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The Social Media Intelligence Blog

Insights on social media intelligence, marketing, and consumer insight

The Social Listening Blog


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Travel Insights: Using Social Intelligence To Understand How and Why People Book

By Derek Franks  •  March 12, 2018

People spent a combined $1.6 trillion on global travel in 2017. It’s no secret: globetrotting is a lucrative business.

And one thing is for certain: the popularity of travel is not going to drop anytime soon. According to Deloitte, the number of global international departures increased from 600 million to 1.3 billion in the last two decades. And the trend is expected to continue to rise in 2018.

With so many people taking off for new...

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Topics: social listening, consumer research, social listening data, travel

Your Social Listening Tools Checklist

By Derek Franks  •  March 5, 2018

So, you’re looking into social listening and intelligence for your brand, agency or business?


We like your thinking. Getting to know and understand your audiences, customers, fans, consumers and competitors will be an essential part of your efforts.


Before you proceed with committing to a platform, it’s important you take under account the different types of tools, their offerings and what makes some stand out over others. Now, obviously, ...

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Topics: social media intelligence, social media tools, social listening tools, social listening data

Who are the World’s Most Trusted Brands and Why?

By Derek Franks  •  February 20, 2018

The world’s most popular brands-- Apple, Amazon, Google-- have something in common: they all make great products and services that people now depend on.

They revolutionized their industries, then revolutionized them again and again, which has kept consumers dialed in and interacting with them every day at all hours of the day.

But being popular isn’t the same as being trusted. Although there is a lot of crossover, as you’ll see, the most...

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Topics: brand perception, social listening, artificial intelligence

What is Machine Learning and How Will it Impact Your Brand?

By Derek Franks  •  February 12, 2018

The rise of the machines is here. Artificial intelligence is now a mainstay within our everyday technology. To ignore it is to fail.

Brands are recognizing more and more the importance of not only making sure that A.I. is a careful consideration when implementing their strategies, but also that they need to actively use this intelligence themselves to their business advantage.

This leaves no doubt: your brand needs to be fully adapted to compete...

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Topics: social listening, digital marketing, machine learning, artificial intelligence

The Best and Worst Received Super Bowl Commercials 2018

By Derek Franks  •  February 6, 2018


5 million dollars. That’s how much it set a company back to advertise during Super Bowl 52 in Minneapolis this year. NBC received that cool 5-million for each 30-second spot that aired during the most watched television event of the year. When we finally see the bank statements, NBC expects that Sunday’s telecast will amount to the single biggest day of earnings by a single company. Ever.

So was all that cash from these companies worth it? Did...

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Topics: advertising, social listening data, super bowl, commercials

Explore Your Target Audiences Better With The Age Filter In Infegy Atlas

By Derek Franks  •  February 5, 2018

Your targeting and audience research is about to get even better.

Audience segmentation and persona research are an essential part of every marketing and advertising strategy, and it’s imperative to get precise information and data about the people who you’re trying to reach.

One of the most important demographics is age. Generational segments are a big part of how we construct our audience personas. For instance: for many brands, the always...

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INFOGRAPHIC: How Social Listening Is Transforming the Marketing Process

By Derek Franks  •  January 22, 2018

Listening is the new monitoring.

Today’s best marketers make it a point to listen to what people have to say, but more importantly also how they feel.

The previous hallmark method of listening in which brands engage and respond to people who follow them, known as monitoring, is still an important aspect to any marketing strategy and customer service strategy. But in this noisy, convoluted, ever-changing world, it’s not enough.

We need to...

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Topics: social media, social listening, digital marketing

Quick Tips: 7 Powerful Ways to Find Out Who Your Online Audiences Are

By Derek Franks  •  January 15, 2018

The medium is the message. At least that’s a fun saying that marketers say. There is a lot of truth to it. But it doesn’t paint the complete picture.

In reality what you say, how you say it and, yes, where you say it are only half the battle.

To win, you need to not only focus on what you’re saying, but what the world around you is saying. In this case, the message can be found on many mediums all over the web.

You need to fine tune the way...

