Refine your queries over time

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For example, we often see healthcare organizations using azerbaijan b2b leads social listening to better understand trending conversations and industry topics. A hospital system can create a “back to school” social listening query at the end of the summer and learn parents near them are concerned about how this will impact the spread of the flu and other viruses.

This little nugget of insight can inspire social strategy, out-of-home advertising, internal resource distribution—the opportunities are endless.

A major misconception with social listening is that if you build a topic and it works, you can then set it and forget it. Here’s why that doesn’t work.

Conversations—whether about your brand or other points of interest—constantly evolve. If you return to a Listening Topic that hasn’t been refined in months, chances are you’re going to miss new developments in audience preferences, concerns and behaviors.

Remember: a tool can only be as smart as you allow it to be. If your query begins to pull irrelevant information, that doesn’t mean it doesn’t work anymore. It just means you need to go back and add keyword exclusions and/or additions. This refinement is necessary and normal. It should be a standard part of your listening workflow.

Sprout Social's Query Builder with the Topic Preview panel open. The Topic Preview is pulling data around the terms "Dry January", "Sober Curious", "Non-Alcoholic", "Mocktails", "Alcohol-Free" and the hashtag #DryJanuary.
Sprout’s Listening Topic Preview feature is a great way to pressure test a query update before making an entirely new Topic. When you click Preview in the Query Builder, you’ll see a preview of results from X (formerly known as Twitter). If the results feel relevant and useful, you can click Start Listening, and the rest of your selected networks will get pulled in. If not, keep tweaking your query until you surface the right information.