In a VUCA reality, is social listening an answer to fast-changing trends?
How do consumer brands work in this social monitoring and listening?
In this podcast episode, host Filiberto welcomes Marek Tobota, a social listening expert from Poland, to discuss the intricacies and value of social listening for consumer brands. Marek elaborates on the difference between social monitoring and social listening, emphasising the qualitative insights and cultural understanding the latter provides. He highlights examples from various industries, including FMCG, pharmaceuticals, and services, showcasing how social listening can inform communication strategies and product innovation. The conversation also addresses the challenges of implementing social listening, such as managing vast amounts of data and distinguishing genuine from AI-generated content. They discuss emerging trends and the future of social listening, noting the growing significance of AI in analysing text, images, and video content.
00:00 Introduction and Guest Welcome
01:28 Marek's Background and Company Overview
02:03 Understanding Social Listening
05:31 Social Monitoring vs. Social Listening
09:28 Applications of Social Listening
12:44 Case Studies and Examples
28:13 Challenges in Social Listening Implementation
39:06 Future of Social Listening
44:35 Conclusion and Farewell