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Topics: social media, audience, consumer research

10 Bold Predictions About Marketing and Social Media for 2018

By Derek Franks  •  January 8, 2018

2018 will be a landmark year for social media, digital marketing and research. Don’t believe us? Just ask some of the experts. They’re quick to say that, as fast as things have evolved in recent years, we aint seen nothin’ yet.

Now to be fair, we can say that pretty much every year. That goes for 2017, which saw some crazy breakthroughs that have upped the ante. Wendy’s gave a year’s worth of Chicken Nuggets to a guy for getting retweets, brands...

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Topics: social media, digital marketing

How to Apply Social Listening Data: A Quick Guide

By Derek Franks  •  December 18, 2017

ICYMI: We’re passing along a roundup of some recent content that covers the topics related to how to apply social listening data:

Even if you have the best information in the world, it matters not if you don’t know what to do with it.

Collecting consumer data through social media research is a deeply intuitive way to gain a better understanding of your brand or business’ place in the marketplace, who your customers and prospects are, or what...

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Topics: social listening, social listening data

INFOGRAPHIC: 5 Things to Remember When Analyzing Competitors

By Derek Franks  •  December 11, 2017

The digital revolution over the past decade has completely changed us as a society. It changed the way we interact. It changed the way we buy. It changed how we live our lives.

Marketers, advertisers and businesses in general were forced to change their approach to meet the new ways we communicate head-on.

While this has created scores of new challenges that didn’t exist 10 years ago, it has also opened many doors and provided us with...

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Topics: social listening, competitive analysis, competitive intelligence

How to Use Social Media Listening Data for B2B Research

By Nate Stedman  •  December 4, 2017

You may be surprised to learn that social media analysis and audience research is as important to a B2B organization as it is to consumer-facing brands.


While companies who sell to other businesses have different targets and take prospects on a more complex path through the buyer’s journey, there are a score of advantages to be had with better online research.


It is true, conducting social listening and research will differ from how...

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Topics: social listening, b2b

3 Revealing Industry Insights Using Social Listening Data

By Derek Franks  •  November 27, 2017

The remarkable thing about marketing technology and social intelligence is the far-reaching access to data that can be applied to so many aspects of business, marketing and advertising strategies.


There are tons of different and innovative ways to utilize consumer insights that brands and businesses need to take advantage of and are likely missing out on.


Social and digital marketing strategy teams are huge benefactors of social media tools...

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Topics: social media, market research, social media research, social listening, consumer research, social listening tools

Your Quick Guide To Social Listening Metrics

By Derek Franks  •  November 21, 2017

ICYMI: The insights to be gained from using marketing technology are far reaching and actionable. If you’re a marketer, advertiser, analyst, consultant or customer research professional, you’re probably constantly looking for better, more intuitive data. Metrics from social listening provide such an opportunity.

We’ve been focusing a lot lately on strategy and tactics, taking a look at key elements of better understanding audiences and...

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Topics: social media data, social listening, social listening tools, metrics

5 Powerful Takeaways from Social Media Week Chicago

By Derek Franks  •  November 20, 2017

Social Media Week Chicago 2017 has officially come and gone, and we spent the past few days being treated to awesome presentations, groundbreaking ideas, thought-provoking theories and futuristic marketing techniques that any brand or agency should take closely to heart. Here’s what you need to know:

Social media is boldly going into new territories that, even now, it hasn’t really been before.

As it turns out, social isn’t a place for simply...

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Topics: social media, social media week

How Online Consumer Data Can Improve the In-store Experience

By Derek Franks  •  November 13, 2017

It’s that time of the year: shopping season. With the holidays fast approaching, retail and store brands are now well-entrenched in the cutthroat battle for consumer spending dollars as the peak months of holiday gift scavenger hunt rages on.

While brick-and-mortar retail brands continue to compete for foot traffic, and ecommerce entities are overtaking them for holiday shopping, a key component to garnering new and repeat buyers is more...

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Topics: retail, social listening, consumer research, digital

Your Social Listening Tool Kit

By Derek Franks  •  November 6, 2017

Listeners are the cool kids on the block. They are the ones who excel in society, at work, in the classroom and in relationships. Everyone loves a good listener.


