social-listening

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Social Listening

社交媒体监听

Systematically monitor social media and online conversations to track brand sentiment, identify emerging issues, and spot opportunities.

系统性监测社交媒体和网络对话，追踪品牌舆情、识别潜在问题并发现机遇。

When to Use This Skill

何时使用该技能

Brand health monitoring
Crisis early warning
Competitor tracking
Campaign performance
Customer insight gathering

品牌健康度监测
危机早期预警
竞品追踪
营销活动效果评估
客户洞察收集

Methodology Foundation

方法论基础

Based on Sprout Social methodology and Brandwatch analytics, combining:

Keyword monitoring
Sentiment analysis
Trend identification
Influencer tracking

基于Sprout Social方法论和Brandwatch分析模型，结合：

关键词监测
舆情分析
趋势识别
意见领袖追踪

What Claude Does vs What You Decide

Claude 负责内容 vs 您的决策内容

Claude Does	You Decide
Designs monitoring strategy	Tool selection
Creates keyword lists	Alert thresholds
Analyzes sentiment patterns	Response strategy
Identifies trends	Resource allocation
Suggests response approaches	Escalation calls

Claude 负责	您的决策
设计监测策略	工具选择
创建关键词列表	预警阈值设置
分析舆情模式	响应策略制定
识别趋势走向	资源分配
建议响应方式	升级调用决策

Instructions

操作步骤

Step 1: Define Monitoring Scope

步骤1：定义监测范围

Monitoring Categories:

Category	What to Track	Examples
Brand	Company name, products	"@CompanyName", "CompanyProduct"
People	Executives, spokespeople	CEO name, founder
Industry	Sector terms, trends	Industry keywords
Competitors	Competitor mentions	Competitor names
Issues	Potential crises	Product issues, service complaints

监测类别：

类别	追踪内容	示例
品牌	公司名称、产品	"@CompanyName", "CompanyProduct"
人物	高管、发言人	CEO姓名、创始人
行业	领域术语、趋势	行业关键词
竞品	竞品提及内容	竞品名称
问题	潜在危机	产品问题、服务投诉

Step 2: Build Keyword Matrix

步骤2：构建关键词矩阵

Keyword Types:

Type	Purpose	Examples
Primary	Direct brand mentions	Brand name, product names
Secondary	Related conversations	Industry terms, use cases
Negative	Crisis indicators	"problem", "issue", "broken"
Competitor	Competitive intelligence	Competitor names, comparison

关键词类型：

类型	目的	示例
核心词	直接品牌提及	品牌名称、产品名称
关联词	相关对话内容	行业术语、使用场景
负面词	危机指标	"problem", "issue", "broken"
竞品词	竞争情报	竞品名称、对比词汇

Step 3: Set Up Alerts

步骤3：设置预警机制

Alert Levels:

Level	Trigger	Response Time
Green	Normal volume, positive/neutral	Daily review
Yellow	Elevated volume, mixed sentiment	Same-day review
Orange	High volume spike, negative trend	Hours
Red	Viral negative, crisis indicators	Immediate

预警级别：

级别	触发条件	响应时效
绿色	正常提及量，正面/中性舆情	每日复盘
黄色	提及量上升，混合舆情	当日复盘
橙色	提及量激增，负面趋势	数小时内响应
红色	负面内容病毒式传播，危机指标触发	立即响应

Step 4: Analyze Findings

步骤4：分析监测结果

Analysis Framework:

Volume trends (up/down/stable)
Sentiment distribution (positive/neutral/negative)
Key themes and topics
Influential voices
Geographic patterns

分析框架：

提及量趋势（上升/下降/稳定）
舆情分布（正面/中性/负面）
核心主题与话题
有影响力的发声者
地域分布规律

Step 5: Report and Act

步骤5：报告与行动

Reporting Cadence:

Report	Frequency	Audience
Real-time alerts	As triggered	Crisis team
Daily digest	Daily	Marketing
Weekly summary	Weekly	Leadership
Monthly deep dive	Monthly	Strategy

报告频次：

报告类型	频次	受众
实时预警	触发时推送	危机应对团队
每日摘要	每日	营销团队
每周总结	每周	管理层
月度深度分析	每月	战略团队

Examples

示例

Example 1: Social Listening Strategy

示例1：社交媒体监听策略

Input:

