Responding effectively to online insights

What is social listening?

Social listening involves monitoring social media to find out what is being said about you and your industry and using these insights to improve your business and engage with customers.

What are the opportunities?

• Producing personalised marketing materials
• Measuring marketing campaign success
• Driving product development and innovation
• Monitoring IPR infringement
• Improving customer service
• Crisis management
• Identifying customers, potential customers and influencers

Key legal and practical considerations

Data privacy

• Data subject rights
• Transparency
• Purpose
• Data minimisation
• Anonymisation
• Lawful basis
• Retention and security

Data scraping: Website operator objections

• Website terms and conditions
• Copyright infringement
• Database Rights
• Other arguments

Service Provider terms

• Intellectual property
• Data