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Unlocking Consumer Insights: Mastering the Art of Social Listening

21 min read

Saviez-vous que 88% of consumers not only trust but also purchase from brands that actively engage with them on social media? Customers trust brands that have an active online presence, promptly respond to their queries, and stay updated with the latest trends. Embracing the incredible power of social listening in today’s digital world can truly transform your business.

Social media and public platforms provide valuable insights into truly understanding your customers’ demands and needs. Avec ça, you can create content that grabs attention and is relatable. Keep reading to discover how social listening proves helpful in unlocking consumer insights.

What Is Social Listening?

Social listening involves analyzing online conversations across various social media channels and acting on them. It’s a valuable practice that helps you gain insights into what people are saying about products, marques, and industries.

In the ecommerce industry, social listening is highly relevant and can provide you with valuable information for your business moving forward.

Source: Brand24

By analyzing social media conversations, you can discover consumer insights, tendances émergentes, and preferences. This will allow you to tailor your product offerings and marketing strategies to meet current demands, ultimately leading to more sales.

You’re probably already on social media, so why not leverage it to your business advantage?

En plus, having customer avatars or buyer personas is a great way to gain a deeper understanding of your target audience and enhance your messaging and product positioning. They provide a clear representation of your ideal customer and their unique characteristics.

Heureusement, social media enables businesses to directly connect with end users and consumers, providing valuable feedback and insightful perspectives, comme:

  • The goals of your target audiences
  • Likes and dislikes of your customers
  • How they spend most of their time
  • Why your product is the best fit to solve their problems.

To clarify, here is a brief comparison between social listening, analytics, and intelligence.

 Social ListeningSocial AnalyticsSocial Intelligence
ConcentrerCapture and understand online conversations, les tendances, and sentiments.Quantify and measure social media data to drive statistical insights and metrics.Encompasses both listening and analytics with a deeper focus on strategic decision-making.
Data SourcePlateformes de médias sociaux, les blogs, and forums.Collect data from social media platforms through APIs and focus on demographics, atteindre, and engagement rates.It uses social listening and analytics data to provide actionable insights for long-term planning and strategy.
ButAims to assess and track public sentiment, gather customer feedback, and identify emerging issues or trends.Aims to provide quantitative data on social media performance. La suite, businesses can track their SMM efforts.Aims to provide a holistic understanding of consumer behavior, les tendances du marché, and competitive landscapes to guide strategic business decisions.
ExempleMonitor Twitter (X) for brand mentions to gauge customer reactions and opinions.Calculate a Facebook ad campaign’s CTR (taux de clics) to assess its effectiveness.Use social listening and analytics data to inform product development, customer experience enhancement, and competitive positioning.

The Importance of Understanding Your Audience

Dans le commerce électronique, it is difficult to succeed without fully understanding your audience. Voici pourquoi:


Convincing your customers to buy from you is a challenge, especially given the fierce competition out there. There is an abundance of ads and content fighting for their attention, so you have to stand out from the crowd.

By actively listening and gaining a deep understanding of your audience, you can tailor your products, services, and content to create stronger customer engagement and boost conversion rates.

Efficient Marketing

Identify your target audience to allocate your marketing budget effectively. It may lead to a higher return on investment (ROI).

Customer Satisfaction

Having consumer insights handy makes it easy for you to meet expectations and address the pain points of your target audience. It will foster loyalty and increase the chances of repeat purchases and word-of-mouth referrals.

Competitive Advantage

Social listening is a powerful tool for customer sentiment analysis and trend identification. After understanding your customers, you will clearly understand their problems and needs. En fin de compte, you can create a unique value proposition to differentiate your brand and really connect with your audience.

Benefits of Social Listening for Ecommerce

For marketers and sales professionals, social media is a blessing and a handy tool available to get valuable insights. It is a powerful tactic to connect with customers and monitor and analyze conversations.

Source: BusinessWire

Here are the main benefits of social listening in ecommerce:

Customer Engagement

With social listening, you can promptly respond to comments, préoccupations, and questions. This can help enhance the overall customer experience, encouraging open conversations with your customers.

Product Development

Social listening empowers retailers to stay ahead of emerging trends and changing consumer preferences. By closely monitoring social media conversations, you gain valuable insights to inform your product development strategies. La suite, your business will stay ahead of the curve.

