15 Social Listening

Social Listening & Monitoring

Lang nghe truoc khi noi. Hieu khach hang dang noi gi, cam xuc ra sao, va thi truong di huong nao — truoc khi doi thu biet.

Thu thap thong tin

Hoi user toi da 4 cau:

1. Thuong hieu/san pham gi? Ten brand, ten san pham chinh, ten founder (neu co personal brand).
2. Doi thu chinh? Liet ke 2–3 doi thu truc tiep can theo doi.
3. Van de hien tai? Dang bi review xau, can biet xu huong, hay muon giam sat doi thu?
4. Kenh nao quan trong nhat? Facebook, TikTok, Zalo, Google Reviews, hay tat ca?

Framework: Listen → Analyze → Report → Act

LISTEN    — Thu thap mention, comment, review, bai viet lien quan
    |
ANALYZE   — Phan loai cam xuc, xac dinh xu huong, phat hien bat thuong
    |
REPORT    — Tong hop thanh bao cao tuan/thang voi insight ro rang
    |
ACT       — Phan hoi, dieu chinh chien luoc, xu ly khung hoang

Kenh giam sat

Danh sach kenh — Viet Nam

Tu khoa giam sat

Phan tich cam xuc (Sentiment Analysis)

Thang do cam xuc

Phan loai theo chu de

Phat hien khung hoang (Crisis Detection)

Tin hieu canh bao som

Quy trinh phan hoi khung hoang

Buoc 1 — Nhan dien (trong 1 gio)

Buoc 2 — Phan hoi (trong 2–4 gio)

Buoc 3 — Giai quyet (1–7 ngay)

Buoc 4 — Phuc hoi (2–4 tuan)

Niche Research — 20 chu de nong trong 7 ngay

Nghien cuu ngach, hieu chinh cho kenh VN.

Muc dich

Moi tuan, surface 20 chu de/xu huong dang nong nhat trong nganh de:

• Tao content kip thoi (khong bi chay sau doi thu)
• Phat hien co hoi content truoc nguoi khac
• Biet khach hang dang quan tam/tranh luan gi

Quy trinh research (30–45 phut/tuan)

Output format

# Niche Research — Tuan [X] ([DD/MM] – [DD/MM/YYYY])

| # | Chu de / Xu huong | Nguon | Muc do nong | Dang tranh luan gi | Co hoi content | Goc de xuat |
|---|-------------------|-------|-------------|---------------------|----------------|-------------|
| 1 | [Chu de] | FB Group / TikTok / News | Cao/TB/Thap | [Tom tat] | [Mo ta] | [Y tuong bai] |
| 2 | ... | ... | ... | ... | ... | ... |
| ... | ... | ... | ... | ... | ... | ... |
| 20 | ... | ... | ... | ... | ... | ... |

Quy tac

• Chi lay 7 ngay gan nhat — cu hon thi loai
• Xac minh ngay dang truoc khi dua vao bang
• Khong bao gio tu nghi ra link hoac so lieu — chi dung thong tin thuc te
• Neu khong du 20 chu de → ghi ro so luong thuc te, khong chen
• Uu tien chu de co tranh luan hoac tuong tac cao — khong chi lay tin tuc

Tip: Ket hop voi Content Matrix (skill 01) — lay chu de nong → dien vao matrix → co content kip thoi.

Phat hien xu huong (Trend Identification)

Loai xu huong can theo doi

Cach phat hien

Giam sat doi thu (Competitive Monitoring)

Template theo doi doi thu

Giam sat gi o doi thu

Chi so Brand Health

4 chi so chinh

Benchmark chi tiet

Cong cu giam sat

Mien phi

Tra phi (khi can scale)

Quy trinh thu cong (cho team nho)

Hang ngay (15–20 phut):

1. Kiem tra thong bao Facebook Page + Instagram (comment, mention, review)
2. Kiem tra comment tren TikTok (3 video gan nhat)
3. Search ten brand tren Facebook (Filter: Bai viet 24h)
4. Kiem tra Google My Business reviews

Hang tuan (30–45 phut):

1. Search tu khoa brand tren TikTok, Facebook Groups
2. Kiem tra Meta Ads Library cua doi thu
3. Doc Google Alerts tong hop
4. Cap nhat bang theo doi doi thu
5. Viet bao cao tuan

Bao cao tuan

Template

# Bao Cao Social Listening — Tuan [X] ([Ngay] — [Ngay])

## Tom tat

| Chi so | Tuan nay | Tuan truoc | Thay doi |
|--------|---------|----------|----------|
| Tong mention | [X] | [X] | [+/- %] |
| Mention tich cuc | [X] | [X] | [+/- %] |
| Mention tieu cuc | [X] | [X] | [+/- %] |
| Net Sentiment | [X%] | [X%] | [+/- %] |
| Response Rate | [X%] | [X%] | [+/- %] |
| Response Time TB | [Xh] | [Xh] | [+/- h] |

## Top mention tich cuc

1. [Nguon + noi dung tom tat + reach/tuong tac]
2. [Nguon + noi dung tom tat + reach/tuong tac]
3. [Nguon + noi dung tom tat + reach/tuong tac]

## Top mention tieu cuc

1. [Nguon + noi dung tom tat + da xu ly chua + ket qua]
2. [Nguon + noi dung tom tat + da xu ly chua + ket qua]

