The Talkwalkers are coming..How can social listening protect your brand in a crisis and help provide PR opportunities.
Did you know that you can track conversations about your brand across over 187 languages, not just text but also logos and in videos?
Social listening is the process of monitoring digital conversations to understand what customers are saying about a brand and industry online. It's a key part of public relations because social listening tracks the impact of the work being done by the company or their agency. This can be crucial during a crisis as it can help a company to listen to conversations which are out of its' control; Talkwalker was used by the HK airline which had mispricing on its website leading to a torrent of talk about cheap business class flights.
Talkwalker provides listening and analytics tools using artificial intelligence to more than 2.000 companies worldwide to protect their brands, measure their impact and gain the key consumer insights that drive purchase decisions. They have offices in Luxembourg, New York, San Francisco, Singapore, Frankfurt and Paris.
I spoke with Sophie Clark about which languages they can cover, search for photos and video images, and applications including crisis management and sports sponsorship. They cover an astounding number of languages and Sophie explains some of the special features of Talkwalker including their own proprietary AI technology.
There is a free service available and the basic package is £ 6,240 per year which can be also purchased by agencies to serve multiple clients, as the business model is based on data allowances.
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Jim James is the Founder and Managing Director of the EASTWEST Public Relations Group. He recently returned to the UK after 25 years in Asia where he was an entrepreneur. Whilst running EASTWEST PR, he was the Vice-Chairman of the British Chamber of Commerce in China, he also he introduced Morgan sports cars to China, WAKE Drinks, founded the British Business Awards, The British Motorsport Festival, EO Beijing, and was the interim CEO of Lotus cars
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