Use Social Listening Tools To Improve Marketing Efforts

Most hospitality operators use social media in their communications as a means to communicate brand image and provide information to customers. Our focus is on a two-way exchange whereby a customer’s social posting is reacted to in real-time by the provider to enhance the customer’s current experience. Using social media in this way is new, and the provider needs to carefully balance privacy and personalization. We describe the process by which the Dorchester Collection Customer Experience (CX) Team approached its social listening program and share lessons to identify best practices for hospitality operators wanting to delight their customers through insights gained from social listening.

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Social listening – revealing Parkinson’s disease over day and night

BMC Neurology ◽

10.1186/s12883-020-02024-4 ◽

2021 ◽

Vol 21 (1) ◽

Author(s):

Hui Zhang ◽

Fanwen Meng ◽

Xingyu Li ◽

Yali Ning ◽

Meng Cai

Keyword(s):

Parkinson’S Disease ◽

Parkinson's Disease ◽

Unmet Needs ◽

Unmet Need ◽

Motor Symptoms ◽

Motor Complications ◽

Sentiment Score ◽

Negative Sentiment ◽

Non Motor Symptoms ◽

Social Listening

Abstract Background Nocturnal symptoms in Parkinson’s disease are often treated after management of daytime manifestations. In order to better understand the unmet needs of nocturnal symptoms management, we analyzed the characteristics and burden of nocturnal symptoms from patients’ perspectives and explored their changes over time. Overall symptoms (occurring at day or night) were collected to compare whether the unmet needs related to nocturnal symptoms and to overall symptoms are different. Methods We used a Social Listening big-data technique to analyze large amounts of Parkinson’s disease symptoms in dialogues available from social media platforms in 2016 to 2018. These symptoms were classified as either overall symptoms or nocturnal symptoms. We used share of voice (SOV) of symptoms as a proportion of total dialogues per year to reflect the characteristics of symptoms. Negative sentiment score of symptoms was analyzed to find out their related burden. Results We found the SOV for overall motor symptoms was 79% and had not increased between 2016 and 2018 (79%, p = 0.5). The SOV for non-motor symptoms was 69% and had grown by 7% in 2018 (p < 0.01). The SOV for motor complications was 9% and had increased by 6% in 2018 (p < 0.01). The SOV of motor symptoms was larger than non-motor symptoms and motor complications (p < 0.01). The SOV of non-motor symptoms was larger than motor complications (p < 0.01). For nocturnal symptoms, 45% of the analyzed PD population reported nocturnal symptoms in 2018, growing by 6% (p < 0.01). The SOV for nocturnal-occurring motor symptoms was higher than most non-motor symptoms. However, non-motor symptoms had the higher increases and evoked higher negative sentiment regardless of whether they occurred during the day or night. For symptoms that can occur at either day or night, each nocturnal symptom was rated with a higher negative sentiment score than the same symptom during the day. Conclusions The growing SOV and the greater negative sentiment of nocturnal symptoms suggest management of nocturnal symptoms is an unmet need of patients. A greater emphasis on detecting and treating nocturnal symptoms with 24-h care is encouraged.

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The Insights Industry: Towards a Performativity Turn in Market Research

International Journal of Market Research ◽

10.1177/14707853211039191 ◽

2021 ◽

pp. 147078532110391

Author(s):

Carlos A. Diaz Ruiz

Keyword(s):

Market Research ◽

Data Science ◽

Competitive Intelligence ◽

Research Techniques ◽

Social Listening

While market research has been the cornerstone of the intelligence ecosystem, the emergence of ‘insights’ vendors is re-shaping the market. Adjacent practices, ranging from competitive intelligence, social listening and data science, could relegate market research to legacy status in firms. This investigation explores how expert market researchers respond to the commoditisation of market research techniques and their diminishing access to the client’s organisation to address this issue. The findings show that market researchers are adapting – effectively reinventing themselves as ‘insights’ professionals – through the following four initiatives: (1) offering solution services, (2) creating architectures that integrate organic and designed data, (3) making heroes in the client’s organisation and (4) forging performative relationships based on strategic guidance. These initiatives shift market research from ostensive (descriptive or declarative) to performative (effectual or actionable). Theoretically, the article conceptualises the changes in the market research industry through the performativity lens.

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Problem Presentation of Echo Phenomenon on Social Listening and Proposal of Avoidance Method for It

Procedia Computer Science ◽

10.1016/j.procs.2017.08.070 ◽

2017 ◽

Vol 112 ◽

pp. 1412-1419 ◽

Cited By ~ 1

Author(s):

Daisuke Sakamoto ◽

Ryo Uchida ◽

Kazuhiko Tsuda

Keyword(s):

Problem Presentation ◽

Social Listening

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Urban social listening: Potential and pitfalls for using microblogging data in studying cities, by Justin B. Hollander, Erin Graves, Henry Rensky, Cara Foster-Karim, Andrew Wiley, and Dibyendu Das

Journal of Urban Affairs ◽

10.1080/07352166.2018.1522901 ◽

2018 ◽

Vol 41 (5) ◽

pp. 0-0

Author(s):

Robert Goodspeed

Keyword(s):

Social Listening

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EARS – A WHO Platform for AI-Supported Real-Time Online Social Listening of COVID-19 Conversations

Studies in Health Technology and Informatics - Public Health and Informatics ◽

10.3233/shti210330 ◽

2021 ◽

Author(s):

Tina D. Purnat ◽

Harry Wilson ◽

Tim Nguyen ◽

Sylvie Briand

Keyword(s):

Social Media ◽

Real Time ◽

Public Spaces ◽

Data Sources ◽

Effective Response ◽

Real Time Information ◽

Time Information ◽

Social Listening

As the COVID-19 pandemic evolves, the accompanying infodemic is being amplified through social media and has challenged effective response. The WHO Early AI-supported Response with Social Listening (EARS) is a platform that summarizes real-time information about how people are talking about COVID-19 in public spaces online in 20 pilot countries and in four languages. The aim of the platform is to better integrate social listening with other data sources and analyses that can inform infodemic response.

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