## Doi thu noi bat

- [Doi thu 1]: [Hoat dong dang chu y trong tuan]
- [Doi thu 2]: [Hoat dong dang chu y trong tuan]

## Xu huong trong tuan

- [Xu huong 1]: [Mo ta + co hoi cho brand]
- [Xu huong 2]: [Mo ta + co hoi cho brand]

## Canh bao

- [Muc do: Xanh/Vang/Cam/Do] — [Mo ta tinh huong]

## De xuat hanh dong

| # | Hanh dong | Uu tien | Ai lam | Deadline |
|---|----------|---------|--------|----------|
| 1 | [Mo ta] | [Cao/TB/Thap] | [Vai tro] | [Ngay] |
| 2 | [Mo ta] | [Cao/TB/Thap] | [Vai tro] | [Ngay] |

Bao cao thang

Template

# Bao Cao Social Listening — Thang [X]/[YYYY]

## Tom tat executive

**3 insight quan trong nhat:**
1. [Insight 1]
2. [Insight 2]
3. [Insight 3]

## Brand Health Dashboard

| Chi so | Thang nay | Thang truoc | Thay doi | Muc tieu |
|--------|---------|-----------|----------|---------|
| Share of Voice | [X%] | [X%] | [+/- %] | [X%] |
| Net Sentiment | [X%] | [X%] | [+/- %] | >60% |
| Response Rate | [X%] | [X%] | [+/- %] | >80% |
| Response Time TB | [Xh] | [Xh] | [+/- h] | <2h |
| Tong mention | [X] | [X] | [+/- %] | — |

## Phan tich cam xuc theo chu de

| Chu de | Tich cuc | Trung tinh | Tieu cuc | Xu huong |
|--------|---------|-----------|---------|---------|
| San pham | [X%] | [X%] | [X%] | [Tang/Giam/On dinh] |
| Dich vu | [X%] | [X%] | [X%] | [Tang/Giam/On dinh] |
| Gia ca | [X%] | [X%] | [X%] | [Tang/Giam/On dinh] |
| Truyen thong | [X%] | [X%] | [X%] | [Tang/Giam/On dinh] |

## Phan tich doi thu

| Chi so | [Brand] | [Doi thu 1] | [Doi thu 2] |
|--------|---------|-----------|-----------|
| SOV | [X%] | [X%] | [X%] |
| Net Sentiment | [X%] | [X%] | [X%] |
| Content noi bat | [Mo ta] | [Mo ta] | [Mo ta] |
| Chien dich noi bat | [Mo ta] | [Mo ta] | [Mo ta] |

## Xu huong thang

| Xu huong | Muc do | Co hoi cho brand | De xuat |
|---------|-------|-----------------|--------|
| [Xu huong 1] | [Manh/TB/Yeu] | [Mo ta] | [Hanh dong] |
| [Xu huong 2] | [Manh/TB/Yeu] | [Mo ta] | [Hanh dong] |

## Khung hoang / Su co (neu co)

| Ngay | Su co | Muc do | Xu ly | Ket qua | Bai hoc |
|------|-------|--------|-------|---------|--------|
| [Ngay] | [Mo ta] | [Xanh-Do] | [Mo ta] | [Mo ta] | [Mo ta] |

## Hanh dong thang toi

| # | Hanh dong | Uu tien | Ai lam | Deadline | Do bang |
|---|----------|---------|--------|----------|--------|
| 1 | [Mo ta] | [Cao] | [Vai tro] | [Ngay] | [Chi so] |
| 2 | [Mo ta] | [TB] | [Vai tro] | [Ngay] | [Chi so] |
| 3 | [Mo ta] | [Thap] | [Vai tro] | [Ngay] | [Chi so] |

Lien ket skill

• 08-nghien-cuu-doi-thu — phan tich doi thu chuyen sau (social listening cung cap du lieu thoi gian thuc)
• 09-insight-khach-hang — social listening la nguon insight dinh tinh manh nhat
• 13-phan-tich-du-lieu — ket hop du lieu dinh tinh (sentiment) voi du lieu dinh luong (metrics)
• 07-bao-cao-marketing — section brand health trong bao cao thang
• 01-lich-noi-dung — xu huong phat hien tu listening → y tuong content moi
• 14-email-marketing — phan hoi khung hoang co the can email thong bao cho khach hang

Checklist chat luong

Thiet lap ban dau

• Danh sach tu khoa giam sat day du (brand + san pham + doi thu + nganh)
• Google Alerts da tao cho moi nhom tu khoa
• Thong bao bat tren Facebook Page, Instagram, TikTok Studio
• Bang theo doi doi thu da tao (Google Sheets)
• Quy trinh phan hoi khung hoang da viet va team da biet
• Phan cong nguoi phu trach listening hang ngay

Hang tuan

• Kiem tra hang ngay da thuc hien (khong bo ngay nao)
• Mention tieu cuc da xu ly trong 24h
• Bao cao tuan da gui cho team/stakeholder
• Bang theo doi doi thu da cap nhat
• Xu huong moi da ghi nhan va de xuat y tuong content
• Niche Research da chay — co it nhat 10 chu de/tuan
• Chu de nong da chuyen sang Content Matrix (skill 01) hoac lich noi dung

Hang thang

• Bao cao thang day du voi 4 chi so brand health
• So sanh doi thu da cap nhat
• Xu huong thang da tong hop
• De xuat hanh dong thang toi co nguoi lam va deadline
• Review lai tu khoa giam sat — them/bot neu can