Social listening also simplifies the process of identifying common challenges and pain points experienced by consumers. This feedback is precious for retailers to refine existing products and develop new solutions to address these issues.

Enhancing Marketing Efforts

To create valuable content that captures customer interests, explore themes and topics that truly resonate with your target audience. En outre, consider leveraging social media feedback and reactions as valuable insights to measure the effectiveness of your marketing campaigns.

With the help of social listening, you can also identify the right influencers in online retail for marketing collaborations. It ensures the alignment of your target audience and your brand values.

Brand Reputation Management

Social listening equips you with the ability to detect negative sentiments and potential crises early on. This proactive approach enables you to address issues promptly while managing your reputation. If you are available to respond to customer inquiries, it is proven to be effective in building or regaining trust and credibility. Negative reviews can happen to anyone, how you solve them is what matters.

Keep in mind that a positive online reputation proves helpful in attracting new customers and retaining current ones.

Real-World Examples of Brands Using Social Listening

Now let’s take a look at some real-world examples of companies that use social listening to their advantage:

Taco Bell

Taco Bell is crushing its social listening game, especially on Twitter (X). Their posts are entertaining and totally on-trend, and they are very engaged with their customers. Whenever they post any concerns or demands, they respond and listen. Taco Bell a ajouté de nombreux éléments de menu ou ramené des éléments de menu en fonction des messages et des publications que les clients leur ont envoyés en ligne..

Ils republient même les tweets des clients, montrant en outre qu'ils écoutent. Taco Bell est incroyablement engagé, et les clients adorent discuter avec eux car ils sont très ouverts et amicaux, qui, la suite, les amène à obtenir des commentaires gratuits pour créer du contenu personnalisé.

Source: Taco Bell sur X


Starbucks surveille les réseaux sociaux pour identifier les préférences et les tendances des clients. La suite, ils ont introduit différentes options de menu lorsqu'ils ont remarqué une demande croissante d'alternatives au lait à base de plantes. Ils ont introduit l'avoine, amande, noix de coco, et du lait de soja pour leur consommateurs végétaliens. Ils proposent également des sirops et des sauces végétaliennes., afin que tout le monde ait la possibilité de profiter des boissons Starbucks populaires.


Ce détaillant de vêtements et de chaussures en ligne s'engage activement auprès de ses clients sur les réseaux sociaux pour répondre rapidement aux demandes de renseignements et aux préoccupations.. Cela démontre leur engagement envers le service client et favorise des relations positives..

Source: Twitter


En tant que société multinationale de technologie informatique, Dell s'engage activement dans l'écoute sociale. Leur objectif principal est d'améliorer le développement de produits et le service client.. Ils suivent les conversations sur les réseaux sociaux et les forums en ligne. Cela les aide à identifier les problèmes et les préoccupations des clients.

La suite, ils sont capables de répondre rapidement à ces préoccupations. Cela entraînera une satisfaction et une fidélité accrues des clients.. Dell a signalé un 22 score net du promoteur (NPS) avec 20% passifs, 29% détracteurs, et 51% promoteurs.


Airbnb est une place de marché en ligne pour les expériences d'hébergement et de voyage. La marque utilise l'écoute sociale pour comprendre les sentiments et les préférences des clients. Ils suivent les conversations sur les réseaux sociaux pour recueillir des commentaires.

Cela leur permet d'introduire une fonctionnalité notable, "Expériences", qui permet aux hôtes de proposer des activités uniques aux voyageurs. Après cette innovation, ils ont généré une source de revenus importante.

Il y a quelques mois, Airbnb a créé des millions d'impressions en 24 heures avec l'aide de l'écoute sociale. Une TikTokeuse a posté qu'elle et ses amis se sont retrouvés bloqués en Italie après avoir réalisé que leur supposée villa sur booking.com était inexistante.. Airbnb est rapidement venu à la rescousse, leur donnant accès à une villa gratuite à proximité – ce qui a rendu l'influenceur, ses amis, et ses followers très heureux.

Stratégies pour une écoute sociale efficace

Êtes-vous prêt à écouter vos clients? Cela signifie que vous êtes sur le point de devenir imbattable dans votre niche.. Pour une écoute sociale efficace, voici quelques stratégies que vous pouvez utiliser aujourd'hui.

