The Social Listener is another more experimental application of customer data in the campaign’s Insight tab. Using linguistic mapping, we scrape linked social media sites related to automotive content. First we sort content based on related hashtags, then we use natural language processors to analyze the relevant posts to determine the overall subject category and whether the post was linguistically positive, negative or neutral.

This provides the foundation for the most fun part of the social listener. By increasing the weight and relationship between hashtags and their corresponding posts with the number of likes, shares, etc. we can create a better idea of the language being used to describe features, the reputation of a brand, etc. We can see trending tags, commonly used phrases and what content is the most popular so we are no longer creating ads but communities around our brands by contributing to the conversation and celebrating the lives, thoughts, and opinions of our customers.