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In the final part of our Actionable Social Listening series, we’ll take you through the most
important step of all: consolidating our findings and summing up our analysis in a strategic,
results-oriented way.

Need a refresher on what we did? See our previous Actionable Social Listening articles:

All of this work turns up a veritable sea of data: tons of qualitative metrics, social conversation
snippets, lists of terms and jargon and so on.

We love data, and we’re happiest when poring over mountains of it. But data alone can’t help
clients make decisions. Only smart insights, backed up by the hard numbers, can. Therefore, it’s
absolutely essential that we distill our social listening results into clear, concise, actionable
conclusions.

It can be difficult to isolate findings, particularly when data sets are complex. It’s often helpful to
formulate questions and apply them to the results. More often than not, the answers to these
questions will lend themselves to strategic insights.

Questions we ask include:

  • What are patient, caregiver and HCP attitudes towards the brand, condition and
    treatment options?
  • Is there evidence of clear educational gaps that must be addressed?
  • Where do patients and caregivers experience unmet need?
  • Are there any words, phrases or jargon in usage?
  • What is the patient and caregiver view of the treatment journey?
  • How do patients and caregivers approach compliance?

It’s imperative that one balance quantitative and qualitative approaches when reporting on
social listening data. They play complementary roles in developing the complete picture of
social user behavior. Qualitative insights, such as transcripts of user posts, can provide a
window into how real people are talking about health issues. But without quantitative methods,
such as large-scale data scrapes, one can’t be sure if they’re looking at an outlier or an indicator
of a larger trend.

Of course, reporting is an integral part of social listening. There are many best practices that
may be employed for excellent reports. As we outlined in our Next Generation Reporting
webinar, visual representations are a powerful method for boiling complex data sets into clear
takeaways. And it goes without saying that pithy, to-the-point bullets always top lengthy
writeups.

This concludes our four-part Actionable Social Listening series! We hope you enjoyed learning
more about our process, which we’ve used to become one of the most accomplished social
media agencies in the health & wellness space.

If you have any questions or would like more information on how a Social Listening program can
make an enormous impact on your brand, please contact us.

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