Social listening is critical to assessing brand health

[fomayof928@mowline]

Whether brands go all-in on an election strategy or dial it back, one thing is true: Businesses have far less control over their brand narrative in the age of social—and social media during an election year is even less predictable.

That’s why leaders from across the business should ask austria b2b leads their social team for regular updates on brand health during a presidential election. With social listening tools, they can dive into the sentiment and scope of political topics on social, and monitor for impending crises.

For example, Sprout relies on listening even more in election years. “During the election we will use social listening to tune into conversations that could impact our brand health and image. We are more mindful of protecting our brand from a crisis during the election because tensions are running high, and it increases the risk for every brand online—even B2B SaaS brands,” says Olivia Jepson, Senior Social Media Strategist at Sprout Social.

Sentiment analysis is particularly helpful to gauge the tone of political conversations, and how they intersect with brand health and industry trends.

A preview of Sprout’s Listening dashboard highlighting Sentiment Summary and Sentiment Trends.
Social listening isn’t just relevant for this year’s upcoming US presidential election. It’s just as valuable to elections happening around the world. With 64 countries holding national elections this year, potential voters make up 49% of the world’s population. By using a Social Listening solution like Sprout’s, teams can set up queries that track millions of conversations happening worldwide to zero-in on key learnings in seconds and ensure they protect their brand globally.