A brand is more than product features. Brands touch people where emotion and product functionality meet. So, the brand is good place to start using social competitive intelligence, which can tell marketers how consumers feel about their brand and the brands of competitors.
Example: Auto brand conversation
In the U.S., the five top-selling car brands are Chevy, Ford, Honda, Nissan, and Toyota. And these brands are often talked about together on social media.
This makes sense. When consumers decide to buy a car, they usually consider several brands. Their conversations reveal a lot about their preferences and reservations.
Below, you’ll see how much each of those top five brands are discussed, as well as how they’re discussed together. By diving deeper into all these conversations, brands can benchmark their own performance on social (whether that be volume of conversation, sentiment, or other categorization) against that of the competition.