public about the singer-songwriter. Facebook Performance Capstone-Intel found that Taylor Swift garnered a 304,619.5 engagement score for its 1,848 total post count, which yielded over 1,745,553 total reaction count. When broken down, “Facebook like” accounts for 47.3 percent of the total reactions, with 825,446. Followed by “Facebook love” with 735,491 reactions (42.1 percent), “Facebook haha” with 120,533 (6.9 percent), “Facebook sad” with 45,404 (2.6 percent), “Facebook wow” with 17,347 (1 percent), and “Facebook angry” with 1,336 reactions. Looking at the data, the majority of “Facebook love” and “Facebook like” reactions can be attributed to several Filipino social media users showing off excessive support to the international singer – highlighting that the number of posts is extreme for a month-long study. Online mentions Capstone-Intel likewise revealed that Taylor Swift received 58.5 percent positive mentions, and the remaining 41.5 percent were negative mentions. This means that the article mentions about Swift were mostly angled positively, but the negative mentions are also worth understanding as the numbers nearly hit the positive ones, as per the data, these negative mentions are attributed to stories mentioning the failure of the Philippines to become part of Swift’s world tour. It is also worth noting that Taylor Swift received 564,354,193 social media reach, while its non-social media reach yielded over 701,143,724 non-social media reach. Top posts In terms of top posts, the top post for Taylor Swift was a Facebook post from Song Lyrics featuring a lyric from one of the singer’s famous songs “Bejeweled”, which received a 12,634.5 engagement score. This was followed by another post from the Swifters 2.0, which featured the singer as a magazine cover of TIME. This post yielded a total of 9,315.2 engagement score. The third most engaging post for Taylor Swift was another post from Swifters 2.0, regarding Ryan Reynolds who posted a photo of him and Travis Kelce replacing Blake Lively and Taylor Swift’s heads, yielding a total engagement score of 8,754.7.