Create a social listening strategy for:
- B2B SaaS company (project management)
- Main competitors: Asana, Monday, Notion
- Recent product launch: AI features

Output:

undefined

输入：

Create a social listening strategy for:
- B2B SaaS company (project management)
- Main competitors: Asana, Monday, Notion
- Recent product launch: AI features

输出：

undefined

Social Listening Strategy: Project Management SaaS

Monitoring Objectives

Objective	Priority	Key Questions
Brand health	High	How are we perceived?
Product feedback	High	What do users say about AI features?
Competitive intel	Medium	What are competitors doing?
Industry trends	Medium	Where is PM software heading?
Crisis detection	High	Any emerging issues?

Objective	Priority	Key Questions
Brand health	High	How are we perceived?
Product feedback	High	What do users say about AI features?
Competitive intel	Medium	What are competitors doing?
Industry trends	Medium	Where is PM software heading?
Crisis detection	High	Any emerging issues?

Keyword Matrix

Brand Keywords

Category	Keywords	Platforms
Company Name	"[Company]", "@company"	All
Product Name	"[Product]", "[Product] app"	All
Misspellings	Common variants	All
Hashtags	#[Company], #[Product]	Twitter, LinkedIn

Category	Keywords	Platforms
Company Name	"[Company]", "@company"	All
Product Name	"[Product]", "[Product] app"	All
Misspellings	Common variants	All
Hashtags	#[Company], #[Product]	Twitter, LinkedIn

Product Keywords

Category	Keywords	Why Monitor
AI Features	"[Company] AI", "AI project management"	Launch feedback
Core Features	"[Company] tasks", "[Company] boards"	Product sentiment
Integrations	"[Company] Slack", "[Company] integration"	Partnership health

Category	Keywords	Why Monitor
AI Features	"[Company] AI", "AI project management"	Launch feedback
Core Features	"[Company] tasks", "[Company] boards"	Product sentiment
Integrations	"[Company] Slack", "[Company] integration"	Partnership health

Competitive Keywords

Competitor	Keywords	What to Track
Asana	"Asana vs [Company]", "switching from Asana"	Win/loss signals
Monday	"Monday.com", "Monday vs [Company]"	Competitive positioning
Notion	"Notion for projects", "Notion PM"	Category overlap
General	"best project management", "PM tool 2026"	Category conversations

Competitor	Keywords	What to Track
Asana	"Asana vs [Company]", "switching from Asana"	Win/loss signals
Monday	"Monday.com", "Monday vs [Company]"	Competitive positioning
Notion	"Notion for projects", "Notion PM"	Category overlap
General	"best project management", "PM tool 2026"	Category conversations

Crisis Keywords

Category	Keywords	Alert Level
Outage	"[Company] down", "[Company] not working"	Red
Security	"[Company] hack", "[Company] breach"	Red
Pricing	"[Company] expensive", "[Company] price increase"	Orange
Churn	"leaving [Company]", "cancelled [Company]"	Yellow
Bugs	"[Company] bug", "[Company] broken"	Yellow

Category	Keywords	Alert Level
Outage	"[Company] down", "[Company] not working"	Red
Security	"[Company] hack", "[Company] breach"	Red
Pricing	"[Company] expensive", "[Company] price increase"	Orange
Churn	"leaving [Company]", "cancelled [Company]"	Yellow
Bugs	"[Company] bug", "[Company] broken"	Yellow

Platform Strategy

Platform	Focus	Keywords	Frequency
Twitter/X	Real-time sentiment	All brand, crisis	Continuous
LinkedIn	B2B discussions	Industry, competitor	Daily
Reddit	Deep user feedback	r/projectmanagement, product	Daily
G2/Capterra	Review sentiment	Product reviews	Weekly
Hacker News	Tech community	Product, competitor	As trending

Platform	Focus	Keywords	Frequency
Twitter/X	Real-time sentiment	All brand, crisis	Continuous
LinkedIn	B2B discussions	Industry, competitor	Daily
Reddit	Deep user feedback	r/projectmanagement, product	Daily
G2/Capterra	Review sentiment	Product reviews	Weekly
Hacker News	Tech community	Product, competitor	As trending

