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With the total number of social media users around 4 billion – almost half of the world's population – discussions among consumers are increasing exponentially on social networks, forums, and review sites. Thus the stakes have never been higher for companies and PR teams. Who must constantly optimize communications and ensure their brand perception among both consumers and the media is favorable.
*Forrester's Q2 2018 Global Social Listening Platforms Forrester Wave™ Customer Reference Online Survey
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In the age of social media, virtually every department, not just your marketing and communications department, can have a part to play in the way your brand is perceived. From identifying ambassadors and detractors to pre-empting potentially sensitive situations, the opportunities for leveraging social media listening tools to optimize your brand's reputation in real-time, are tremendous.
This guide also explores 12 case studies of how companies effectively deployed social listening in their brand reputation and PR strategies.