What are Insights?
Insights refer to valuable information, understanding, or deeper knowledge gained through observation, analysis, or experience. In various contexts, insights can provide meaningful perspectives, revelations, or correlations.
I love finding insights, particularly through social media listening. Insights are always contextual. When I worked for Philips Healthcare the insights were valuable to the product marketers to make informed decisions, solve problems, drive growth, or improve overall understanding of our products and services.
Insights can stem from data analysis, market research, personal reflection, or even unexpected discoveries. I discovered many insights as a community manager years ago. There is a skill to spot them. Embracing insights can lead to valuable improvements and innovative solutions. I love finding insights!
Social listening deep dive series
This is the first video in a series that I intend to create. They will show that there are many ways to find insights. There is no golden process to discover insights. Many times you do not need to go looking for them. They will walk right up to you, or land on your desk. However, if you do not have any open projects, issues or problems the insight that is before you is not relevant and becomes invisible.
This series will be about the insights that you can discover via social media listening. This is my favourite activity in social media marketing from Day 1. In this first video I am using Sprinklr but I have used many other tools like Radian6, Hootsuite, and many others.
Social Listening Deep Dive – Insight Categories
This first video explores the use of “insight categories” which is a deep dive widget available in the quick search section of Sprinklr social insights.
In this example I am deep diving to discover the negative social media buzz around pricing or costs of AI generated content due to it not being copyrightable due to a recent legal ruling.
- I enter my query text “AI generated content”
- I only want to see negative content so I select that option
- I deep dive by insight category, and select “Pricing and Charges”
- I want to see the topics within this group so I deep dive by “content subcategory”
- I finally see that Sprinklr has auto generated a content category called “legal” and that is the content I want to see in this case.
In conclusion
There are many ways to get to the results that are useful to you. My tip is to avoid going to look at the stream of actual results too early in the analysis. In this example I have zoomed down from 302,000 results to the exact ones I need in under 1 minute. I had to use deep dive categories to do this.
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- AI is Revolutionizing Social Media Marketing – 5 Time-Saving Benefits - February 16, 2025
- 2024 Social Media Innovations: A Deep Dive into the Trends That Shaped the Year - January 7, 2025