Gleanster Publishes Benchmark Report on Listening to the Voice of the Consumer in Social Media

New research reveals best practices in social listening as well as analyst commentary on 40 related solution providers.

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Companies can hone in on the comments that are truly relevant, put the conversations in context, and ultimately paint a more complete picture of what people are saying and why it matters to the brand.

Evanston, Illinois (PRWEB) June 20, 2013

Gleanster today announced the publication of a new Gleansight benchmark report, called Social Listening. Drawing from the experiences of 329 companies, the report offers a comprehensive look at the common challenges that companies face with social listening, also known as social media monitoring and social intelligence, and how they're overcoming those challenges. It reveals how Top Performers are generating actionable insights from social data to achieve their desired business objectives, whether in the context of marketing, customer service, market research, PR, sales, corporate communications or any other part of the organization.

By now, most companies have become reasonably proficient at knowing whether the volume of online conversation about their brand is increasing or decreasing and whether overall consumer sentiment is trending in a positive or negative direction. They can generally identify potential issues that may warrant that a particular action be taken and detect patterns and anomalies to which they may be wise to pay close attention. They can mine verbatims about their brand and respond to individual tweets and posts as the need arises.

In many respects, however, these capabilities merely scratch when it comes to next-generation social listening. “The platform capabilities are becoming increasingly sophisticated,” said Jeff Zabin, Research Director at Gleanster. “Using both manual and automated techniques to look at the subtle nuances of language, companies can readily identify emerging patterns and outliers, making it possible to hone in on the comments that are truly relevant, put the conversations in context, and ultimately paint a more complete picture of what people are saying and why it matters to the brand.”

The benchmark report is currently available for free download (registration required). The report is 35 pages and consists of seven sections: Topic Overview, Reasons to Implement, Value Drivers, Challenges, Performance Metrics, Success Stories and the Vendor Landscape. The latter section includes descriptions and analyst commentaries for 40 related solution providers. An updated version of the report will include comparative rankings across four key dimensions of evaluation: Ease of Deployment, Ease of Use, Features and Functionality, and Overall Value.

About Gleanster

Gleanster is a new breed of market research and advisory services firm. Its benchmark research and Deep Dive analyst reports highlight the experiences of top performing organizations; why they invest in technology, how they overcome challenges, and how they maximize the value of their investments. Gleanster also aggregates thought leadership in the form of white papers and research reports from third-party sources, including solution providers — who, for their part, can create and maintain their own vendor and solution showcases on Gleanster to help further educate the marketplace. For more information, please visit