Perform market research to inform teams beyond marketing

[fomayof928@mowline]

Sharing insights from your social media data collection beyond the marketing team is becoming a more common, and needed, practice. One of the top internal metrics social marketers use to gauge the success of their efforts is the number of teams using social data to inform their work, according to The 2025 Sprout Social Index™.

From competitive intelligence to product learnings, social cyprus b2b leads listening insights are often bigger than social. And the brands using social insights to enrich business decisions beyond the social team are working and growing smarter.

For example, one agency in the building and manufacturing industry uses listening to keep their product team one step ahead. They set up five different listening topics about new products they had plans to eventually develop and offer. Keeping tabs on these product types in the conversation helped them uncover gaps in the industry, learn how people feel about the different product types and see what their competition looked like.

This product knowledge isn’t always the most impactful for social or content. But it’s invaluable for product planning and the decision-making that goes into it.

Apply it: Using some of the tactical listening tips we’ve discussed, mirror this brand. Set up Listening topics in Sprout around specific products. Analyzing the conversation and sentiment around these products enables you to understand how people feel about them, gaps you can fill, pain points and what makes competitor products stand out.

Use these social media listening examples to unearth social insight gold
With these social media listening examples in the back of your mind, what gems will you discover that can change your strategy and entire business?