03 Nov '17, 7pm

"People are talking about your brand behind your back."

I’m sorry to tell you this, but people are talking about your brand behind your back. As a smart marketer, you’ve been managing to these mentions with social listening – reading what people say by tracking conversations on brand names, specific words or hashtags so that you can steer the conversation in line with your brand’s identity. The problem? If you’re only paying attention to text mentions, you’re missing most of the conversation. We live in a visual world where smartphone cameras are ubiquitous. Conversations about brands are no longer black and white text, they are in full-color images. More often than not, branded social media posts don’t contain any tag or text mention. TalkWalker reports the figure can be up to 80 percent. While LogoGrab reports the number as over 85 percent. No matter the exact number, the limitations are blindingly clear. Text-based insights ...

Full article: https://www.searchenginejournal.com/visual-listening/2219...

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