Overview of Hootsuite Insights (Hootsuite Listening)
Hootsuite Insights, also known as Hootsuite Listening, is a powerful social media monitoring and analytics tool integrated into the Hootsuite platform. This tool is designed to help businesses, marketers, and social media managers track, analyze, and respond to online conversations in real-time.
Key Functionality
- Real-Time Social Listening: Hootsuite Insights allows users to monitor and analyze conversations across various social media channels, including social networks, blogs, forums, online news sites, and more. This encompasses up to 150 million websites, 30 social media channels, and content in 187 languages.
Core Features
- Quick Search and Saved Searches: Users can perform quick searches using Boolean search logic to combine keywords and find specific information. This feature also gathers @mentions and #mentions. Saved searches can be customized and tagged for easier categorization.
- Sentiment Analysis and AI-Powered Insights: The tool uses advanced sentiment analysis to understand consumer sentiment and emotions driving engagement. Blue Silk™ AI generates real-time summaries, helping users identify recurring themes, emerging trends, and key emotions associated with their brand or topics of interest.
- Alerts and Notifications: Users can set up real-time alerts to notify them of critical mentions, changes in sentiment, or spikes in conversation volume. This feature is crucial for mitigating negative chatter and responding promptly to crises or misinformation.
- Historical Data and Comparative Analysis: Depending on the plan, users can access historical data ranging from 7 days (Listening Basics) to 30 days or even 13 months (Hootsuite Listening powered by Talkwalker). This allows for comparing multiple searches side by side to track changes over time and benchmark against competitors.
- Advanced Boolean Searches and Filters: The tool offers advanced boolean search capabilities to pinpoint exact data, reducing the need to filter through irrelevant information. Users can also apply various filters to customize their search results.
- Visual Recognition and Multi-Media Monitoring: Hootsuite Listening includes AI visual recognition, enabling the monitoring of mentions across videos, memes, GIFs, and audio content, as well as references to brand logos, scenes, and objects.
- Reporting and Exporting: Users can generate and export detailed reports, which can include metrics such as sentiment, demographics, and changes over time. These reports can be customized, scheduled, and shared across teams to ensure insights are disseminated effectively.
Integration and Additional Capabilities
- Integration with Hootsuite Analytics: Hootsuite Insights is integrated with Hootsuite Analytics, allowing users to capture and compare social listening metrics alongside other social data. This integration enables a comprehensive view of social media performance and helps in planning more effective social campaigns.
- Peak Detection and Trend Forecasting: The tool includes features like peak detection to identify spikes in volume, engagement, and reach, as well as trend forecasting to predict topic volumes over the next 90 days.
Plans and Accessibility
Hootsuite offers two main social listening products:
- Listening Basics: Included in all Hootsuite plans, this provides basic social listening capabilities with data from the past 7 days and limited features.
- Hootsuite Listening (powered by Talkwalker): Available as an add-on to Hootsuite Enterprise, this offers more advanced features, including longer historical data access, more comprehensive search capabilities, and additional analytics tools.
In summary, Hootsuite Insights is a robust tool that enhances social media strategy by providing real-time insights, advanced analytics, and comprehensive monitoring capabilities, making it an essential asset for any business aiming to understand and engage with their online audience effectively.