Surveillance des mots clés

Vous avez besoin des bons mots-clés et expressions pour une écoute sociale réussie. Voici quelques étapes pour sélectionner des mots-clés pertinents:

  • Première, déterminez ce que vous voulez réaliser avec écoute sociale. Il peut s'agir d'un retour sur le produit, mentions de marque, tendances de l'industrie, ou le sentiment du consommateur. Définissez clairement vos objectifs pour obtenir les bons mots-clés pour suivre votre réussite
  • Réfléchissez aux mots-clés et expressions en rapport avec votre marque, industrie, produits, et public cible. La liste doit inclure des synonymes et des variantes
  • Analysez vos concurrents et identifier les hashtags et les mots-clés qu'ils utilisent. This may give you customer insights and what is relevant in your industry
  • Use social listening tools to discover additional keywords. Categorize your keywords based on customer queries, industry terms, mentions de marque, et plus.

Rappelez-vous, social listening is an ongoing process. Ainsi,, you should regularly review and update your keyword lists to keep them relevant.

Sentiment Analysis

Sentiment analysis proves helpful in decision-making by gauging how your customers react to your brand engagement. Here are some easy steps to get started:

  • Utilisez des outils d'écoute sociale with a sentiment analysis feature. It can automatically categorize mentions by sentiments
  • Along with automated sentiment analysis, you can’t ignore manual analysis. Ainsi,, train your team to manually assess sentiment because context can influence sentiment
  • Dive deeper into the reasons behind positive and negative sentiment. Understand what aspects of your products or services are driving these emotions
  • Use sentiment analysis to identify areas for improvement. Respond to negative sentiments or concerns of customers to make necessary changes.

Track changes in each sentiment over time to evaluate the effectiveness of your efforts. Keep in mind that positive sentiments indicate improved customer satisfaction.

Source: MonkeyLearn

Trend Tracking

Social listening is crucial to identify emerging trends in your industry. To do it effectively:

  • Read industry publications and follow influencers to stay informed about your industry
  • Monitor trending keywords and hashtags in your niche
  • Analyze social media conversations to understand the strengths and weaknesses of your products
  • Participate in trend-related discussions to gain deeper insights and connect with potential customers.

Incorporate trends into your product development, marketing, and content strategies. It will make you agile in response to emerging opportunities.

Competitor Analysis

To get valuable customer insights, you should monitor and analyze competitor mentions. See the steps for competitor analysis:

  • Define your main competitors in your niche. Include both indirect and direct competitors
  • Use social listening tools to track mentions of your competitors on review sites, forums, et les médias sociaux
  • Pay attention to what customers are saying about your competitors. Are there positive aspects you can leverage in your business?
  • Observe marketing campaigns, customer engagement tactics, and product launches of your competitors. It will help you analyze what works well.

Enfin, compare your customer sentiment, social media engagement, and online reputation with your competitors. It will help you to find areas where you can outperform them and also improve.

Leverage Social Listening Tools

For your ecommerce business, you need the right social listening tools. Here are some excellent options to unlock consumer insights:

  • Hootsuite offers comprehensive social listening capabilities
  • Brandwatch is a powerful tool to track mentions, analyze sentiments and identify emerging trends
  • Mention is a user-friendly tool to monitor mentions of your brand, competitors and industry keywords
  • SproutSocial is another social listening tool with amazing features
  • Talkwalker offers strong social listening and analytics capabilities
  • Google Alertes is a budget-friendly option to monitor mentions of keywords.

You can choose any tools that align with your budget, objectives, and the depth of analysis you require.

Source: SproutSocial

Social Listening Best Practices

Here are some best practices to focus your efforts for effective social listening.

Know What to Listen to

Here’s how to determine who or what to monitor:

  • Define objective: Outline your goals and objectives for social listening
  • Connaissez votre public: Get a deep understanding of the pain points, comportement, and interests of your target audience
  • Categorize keywords: Categorize your keywords based on relevance. You need keywords according to your core objectives and niche
  • Utilisez des mots-clés à longue traîne: Your monitoring strategy is incomplete without long-tail keywords. These specific phrases can capture more focused and relevant conversations.

