Social Media Listening

Published:
Est. reading time: 7 minutes
Author: Oz Locke

TL;DR;

Tool deployment guide
Use the Social Media Listening tool to analyse Twitter feeds for positive, negative, and inappropriate content and handle it just the way you want to optimise your marketing and customer services.

Using AI and automation to manage your Twitter save you tons of time and extends your reach. This tool lets you:

  • Automatically retweet positive messages or approve them if you prefer
  • Add hashtags and keywords (events, products, services) so that you can monitor campaigns
  • Get instant alerts when someone negatively mentions your brand so you can quickly resolve issues

You can also customise what it can do further as there’s hundreds of connectors and capabilities you can add using the no-code interface.

1. Before you start

To be able to proceed with setting up the GoSmarter Social Listening tool, you need:

  • Have a Work or Education email address associated with Microsoft 365 or Azure Active Directory
  • An Administrator role for Microsoft 365 so that you can grant us the relevant permissions
  • Have at least Contributor access to a Microsoft Azure subscription.

Get an Azure Account

2. Getting the tool

You need to grant us the permission to setup social listening but remember we are helping you setup, after that you own and manage your own tool.

Popups If you’re clicking buttons like ‘Log in’ and nothing’s happening, you need to enable popups so that the login boxes from Microsoft etc. will appear. This is usually done by clicking on the blocked popup symbol next to the URL bar.

3. Connect your accounts

We’ve created the social listening Twitter tool in Azure for you. You can now go to it and add in your Twitter and email details to finish off the setup.

3a. Search for the social listening tool

  1. Log in to the Microsoft Azure portal.
  2. In the search bar enter ‘SocialListening-Twitter’ and select ‘SocialListening-Twitter’
  3. From the action bar, select Edit

The tool searches for tweets meeting your search criteria. You can just search for your Twitter handle to get mentions or use any search term you might use in Twitter.

  1. Select the Connections box with the Twitter icon
  2. Log in with your Twitter account then choose Authorize app
  3. In the Search text box, enter your twitter handle inside brackets e.g. (@NightingaleHQai)

3c. Configure problem tweet alerts

The tool sends emails when there’s a problem tweet. You can tweak the email, use Gmail, or do something entirely different. You are free to edit the tool as much as you like and old versions are kept so you can always undo.

  1. Select Analyse each tweet
  2. Select Handle tweets depending on outcome box
  3. Select the Connections box with the Email icon then Add New
  4. Log in with your Microsoft 365 email account
  5. Change the To email address to whoever should receive the alerts

3d. Configure the retweeting of good tweets

The tool retweets positive and safe tweets by default. You can change this to require approval first, add the tweet to a spreadsheet, or do something entirely different. You are free to edit the tool as much as you like and old versions are kept so you can always undo.

  1. Select Analyse each tweet
  2. Select Handle tweets depending on outcome
  3. Select Check if tweet is super positive
  4. Select the Connections box with the Twitter icon
  5. Select the radio button next to your Twitter connection then select Cancel
  6. From the action bar, select Save

4. All setup!

The tool is now scanning your twitter feed, so you don’t have to. The tool is highly customisable, and you can do things like add specific hashtags and keywords to help measure what is working and what needs to be changed.

Check if you’ve set things up correctly by sending a tweet.

FAQs

  • How do I add custom filter words to my Social Listening tool? Your social listening tool uses plug-and-play AI from Microsoft Azure to measure the sentiment of Tweets mentioning your brand, and alerts you when the sentiment is negative. However, you may wish to include custom ‘negative words’, for example if you are listening for Tweets in a language not supported by Azure’s Text Analytics. To add custom ‘negative words’ to your solution: Open your SocialListening-checkText Logic App from the Azure Portal.
  • Can I use Social Listening for posts in a language other than English? Your social listening tool uses plug-and-play AI from Microsoft Azure to measure the sentiment of Tweets mentioning your brand, and alerts you when the sentiment is negative. By default, the tool is set up to analyse the sentiment of Tweets written in English, but several other languages are available. Which languages are supported by the sentiment analysis tool? The sentiment analysis feature of the tool is built on Microsoft Azure’s Text Analytics API, which supports the following languages:
  • What will my Social Listening tool cost? The ongoing cost of your Social Listening tools can vary depending on where you set things up, as Microsoft Azure prices vary slightly by region. However, the rough cost per mention is about £0.01 so the price is entirely dependent on how much it handles. You can set a budget on your Azure subscription to alert you before the costs add up more than you want them to. After your tool has been set up, follow these steps in the Azure Portal to set up a budget and usage alerts.
  • What does the Social Listening tool do? Social Media Listening includes a number of different areas, but two that are close to the hearts of all businesses are customer services, and reputation management. It’s important to respond quickly when someone’s experiencing an issue, or when content might be inappropriate for your brand. To learn more about social media listening you can check out our webinar, blog posts, and the GoSmarter forum & documentation.
  • How do I set up my Social Listening tool? There are two stages to setting up the Social Listening tool. First, we create a group of tools for you and place them in your Azure account. Next, there are some steps that you need to go through to configure the tools. Once you’ve completed the steps below, have a look at the list of posts that walk you through optional customisation steps. Setup email alerts *If you use G Suite instead of Microsoft 365 for your emails, follow the steps in this guide instead.
  • What do I need to get started with the Social Listening tool setup? To be able to proceed with setting up the GoSmarter Social Listening tool, you need to: Have a Work or Education email address associated with Microsoft 365 or Azure Active Directory Be an Administrator role for Microsoft 365 so that you can grant us the relevant permissions Have at least Contributor access to a Microsoft Azure subscription. You can learn how to set up an Azure account in this post.
  • How can I set up my Social Listening tool to work with multiple Twitter accounts? When your Social Listening is first set up, you are asked to log in to your Twitter account to set up social listening and (optionally) Retweeting of positive mentions. If you want the ability to Retweet from different accounts that work with different search terms (for example, if you represent an agency handling multiple clients' Twitter accounts) you can clone your Logic App and configure each Logic App to Retweet from a different account.
  • How do I listen for multiple search terms with my Social Listening tool? Your Social Listening Twitter tool ‘listens’ for Tweets that match a search term that you define. Your search term can be as simple as your business handle (in the format @yourhandle) or it can contain multiple terms linked together by and, or and not operators. You should limit your search to ten parameters. Search term syntax is detailed here, and common questions about complex search terms are answered below. How do I search for a business handle?
  • How do I configure my Social Listening tool if I use G-Suite instead of Microsoft 365? Part of the configuration step of your Social Listening tool involves logging into Office 365 Outlook to set up an email that is triggered when a negative Tweet matches your search. You can still use this feature if you use G Suite for emails rather than Outlook 365, by following the steps below: Open your SocialListening-checkText Logic App from the Azure Portal. Open the Logic App Designer. Click on the Flag Negative or Inappropriate Content condition to open it.