4 Case Studies of Brands that Discovered the Wonders of Social Listening - Social Media Explorer
4 Case Studies of Brands that Discovered the Wonders of Social Listening
4 Case Studies of Brands that Discovered the Wonders of Social Listening

Social media is a huge benefit to businesses in all industries. Social media marketing is a popular tool for businesses. However, most fail to monitor and manage customer interactions. Social media has been a part of 90% of businesses’ marketing strategies, but only 41% actually monitor and respond to social media posts. 

Marketers are skeptical of the potential benefits of monitoring social media. Below is a collection of case studies to help dispel doubts. Here are some outstanding case studies about social media monitoring. 


Barkley, a large financial institution in Britain is very important. Barkley released a brand new mobile banking app in 2012. 

Barkley was positive that customers would enjoy the many features of the application. But they decided to continue. monitor social media discussions about the new app. The team quickly realized that the customers had raised an important complaint, which they hadn’t considered while creating it. Barclay customers who were under 18 were dissatisfied that the app wasn’t available for them. The app was made available to customers 16-17 years old, which helped improve the brand’s reputation. 

Barclay was required to look into the data and find out what caused this problem. They found that less than 5% of brand mentions on social media were negative. Many companies would be tempted to ignore the positive feedback from customers and become complacent. Barkley knows the many benefits to using social media monitoring toolsTo take a deeper look at the data. It is likely that they realized negative impressions were more likely to get shared than positive, and so it was necessary to address even small numbers of negative views. 

American Automobile Association 

The American Automobile AssociationAAA (Non-Profit Auto Insurance Association) specializes in roadside emergency assistance. AAA found that many AAA members are also interested in AAA’s emergency roadside assistance services. their customers Instead of calling, they were posting comments on social media and making complaints. Because these conversations were often made public through social media forums and posts, it had an impact on how other customers perceive the brand. 

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AAA began monitoring the social media discussion about their services. They looked at Twitter mentionsReviewing approximately 6500 social media posts per month in order to gain a better understanding of customer sentiment 

AAA set up daily alerts to monitor brand mentions. They also used some of the best social media monitoring tools. The team was able to identify the content and track how much traffic it received. They were able to identify the customer comments which generated the greatest visibility.

These details were used by insurance companies to prioritize online queries. Instead of prioritizing complaints based on their type, the insurance company focused on content that received the greatest visibility. It was their goal to let other customers see the posts and show them that AAA cares about solving their problems. 

AAA acknowledged that it was hard to determine the precise impact on brand loyalty. But, numerous metrics proved that customer sentiment had improved significantly. 


Over the past 35 year, Dell has been a pioneer in technology innovation. In addition to disrupting the computer industry and evaporating IBM’s monopoly on the PC market, Dell has also been a pioneer in social media marketing. In 2006, they started social media marketing. This was just one year after Facebook launched. 

Although Dell has had a solid social media marketing strategy for over a decade, they didn’t prioritize their social monitoring strategy until later on. Dell started using several social media monitoring toolsThey can also use internal analytics and customer sentiments to gather data. 

Dell’s social media monitoring strategy played a key role in the development of its “Idea Storm” project. Idea Storm was designed to empower employees to provide better customer service. The most important objective was to connect employees with the correct channel for specific customer issues. This was possible only if Dell understood the preferences of customers for how they would like to engage with Dell. To determine the customer’s feelings about different engagement media, they created a social-media monitoring strategy. 


Companies that want to know what customers think about their business approach can use social media monitoring. A social media monitoring campaign is sometimes necessary in order to gather insights on a specific event. 

Kmart’s success in using social media monitoring to validate a strategy is proof of its ability to use it. Kmart is a conservative retailer in North America. Kmart decided to make a YouTube viral video and change the way they do business. The video involved subjects claiming that they needed to “ship their pants.”

You can easily imagine that the expression could be interpreted as profanity by casual listeners. Kmart had other actors play the role of shock to the audience until they repeated the phrase. 

This approach earned Kmart a lot publicity. The video had 13 million hits. Before proceeding to similar marketing strategies, however, it was important that we determine if the video had any positive or negative effects on the brand. 

To find out what customers thought about the video, Kmart created a social-monitoring campaign. Kmart was pleased with the general impression and decided to keep it going.

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About the Author

Ryan Kh
Ryan Kh is an experienced blogger, digital content & social marketer. He is the founder of Catalyst For Business and contributor to search giants like Yahoo Finance, MSN. He is passionate about covering topics like social Media, branding, startups & entrepreneurship. Follow his latest tweets on Twitter: @ryankhgb.

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