Social Listening is an important solution in Marketing and Brand management, aimed at monitoring, collecting, and analyzing user interactions on social media platforms. So, when is the appropriate time for Businesses to apply Social Listening?

Businesses need to use Social Listening when they want to monitor and better understand what their target customers are saying about them, their competitors, the industry, as well as to timely capture customer opinions and support customer care. Here are five times when Businesses should use Social Listening.

Preparing to develop social media marketing campaigns.

In early 2023, Vietnam had 77.93 million Internet users, accounting for 79.1% of the total population. In addition, the number of social media users reached 70 million, equivalent to 71% of the total population. This shows that engaging in social media activities is something that Brands must sooner or later undertake to reach their target audience on these platforms.

The issue is that the social media marketing content strategy has unique characteristics compared to traditional media channels. It is personalized, keeping up with trending topics that users are interested in discussing.

social listening

Developing a Social Media Communication Campaign

Social Listening helps Brands take steps to explore current trends and topics in the social media landscape, monitor competitor activities, and understand customer preferences. This allows for the development of informed, cost-effective strategies for social media communication before implementation.

It’s essential to capture customer feedback and provide support on social media platforms.

According to the 2022 Social Media Trends report from Sprout Social, 60% of customers provide feedback on products and services on Facebook. Additionally, 69% of Brands use social media platforms for customer care. This demonstrates the growing importance of social media in customer support, making it a channel that Brands should consider and not overlook.

Nắm bắt kịp thời phản hồi của khách hàng

Timely customer feedback is crucial

Social media users engage in discussions about Brand products and services across various topics. Listening and understanding customer feedback help Brands offer quick support, make product improvements based on customer input, and implement content strategies that resonate with the audience.

Increasing conversion rates

The ultimate goal of a Business is to sell products and achieve the set revenue and profit goals. To achieve this, sales and marketing activities must focus on increasing revenue from target customer segments.

Increasing conversion rates

Increasing conversion rates

Social Listening allows Businesses to gain a better understanding of their customers, industry competition, trends, and the content that interests customers on social media. This information can be used to create more suitable products, services, and marketing content. It also enables timely responses to customer issues, builds trust, and enhances positive interactions, ultimately improving the Brand’s competitive advantage.

Researching the industry and competitors and measuring Brand health on social media are essential.

By collecting data from discussions related to the industry, the Brand, and competitors, Businesses can gather valuable insights for improving and developing their Brand. It helps them identify emerging trends, areas for Brand improvement, understand industry competition, and enhance their competitive advantage.

social listening

Brand Health Check

Brand Reputation Management

Social Listening helps Businesses monitor discussions about their Brand, products, and services on social media. This enables them to identify both positive and negative sentiments and take necessary actions to maintain or improve their reputation. It also helps in identifying emerging trends and potential crisis situations, allowing Businesses to proactively plan their responses.

social listening

Brand Reputation Management

Effective Social Listening goes beyond monitoring the quantity of posts or comments. To be truly effective, it involves analyzing and understanding the context and meaning behind the collected data. Kompa, for instance, uses artificial intelligence (AI), machine learning, and natural language processing to accurately process over 90% of data. Expert teams then assess the data for sensitivity, provide a comprehensive view of industry and target customer understanding, and measure the effectiveness of the Business’s communication and marketing efforts. Thanks for this, Brands can promptly stay ahead of potentially becoming a crisis in communication to proactively build scenarios and response plans.

Currently, Kompa is providing many solutions to help Businesses maximize market data exploitation, driving Business growth:

  • Social listening
  • Brand Reputation Management
  • Campaign effectiveness measurement
  • Brand Advocacy in the Community
  • Integrated Market Research
  • Digital Data Center

For over 10 years, Kompa has been accompanying hundreds of small, medium, and large Businesses in Vietnam such as Vingroup, Masterise Homes, Vinamilk, SSI, MB Bank, Tan Hiep Phat, Shopee, Vietjet Air, and more. With the ability to collect, analyze, and process information quickly and automatically, Kompa has become a strong partner for Businesses, an excellent companion for many marketing and communications teams.


Through this article, Businesses have a better understanding of when to apply Social Listening at the most appropriate times, helping with market research and better management of their image and Brand.

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