Alert Configuration

Red Alerts (Immediate Response)

Triggers:

Volume spike >300% normal
Sentiment shift >50% negative
Viral post (>1000 engagements)
Keywords: "outage", "down", "breach", "hack"

Response:

Slack #crisis-alerts channel
SMS to on-call team
Auto-pause scheduled posts

Triggers:

Volume spike >300% normal
Sentiment shift >50% negative
Viral post (>1000 engagements)
Keywords: "outage", "down", "breach", "hack"

Response:

Slack #crisis-alerts channel
SMS to on-call team
Auto-pause scheduled posts

Orange Alerts (Same-Day Response)

Triggers:

Volume spike >100% normal
Negative sentiment >30%
Trending competitor comparison
Keywords: "expensive", "worse", "frustrated"

Response:

Slack #social-alerts
Email to marketing lead
Review within 4 hours

Triggers:

Volume spike >100% normal
Negative sentiment >30%
Trending competitor comparison
Keywords: "expensive", "worse", "frustrated"

Response:

Slack #social-alerts
Email to marketing lead
Review within 4 hours

Yellow Alerts (Next-Day Review)

Triggers:

Volume spike >50% normal
Notable influencer mention
Competitor activity spike
Keywords: "considering", "alternative", "switching"

Response:

Daily digest inclusion
Assign for monitoring
Review within 24 hours

Triggers:

Volume spike >50% normal
Notable influencer mention
Competitor activity spike
Keywords: "considering", "alternative", "switching"

Response:

Daily digest inclusion
Assign for monitoring
Review within 24 hours

Analysis Template

Daily Report

undefined

undefined

Social Listening Daily Digest

Date: [Date]

Volume Summary

Metric	Today	vs. Yesterday	vs. 7-Day Avg
Total Mentions	X	+/-Y%	+/-Z%
Brand Mentions	X	+/-Y%	+/-Z%
Sentiment Score	X	+/-Y	+/-Z

Metric	Today	vs. Yesterday	vs. 7-Day Avg
Total Mentions	X	+/-Y%	+/-Z%
Brand Mentions	X	+/-Y%	+/-Z%
Sentiment Score	X	+/-Y	+/-Z

Sentiment Breakdown

Positive: X%
Neutral: Y%
Negative: Z%

Positive: X%
Neutral: Y%
Negative: Z%

Top Conversations

[Summary + Link]
[Summary + Link]
[Summary + Link]

[Summary + Link]
[Summary + Link]
[Summary + Link]

Competitor Activity

Asana: [Notable activity]
Monday: [Notable activity]
Notion: [Notable activity]

Asana: [Notable activity]
Monday: [Notable activity]
Notion: [Notable activity]

Action Items

[Action if needed]

[Action if needed]

Alert Status: GREEN/YELLOW/ORANGE/RED

---

---

AI Feature Launch Monitoring

Specific Keywords:

"[Company] AI"
"AI project management"
"[Company] automation"
"AI features PM tool"

What to Track:

Metric	Target	Alert If
Mention volume	2x normal	<50% or >300%
Sentiment	>60% positive	<40% positive
Feature requests	Document all	-
Bug reports	<5/day	>10/day

Competitor Response Monitoring:

Are competitors announcing similar features?
How is our positioning being compared?
What gaps are users identifying?

undefined

Specific Keywords:

"[Company] AI"
"AI project management"
"[Company] automation"
"AI features PM tool"

What to Track:

Metric	Target	Alert If
Mention volume	2x normal	<50% or >300%
Sentiment	>60% positive	<40% positive
Feature requests	Document all	-
Bug reports	<5/day	>10/day

Competitor Response Monitoring:

Are competitors announcing similar features?
How is our positioning being compared?
What gaps are users identifying?

undefined

Example 2: Quick Sentiment Analysis

示例2：快速舆情分析

Input:

Analyze this week's social mentions:
- Total mentions: 450 (up 30%)
- Positive: 40%
- Neutral: 35%
- Negative: 25%
- Top negative theme: "pricing"
- One viral tweet (15K RT): "Just discovered [Company] raised prices 40%"

