Digital Listening

Let's be clear: For small brands with modest numbers of social mentions, getting listening assistance probably isn't a priority. But if your brand is frequently in the news or discussed on social media, it's absolutely vital that you not only follow along with those conversations but track and analyze them so that you can keep stakeholders informed and support your comms teams. If you have sensitive topics such as products, lawsuits, key executives, and more that you can’t afford to miss, then you need more than a tool — you need Lumino’s team of expert researchers.

Digital listening and social listening are often used interchangeably, but if you want to be pedantic about it then social listening really only applies to social media platforms (like Twitter and Facebook) while digital listening encompasses social media as well as monitoring across the entire internet, including on sites like Wikipedia, Glassdoor, YouTube, Reddit, and Google News.

Digital listening also focuses on your presence in Google search, especially the first page of results—which is an extremely important part of your digital presence. According to a Backlinkco study, 91% of web users get the information they need from the top result on the first page of search. Only a tiny fraction (.44%) of searchers ever click over to the second page.

It's thus crucial to not only monitor those top organic results (including Google's Knowledge Panel and People Also Ask box) but understand how they work, what they say about you, and whether or not that information can be changed.

Contact us to book a free consultation on your situation (helpful advice guaranteed!)

As noted above, we monitor your entire digital presence from search to social to streaming. Our strategists understand how information moves across the web, from TikTok to Twitter to the New York Times to Wikipedia, and how impactful it can be if you catch certain mentions early before they snowball into a larger story.

We specialize in platforms like Glassdoor, LinkedIn, and Wikipedia that aren't covered by normal monitoring tools. We can not only watch for mentions on these sites, but provide you and your team with expert guidance on how and when to engage.

We employ different monitoring and analytics tools to make sure we're not missing anything to track trends and data around mentions. But we never use programs like these as substitutes for human-led analysis. Although tools have grown more sophisticated in recent years, they still inadvertently capture a lot of noise that has no relevance to your brand, and it takes an experienced strategist to actually decipher that data and tell you what's important and why.

Contact us to book a free consultation on your situation (helpful advice guaranteed!)

We can show you how national news stories (whether print, broadcast, or even radio) are shared and discussed on social, republished by aggregator sites across the web, and circulated in Google search results for your brand. We give special attention to local news coverage, which generates some of the most impactful social conversations—especially on Facebook (which is still a platform people use to share news about their communities) as well as Reddit and Nextdoor.

If you're ready to learn more about our digital listening service, please book a call with us here.