Know Where to Listen

To find the best channels to monitor and follow:

  • Identify primary channels: You need primary social media platforms and online communities where your target audience is active. This can be forums, les blogs, les réseaux sociaux, etc. You can monitor multiple platforms to yield different insights
  • Stay relevant to your industry: Always choose channels and forums where discussions related to your niche take place. You need these platforms to get industry insights
  • Keep an eye on competitors: Monitor the social media profiles of your competitors. It is a good way to identify their strategies and weaknesses and maybe get some inspiration.

Use Narrow Searches

Narrow your search criteria to refine your social listening efforts. Here are some ideas to use for more precise and narrow searches:

  • Specific keywords: Use specific phrases and keywords relevant to your objectives. Avoid broad terms that may generate too much noise
  • Boolean operators: These are simple words (c'est à dire, et, ou, pas, or and not). Use them to create precise search queries. Par exemple, use “brand name AND product name” to find discussions related to a specific product
  • Language filters for multilingual audience: You can narrow your search to a specific language with language filters. It will be helpful if your target audience is multilingual
  • Geo-targeting: Consider geo-targeting if your business operates in specific regions. This will help you focus on regional or local audiences.

Keep False Positives Under Check

Do you want to ensure the accuracy of your social listening efforts? You should reduce false positives. Here are some tips to keep them in check:

  • Refined keywords: Review and refine your list of monitored keywords. Make sure to remove generic or irrelevant terms that generate excessive false positives
  • Adjust alerts: Customize your social listening tools to send alerts for mentions that match specific criteria. It will reduce the likelihood of irrelevant notifications
  • Context matters: You can’t jump to conclusions based on keywords only. You can consider the context of the conversation to determine whether a mention is relevant
  • Human analysis: Incorporate human analysis into your process. You need trained staff to review and filter mentions to ensure accuracy.
  • Use filters: Take advantage of filters available with social listening tools to exclude specific phrases or keywords from your results.

All these best practices will help you enhance the relevance and accuracy of your social listening efforts.

Social Listening in Practice: Black Friday

Black Friday is one of the year’s biggest shopping events. Social listening during Black Friday can be a game-changer for your business and a great way to maximize your sales. You can get valuable consumer insights before Black Friday by analyzing online conversations.

Here’s how you can apply social listening for insights as this grand shopping event approaches:

  • Identify Black Friday-related keywords and consumer conversations. To find relevant terms and hashtags, you can use social listening tools. Par exemple, #Offres, #BlackFriday, etc.
  • Pay attention to what shoppers are excited about, like any specific product category (la mode, l'électronique, cuisine) or types of deals (early bird discounts, BOGO)
  • Identify Black Friday shopping trends with social listening tools. Keep an eye on influencers and industry leads to know more about Black Friday deals
  • Analyze the tone of conversations to gauge consumer sentiment. You should know if consumers are anxious, frustrated, or excited about Black Friday. Determine brands or products that are generating positive buzz
  • Monitor competitorsBlack Friday promotions and customer reactions. Pay attention to customer reactions to offers of your competitors
  • Observe how competitors are pricing their products for Black Friday. Check their bundles, limited-time offers, vous pouvez utiliser un point et une virgule partout où vous en avez besoin
  • Use consumer insights to tailor the holiday season’s product offerings, prix, et stratégies de commercialisation. You can introduce limited-edition products or exclusive Black Friday offerings based on consumer demand.

Adjust your pricing strategies based on competitor insights and consumer expectations. To stand out, you can offer flash sales, early bird specials, or bundle deals.

Unleash the Power of Social Listening

Now that you understand the importance of social listening to elevate your business to new heights, it’s time to actively listen to consumer conversations on various platforms and unravel invaluable insights into consumer preferences, tendances émergentes, and sentiments.

These insights serve as a guiding light to craft personalized and meaningful engagement strategies.

Et don’oubliez pas, social listening goes beyond simply understanding. It involves timely problem-solving, building loyalty, and mastering popular shopping events like Black Friday.

Start your path to ecommerce excellence today by embracing the power of social listening. Your customers have a lot to share with you – so listen closely, learn from them, and watch your business thrive.


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A propos de l'auteur

Mark Quadros is a SaaS content marketer that helps brands create and distribute rad content. On a similar note, Mark loves content and contributes to several authoritative blogs like HubSpot, CoSchedule, Foundr, etc. Connect with him via LinkedIn ou Twitter.

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