Figure 6: Online Shopping Trends in Three Countries
During the same period, interest in Pak’nSave also soared. The interest in the overall brand versus interest in its online shopping services have followed different trajectories.
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Figure 7: Online Interest in Pak’nSave

Lessons Learnt

By studying different business cases, appropriate social listening strategies are suggested. Table 4 is a matrix of strategy portfolios. Firstly, to get a comprehensive view of a company’s brand in the social media, the brand image can be reviewed from six factors: mentions, influencers, sentiment, brand health index, channels, and Keyword cloud. Secondly, to position a product or a brand in the market, as well as to understand the recurring qualities from social media, multiple products or brands can be compared with each other, including mentions, channels, and sentiments. Thirdly, to spot and address a crisis or trend in social media, the detection needs to be performed from four aspects, including mentions, sentiments, Keyword cloud, and brand health index.
Table 4: Matrix of the social listening strategy portfolios