social-listening

社交媒体监听

系统地监控社交媒体和在线对话，以追踪品牌情绪、识别新出现的问题并发现机会。

何时使用此技能

• 品牌健康度监控
• 危机预警
• 竞争对手追踪
• 活动效果
• 收集客户洞察

方法论基础

基于 Sprout Social methodology 和 Brandwatch analytics，结合：

• 关键词监控
• 情绪分析
• 趋势识别
• 影响者追踪

Claude 负责什么，哪些由你决定

Claude 负责	你决定
设计监控策略	工具选择
创建关键词列表	警报阈值
分析情绪模式	响应策略
识别趋势	资源分配
建议响应方式	升级处理决策

说明

第 1 步：定义监控范围

监控类别：

类别	追踪内容	示例
品牌	公司名称、产品	"@CompanyName"、“CompanyProduct”
人物	高管、发言人	CEO 姓名、创始人
行业	行业术语、趋势	行业关键词
竞争对手	竞争对手相关提及	竞争对手名称
问题	潜在危机	产品问题、服务投诉

第 2 步：建立关键词矩阵

关键词类型：

类型	用途	示例
主要	直接提及品牌	品牌名称、产品名称
次要	相关对话	行业术语、使用场景
负面	危机指标	“problem”、“issue”、“broken”
竞争对手	竞争情报	竞争对手名称、对比内容

第 3 步：设置警报

警报级别：

级别	触发条件	响应时间
绿色	互动量正常，情绪积极／中性	每日审核
黄色	互动量上升，情绪参杂	当日审核
橙色	互动量激增，负面趋势	数小时内
红色	负面内容广泛传播，出现危机指标	立即

第 4 步：分析发现

分析框架：

• 互动量趋势（上升／下降／稳定）
• 情绪分布（积极／中性／消极）
• 主要主题和话题
• 有影响力的声音
• 地理模式

第 5 步：报告并采取行动

报告频率：

报告	频率	受众
实时警报	触发时	危机团队
每日摘要	每日	营销团队
每周摘要	每周	管理层
每月深入分析	每月	战略团队

示例

示例 1：社交媒体监听策略

输入：

Create a social listening strategy for:
- B2B SaaS company (project management)
- Main competitors: Asana, Monday, Notion
- Recent product launch: AI features

输出：

## Social Listening Strategy: Project Management SaaS

### Monitoring Objectives

| Objective | Priority | Key Questions |
|-----------|----------|---------------|
| Brand health | High | How are we perceived? |
| Product feedback | High | What do users say about AI features? |
| Competitive intel | Medium | What are competitors doing? |
| Industry trends | Medium | Where is PM software heading? |
| Crisis detection | High | Any emerging issues? |

---

### Keyword Matrix

#### Brand Keywords

| Category | Keywords | Platforms |
|----------|----------|-----------|
| Company Name | "[Company]", "@company" | All |
| Product Name | "[Product]", "[Product] app" | All |
| Misspellings | Common variants | All |
| Hashtags | #[Company], #[Product] | Twitter, LinkedIn |

#### Product Keywords

| Category | Keywords | Why Monitor |
|----------|----------|-------------|
| AI Features | "[Company] AI", "AI project management" | Launch feedback |
| Core Features | "[Company] tasks", "[Company] boards" | Product sentiment |
| Integrations | "[Company] Slack", "[Company] integration" | Partnership health |

#### Competitive Keywords

| Competitor | Keywords | What to Track |
|------------|----------|---------------|
| Asana | "Asana vs [Company]", "switching from Asana" | Win/loss signals |
| Monday | "Monday.com", "Monday vs [Company]" | Competitive positioning |
| Notion | "Notion for projects", "Notion PM" | Category overlap |
| General | "best project management", "PM tool 2026" | Category conversations |

#### Crisis Keywords

| Category | Keywords | Alert Level |
|----------|----------|-------------|
| Outage | "[Company] down", "[Company] not working" | Red |
| Security | "[Company] hack", "[Company] breach" | Red |
| Pricing | "[Company] expensive", "[Company] price increase" | Orange |
| Churn | "leaving [Company]", "cancelled [Company]" | Yellow |
| Bugs | "[Company] bug", "[Company] broken" | Yellow |

---

### Platform Strategy

| Platform | Focus | Keywords | Frequency |
|----------|-------|----------|-----------|
| Twitter/X | Real-time sentiment | All brand, crisis | Continuous |
| LinkedIn | B2B discussions | Industry, competitor | Daily |
| Reddit | Deep user feedback | r/projectmanagement, product | Daily |
| G2/Capterra | Review sentiment | Product reviews | Weekly |
| Hacker News | Tech community | Product, competitor | As trending |

---

### Alert Configuration

#### Red Alerts (Immediate Response)

**Triggers:**
- Volume spike >300% normal
- Sentiment shift >50% negative
- Viral post (>1000 engagements)
- Keywords: "outage", "down", "breach", "hack"