Output:

undefined

输入：

Analyze this week's social mentions:
- Total mentions: 450 (up 30%)
- Positive: 40%
- Neutral: 35%
- Negative: 25%
- Top negative theme: "pricing"
- One viral tweet (15K RT): "Just discovered [Company] raised prices 40%"

输出：

undefined

Quick Sentiment Analysis

Alert Level: ORANGE

Summary

Metric	Value	Status
Volume	450 (+30%)	Elevated
Sentiment	40% positive	Below target
Negative	25%	Above normal
Viral Content	Yes	Action needed

Metric	Value	Status
Volume	450 (+30%)	Elevated
Sentiment	40% positive	Below target
Negative	25%	Above normal
Viral Content	Yes	Action needed

Key Finding

Pricing is dominating the conversation

The viral tweet about 40% price increase is:

Driving 30% volume spike
Shifting sentiment negative
Spreading misinformation (if price increase was different)

Pricing is dominating the conversation

The viral tweet about 40% price increase is:

Driving 30% volume spike
Shifting sentiment negative
Spreading misinformation (if price increase was different)

Immediate Actions

Action	Owner	Timeline
Verify price increase details	Product/Biz	Immediate
Draft response to viral tweet	Comms	2 hours
Prepare pricing FAQ	Support	Today
Monitor for escalation	Social	Ongoing

Action	Owner	Timeline
Verify price increase details	Product/Biz	Immediate
Draft response to viral tweet	Comms	2 hours
Prepare pricing FAQ	Support	Today
Monitor for escalation	Social	Ongoing

Response Options

If price increase was less than 40%:

Hi [Name], thanks for the feedback. Just to clarify—our
recent update increased [specific] pricing by [X%], not 40%.
Here's what changed and why: [link]

Happy to discuss if you have questions.

If price increase was accurate:

Hi [Name], we hear you. We know pricing changes are never
easy to absorb. Here's why we made this decision and what
you're getting in return: [link]

Our team is available if you'd like to discuss your account.

If price increase was less than 40%:

Hi [Name], thanks for the feedback. Just to clarify—our
recent update increased [specific] pricing by [X%], not 40%.
Here's what changed and why: [link]

Happy to discuss if you have questions.

If price increase was accurate:

Hi [Name], we hear you. We know pricing changes are never
easy to absorb. Here's why we made this decision and what
you're getting in return: [link]

Our team is available if you'd like to discuss your account.

Escalation Watch

Monitor for:

Influencer pile-on
Media pickup
Support ticket spike
Churn mentions

undefined

Monitor for:

Influencer pile-on
Media pickup
Support ticket spike
Churn mentions

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Skill Boundaries

技能边界

What This Skill Does Well

该技能擅长内容

Designing monitoring strategies
Creating keyword frameworks
Analyzing sentiment patterns
Structuring alert systems

设计监测策略
构建关键词框架
分析舆情模式
搭建预警系统

What This Skill Cannot Do

该技能无法完成内容

Access social platforms
Monitor in real-time
Automatically respond
Know your specific tools

访问社交平台
实时监测
自动响应
了解您的特定工具

Iteration Guide

迭代指南

Follow-up Prompts:

"Create response templates for [scenario]"
"How should we handle [specific mention]?"
"Design a competitor monitoring dashboard"
"What should we track for [campaign]?"

后续提示建议：

"为[场景]创建响应模板"
"我们应如何处理[特定提及内容]？"
"设计竞品监测仪表盘"
"[营销活动]应追踪哪些内容？"

References

参考资料

Sprout Social Listening Guide
Brandwatch Analytics Methodology
Hootsuite Social Listening
Meltwater Media Intelligence

Sprout Social Listening Guide
Brandwatch Analytics Methodology
Hootsuite Social Listening
Meltwater Media Intelligence

Related Skills

Skill Metadata

技能元数据

Domain: Crisis / Marketing
Complexity: Intermediate
Mode: cyborg
Time to Value: 1-2 hours for strategy
Prerequisites: Platform access, brand context

领域: 危机 / 营销
复杂度: 中级
模式: 人机协作
价值实现时间: 1-2小时完成策略制定
前置条件: 平台访问权限、品牌背景信息