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Social Listening Helps Brands Win in the Moment

Posted on 10-10-2017 by susan.lawson-dawson@lexisnexis.com

According to social media usage statistics, approximately 350,000 tweets enter the Twittersphere every minute, of every day. For brands trying to keep up with what's being said—and join the conversations right when they're happening—social listening is imperative. But distinguishing a lone voice among the cacophony of social posts can be a challenge without the right tools. Fortunately for those who appreciate a clever and timely tweet, some brands have proven themselves to be social listening aces—and one of them is @helper. (That's Hamburger Helper for non-followers.)

@helper shows the value of social media monitoring

In case you missed it, late last week a Twitter user posted an unflattering picture of food with the tweet: “PSA: Knowing how to mix Hamburger Helper doesn't make you wife material.” The brand was listening, and didn’t take kindly to the sentiment. In a move that was both ironic and humorous, the brand’s oh-so-friendly mascot—a single white glove—clapped back, tweeting: “And this makes you husband material? https://t.co/S7oBO1KknZ” The result? Fans began retweeting the Glove’s snappy retort, and media outlets picked up the story, finding a brief respite in its humor after what had been a very difficult week in the news.  

A tweet that could have easily disappeared in the crush of other chirping voices turned into an opportunity for Hamburger Helper. One timely rejoinder earned the brand more media attention—a fact that we could actually see when we analyzed media activity using LexisNexis Newsdesk®.

Take this chart showing the brand’s reach over time. The original tweet was posted on October 4. When @helper responded back, the brand’s reach quickly began to climb, going from 2,338,786 to 26,485,186 in just 24 hours and peaking at 51,996,140.

What’s more, that reach translates into value, as shown in the chart below:

Within two days of @helper's response, the surge in media coverage took Hamburger Helper's media value over time from $34,603 to $1,180,881. Hamburger Helper had already earned accolades for its savvy social media game following its April Fools’ Day release of “Watch the Stove,” a rap album featuring songs like “In Love with the Glove” and “Feed Your Soul.” The brand’s focus on social listening—and its ability to respond quickly to a mention—shows that Hamburger Helper is dishing up some seriously delicious marketing.

 3 Ways to Apply This Information Now

  1. Request a demo of LexisNexis Social Analytics (powered by Talkwalker) to see what you could be missing.
  2. Explore some of the other media monitoring posts here on the Biz Blog.
  3. Share this blog on LinkedIn to keep the dialogue going with your colleagues and contacts.

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