Data coverage for social listening

Free resources to understand the most important social media data sources for global brands.

Social listening depends on data

Social listening brings together conversations and information from a range of different social networks and the web. Instead of you monitoring everything constantly, advanced tools pull these conversations together and analyze them for you.

But in order for this to work, your tools need to provide complete data coverage. You can’t track conversations on Instagram or Facebook if your social listening platform doesn’t monitor these. And the same goes for networks in China, Russia, and other markets you care about.

This page is full of resources to help you understand how data coverage works. Below you’ll find detailed information on:

  • The most important social media data sources for global brands
  • Vital social platforms in emerging markets - especially China
  • Recent changes to specific social networks (and their impact on listening)
  • Case study of how one of our top clients leverage social data

1/ Which social data sources matter most for global brands?

Social media is a powerful force. It helps to propel your marketing message, learn more about consumers, and delivers unparalleled insights to fuel your entire corporate strategy.

But not all social platforms are equal. Some are full of valuable conversations and real-time buyer feedback, and others are just noise.

This post dives into the platforms that your social listening strategy must include. Discover the data sources that’ll deliver the best insights into consumers, no matter your industry or target markets.


Social media gives brands access to more information than ever before. Track these platforms closely to make the most of this new world of data.

Read the full post here.

2/ What kind of insights can social media data provide?

Great companies make it a priority to know their customers deeply and to use this information in every business decision. They find customer insights in market research, yes, but also through daily interactions with buyers, and especially on social media.

In this post, we’ll show you how to use social media to understand your customers better today, tomorrow, and always. There’s no more immediate source of consumer insights than social networks - you just have to know how to access them.

Read the full post now.

3/ The Instagram metrics that every brand should care about

Whether your brand has a profile or not, every brand should be watching Instagram. The platform is growing faster than any other, and it has so far managed to avoid major scandals (unlike Facebook and Twitter).

There are also certain aspects to Instagram that make it particularly interesting for brands in the lifestyle, luxury, and food & beverage markets. These products are wildly popular for both consumers and influencers, and brands in these industries already know the power of smart Instagram marketing.

Instagram data gives brands two distinct advantages:

  1. They understand their Instagram audience better and can tailor campaigns to reach the right consumers.

  2. This data delivers insights that help brands create the best possible products. The more they know about what motivates buyers, the better their products become.

Whether you have a strong Instagram presence or not, conversations on the platform are a must-listen for global brands. Here are the key metrics that Instagram listening tools can deliver:

Screenshot 2019-03-14 at 16.38.55

Read the full story.

Instagram is an aspirational platform. Users share their must-have products, and flock to see what their favorite influencers do, eat, and wear. You can learn so much about buyer behavior from this data, whether or not Instagram users ever mention your brand name.

And speaking of influencers...

4/ Why Instagram Business accounts matter for brands & influencers

There are two key types of Instagram account: business and personal. These come with a few key differences which have a huge effect on the quality of your social listening.

Long story short, business accounts provide your listening tools with more data and deeper insights.

For brands that work with influencers, this is important. If your influencers don’t have business accounts, you won’t have the same high quality data about their engagements. And for influencer campaigns, engagement is everything.

Learn more about the two kinds of Instagram profiles, and especially why you need to care as a data-driven brand.

You already know and care about Instagram data. This post explains why not all data sources are equal, and what you can do to ensure you get the best from Instagram.

Read the full article.

5/ Understanding the Chinese social media landscape in 2019

It may feel as though every important social network comes out of the United States. The platforms we usually think of first - Facebook, Twitter, and Instagram - certainly all came out of Silicon Valley.

But there’s a different landscape in the Far East. While some Chinese, Korean, and Japanese consumers are on those networks above, many more use platforms like Sina Weibo, WeChat, and Meitu.

Brands looking for a foothold in China and its neighbors need to understand these buyers. And that means accessing social media data from Chinese social networks. This brings insights into billions of consumers - what they buy, why they buy, and what they want to see more of.

Here’s what you need to know about Chinese social media:

Screenshot 2019-03-18 at 10.16.20

The added advantage of social listening is that it can be done from anywhere. So if you’d like to move into these markets in the next few years, but can’t be physically there to begin research, you can still gather more information that any focus group could ever provide.

Read the full post.

6/ How to stay on top of Chinese social media with social listening

It shouldn’t be hard to convince you that tracking Chinese social media is a big benefit to your brand. More data and insights are always a good thing.

But how does this actually work in practice? Can you go to any social listening tool and get the coverage you need?

Unfortunately, no. Chinese social networks are still relatively closed off to the West. And most social listening tools don’t give you the access you need.

But some can. And in this post, you’ll see how that marriage between data provider and listening tool works.

Comprehensive social listening requires than will. You need to choose a provider that has complete data coverage, on all the platforms you care about. Here’s how that works.

Read the full article.

7/ The new social platform that every retail brand should care about

Where do consumers go to discover new products, read reviews, and decide whether or not to buy? For young Chinese shoppers, the answer is The Little Red Book.

This fast-growing e-commerce platform - also called “Xiaohongshu” - is basically a style-obsessed search engine. Users pore over pictures comments to find their next must-have item. Reviewers take their roles seriously, as buyers rely on this information to make decisions.

Which makes The Little Red Book an incredible source of insights for global brands. If you produce or market clothing, jewelry, make-up, or other lifestyle items, you’ll find a deep well of information about Chinese consumers here.

Here’s what makes the platform special:

All that’s left to do is monitor these conversations with social listening, and find recurring themes that’ll help you reach these users.

Read the full post.

8/ Case study: How Publicis Transforms Strategic Planning with Social Data

Publicis, one of the world's largest marketing and advertising agency, uses social media data to provide the highest-quality campaigns for clients.

Gildas Launay shares how Publicis leads the change in strategic planning, and creates better campaigns and every day content with social data provided by Linkfluence.

Linkfluence Publicis

“With Linkfluence, we’re leading a huge transformation in agencies. Social listening helps us stay one step ahead in the industry and win clients with creative, data-backed campaigns.”

Watch full story.