**Response:**
- Slack #crisis-alerts channel
- SMS to on-call team
- Auto-pause scheduled posts

---

#### Orange Alerts (Same-Day Response)

**Triggers:**
- Volume spike >100% normal
- Negative sentiment >30%
- Trending competitor comparison
- Keywords: "expensive", "worse", "frustrated"

**Response:**
- Slack #social-alerts
- Email to marketing lead
- Review within 4 hours

---

#### Yellow Alerts (Next-Day Review)

**Triggers:**
- Volume spike >50% normal
- Notable influencer mention
- Competitor activity spike
- Keywords: "considering", "alternative", "switching"

**Response:**
- Daily digest inclusion
- Assign for monitoring
- Review within 24 hours

---

### Analysis Template

#### Daily Report

社交媒体监听每日摘要

日期：[Date]

互动量摘要

指标	今天	与昨天相比	与 7 天平均值相比
总提及数	X	+/-Y%	+/-Z%
品牌提及数	X	+/-Y%	+/-Z%
情绪得分	X	+/-Y	+/-Z

情绪细分

• 积极：X%
• 中性：Y%
• 消极：Z%

热门对话

1. [摘要 + 链接]
2. [摘要 + 链接]
3. [摘要 + 链接]

竞争对手动态

• Asana：[值得关注的动态]
• Monday：[值得关注的动态]
• Notion：[值得关注的动态]

行动事项

• [需要时采取的行动]

警报状态：绿色／黄色／橙色／红色

---

### AI Feature Launch Monitoring

**Specific Keywords:**
- "[Company] AI"
- "AI project management"
- "[Company] automation"
- "AI features PM tool"

**What to Track:**
| Metric | Target | Alert If |
|--------|--------|----------|
| Mention volume | 2x normal | <50% or >300% |
| Sentiment | >60% positive | <40% positive |
| Feature requests | Document all | - |
| Bug reports | <5/day | >10/day |

**Competitor Response Monitoring:**
- Are competitors announcing similar features?
- How is our positioning being compared?
- What gaps are users identifying?

示例 2：快速情绪分析

输入：

Analyze this week's social mentions:
- Total mentions: 450 (up 30%)
- Positive: 40%
- Neutral: 35%
- Negative: 25%
- Top negative theme: "pricing"
- One viral tweet (15K RT): "Just discovered [Company] raised prices 40%"

输出：

## Quick Sentiment Analysis

### Alert Level: ORANGE

---

### Summary

| Metric | Value | Status |
|--------|-------|--------|
| Volume | 450 (+30%) | Elevated |
| Sentiment | 40% positive | Below target |
| Negative | 25% | Above normal |
| Viral Content | Yes | Action needed |

---

### Key Finding

**Pricing is dominating the conversation**

The viral tweet about 40% price increase is:
- Driving 30% volume spike
- Shifting sentiment negative
- Spreading misinformation (if price increase was different)

---

### Immediate Actions

| Action | Owner | Timeline |
|--------|-------|----------|
| Verify price increase details | Product/Biz | Immediate |
| Draft response to viral tweet | Comms | 2 hours |
| Prepare pricing FAQ | Support | Today |
| Monitor for escalation | Social | Ongoing |

---

### Response Options

**If price increase was less than 40%:**

Hi [Name]，感谢你的反馈。澄清一下——我们最近的更新将 [specific] 的价格提高了 [X%]，而不是 40%。 以下是具体变更及原因：[link]

如果你有疑问，我们很乐意进一步讨论。

**If price increase was accurate:**

Hi [Name]，我们理解你的感受。我们知道，价格变动总是难以接受。以下是我们做出这一决定的原因，以及你将获得的回报：[link]

如果你想讨论自己的账户，我们的团队随时可以提供帮助。

---

### Escalation Watch

Monitor for:
- Influencer pile-on
- Media pickup
- Support ticket spike
- Churn mentions

技能边界

此技能擅长的事项

• 设计监控策略
• 创建关键词框架
• 分析情绪模式
• 构建警报系统

此技能无法做到的事

• 访问社交平台
• 实时监控
• 自动回复
• 了解你的具体工具

迭代指南

后续提示词：

• “为 [scenario] 创建回复模板”
• “我们应如何处理 [specific mention]？”
• “设计一个竞争对手监控仪表板”
• “我们应该追踪 [campaign] 的哪些内容？”

参考资料

• Sprout Social Listening Guide
• Brandwatch Analytics Methodology
• Hootsuite Social Listening
• Meltwater Media Intelligence

相关技能

• crisis-detector - 早期预警升级
• response-coordinator - 危机响应
• reputation-recovery - 危机后重建

技能元数据

• 领域：危机 / 营销
• 复杂度：中级
• 模式：cyborg
• 价值实现时间：制定策略需 1-2 小时
• 前置条件：平台访问权限、品牌背景