Understanding the online conversations about your brand is a first step towards developing a social strategy. Social media listening tools allow you to assess online conversations to gauge topics of importance, general sentiment, as well as specific likes, dislikes and so on. Within the communities debating your brand, who are the key opinion formers and influencers? How are their opinions formed, and is there an engagement opportunity that would allow you to influence or re-shape them positively? In the compliance-constrained world of financial services, what opportunities actually exist to help shape the online conversations about your business?
Kate Franklin, Enterprise Sales Manager, Brandwatch
James Sanderson, Joint MD, Cubaka