[Decoded] Why ‘social listening’ is not enough in the age of disinformation

Is social listening enough to really know what’s going on in your space? Can a word cloud help you identify brewing crises in volatile social media platforms? These questions can help set the stage for a better crisis response and a more proactive reputation management.

My professional career started nine years ago with a stint in an advertising agency as a social media strategist. This was also just a few months after the pivotal 2016 elections. Back then, “trolls” became a buzzword and fueled what would become a shift towards the normalization of disinformation in the Philippines.

When a company was undergoing a PR crisis, The Nerve uncovered unique conversation angles and copy-pasted narratives about the issue, all of which indicate a message testing being done. Is social listening enough to really know what’s going on in your space? Can a word cloud help you identify brewing crises in volatile social media platforms? Can metrics such as the volume of your brand’s mentions and engagements allow you to dig deeper into the root of an issue? These questions can help set the stage for a better crisis response and a more proactive reputation management.

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