Now, you’ve committed your team to being better listeners or help your clients be better listeners. Your brand or business is ready to be a listening-first organization.


The people that matter-- your customers, clients, fans, followers, patients or subscribers-- want to be heard....

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Topics: social media, social media data, social listening, social media tools, social listening tools

An All New Infegy Atlas is Live

By Justin Graves  •  October 30, 2017

Justin Graves, CEO at Infegy


This calls for a celebration. We’re making some pretty big changes to the Infegy Atlas experience that you need to check out.

With this major update to our social listening platform, which enables marketers, analysts, consultants, and strategists to discover and collect need-to-know insights about audiences, consumers, and competitors, you’ll find some pretty snazzy new bells and whistles.

The latest version...

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Topics: infegy atlas, social listening, social listening tools

5 Ways Social Listening is Transforming the Marketing Strategist Role

By Derek Franks  •  October 23, 2017

Marketing strategists have a big role. Not only in scope and bandwidth, but also in business impact.


It’s their research, analysis, and data-driven idea creation that can help lead teams to the marketing strategies that drive brand growth and help companies connect with new customers.


Having worked on teams with some great strategists, I’ve experienced first hand the challenges faced and opportunities created by strategists.  I’m all in on...

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Topics: audience segment, social media strategy, social listening, marketing strategy

5 Social Media Tools Every Marketer Should be Using

By Derek Franks  •  October 16, 2017

One of the most searched marketing-related terms on Google is “social media tools.”

Marketers realize that social media is extremely important. More than that, they are recognizing that simply posting on social media and then forgetting about it does not work. They need to tap the many resources that can help them as part of an integrated, long-term digital marketing strategy.

It’s important to develop a strategy behind your content. It’s also...

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Topics: social media, social media tools, social media marketing

How to Use Consumer Research Data for your Marketing Strategy

By Derek Franks  •  October 9, 2017

Numbers never lie. I like to use this phrase a lot when working with teams on marketing strategies. Regardless of what your objectives are within your marketing strategy, you need that strategy to be data-driven.


The quickest way to failure for advertisers and marketers is to carry on without data, performance measurement and benchmarks to guide your team. I’d argue that the most essential data is that about your customers, prospects, online...

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Topics: social media, market research, social listening, consumer research

5 Ways Social Listening is Transforming the Marketing Process

By Derek Franks  •  October 2, 2017

The iconic TV sitcom character, Frasier, began each call-in to his psychology radio show with the phrase, “I’m listening.”

A psychologist’s role is to listen intently, to learn everything they can about their patients and what their concerns, fears and needs are, then turn that knowledge into something useful.

Marketers need to embrace their inner psychologist. Social listening provides that opportunity.

It’s no secret that people live so...

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The Top 3 Reasons You Need A Social Listening Tool

By Derek Franks  •  September 25, 2017

The world’s top brands know how to navigate a changing landscape. Companies like Nike, Amazon, Airbnb, Patagonia, and Apple, recognize what drives consumer behavior and work hard to gain an understanding of who their customers, fans, followers and loyalists are.


They don’t just make great products and services, they harness the power of listening and engaging real people at a personal level. They have mastered the art of assembling a...

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5 Social Listening Metrics to Inform Your Content Strategy

By Megan Owara  •  September 19, 2017

By now you realize how important content is to your overall marketing strategy.  It’s a huge part of the inbound process and helps to give your brand authority to discuss topics most relevant to you and your audience.

Maybe this is a new initiative or something you’ve been at for years.  Either way, it can sometimes be a challenge to know where to start.  

You know you need a solid strategy and foundation in place to move forward, but how do...

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Topics: content strategy

Improve Your Targeted Marketing with Better Demographics Data

By Derek Franks  •  September 11, 2017

The digital world is a whirlwind place. Marketers and advertisers know this all too well.

With 211 million pieces of content being made every minute, how do you even begin to know who your customers are, where they are or what they’re up to? It’s like putting a net up into a tornado and hoping to catch a butterfly. So, are you ready to catch the elusive information that will help your team’s marketing strategy?

It’s easy to get lost in the...

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