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

| Kenh | Loai noi dung | Cach giam sat | Tan suat |
|------|-------------|--------------|---------|
| Facebook Groups | Thao luan, hoi dap, review | Tim kiem theo tu khoa trong group nganh | Hang ngay |
| Facebook Pages | Comment, review, mention | Thong bao trang + search tu khoa | Hang ngay |
| TikTok | Comment, duet, stitch, hashtag | Search hashtag + comment tren video brand | Hang ngay |
| Zalo Communities | Thao luan nhom | Theo doi cac nhom nganh da tham gia | 2–3 lan/tuan |
| Google Reviews | Danh gia doanh nghiep | Google My Business dashboard | Hang ngay |
| Google Search | Bai viet, tin tuc | Google Alerts voi tu khoa brand | Tu dong |
| Forum Voz | Thao luan chuyen sau | Search theo tu khoa tren voz.vn | 2 lan/tuan |
| Reddit VN | Thao luan, review | Search subreddit lien quan nganh | 1 lan/tuan |
| Shopee/TikTok Shop | Review san pham | Tab review tren listing | 2–3 lan/tuan |
| YouTube | Comment, review video | Search ten brand + san pham | 1 lan/tuan |
| Bao chi online | Tin tuc, bai PR | Google News Alerts | Tu dong |

### Tu khoa giam sat

| Nhom tu khoa | Vi du |
|-------------|------|
| Ten thuong hieu | "[Brand]", "[Brand] review", "[Brand] lua dao", "[Brand] co tot khong" |
| Ten san pham | "[San pham]", "[San pham] gia", "[San pham] danh gia" |
| Ten founder | "[Founder name]", "[Founder] la ai" |
| Doi thu | "[Doi thu 1]", "[Doi thu 2]", "[Doi thu] vs [Brand]" |
| Nganh | "[Tu khoa nganh]", "[Van de pho bien trong nganh]" |
| Phan doi | "khong tot", "that vong", "lua dao", "kem chat luong", "khong nhu quang cao" |
| Khen | "xuat sac", "recommend", "hay qua", "nen dung", "dang tien" |

---

## Phan tich cam xuc (Sentiment Analysis)

### Thang do cam xuc

| Muc | Diem | Mo ta | Vi du |
|-----|------|-------|------|
| Rat tieu cuc | 1 | Phan no, to cao, keu goi tay chay | "Lua dao trang tron, da bao cong an" |
| Tieu cuc | 2 | That vong, phan nan, so sanh bat loi | "Dung roi kem hon doi thu nhieu" |
| Trung tinh | 3 | Hoi thong tin, so sanh, trung lap | "Ai dung [Brand] chua? Cho minh y kien" |
| Tich cuc | 4 | Hai long, gioi thieu, khen | "Dung 3 thang roi, rat hai long" |
| Rat tich cuc | 5 | Nhiet tinh gioi thieu, brand advocate | "Best service ever, gioi thieu het ban be roi" |

### Phan loai theo chu de

| Chu de | Giam sat gi | Y nghia |
|--------|-----------|---------|
| San pham / Chat luong | Review, so sanh, phan hoi | Cai thien san pham |
| Dich vu / Trai nghiem | Comment ve nhan vien, quy trinh | Cai thien operations |
| Gia ca | So sanh gia, phan nan gia | Dieu chinh pricing/communication |
| Truyen thong / Quang cao | Phan hoi ve content, ads | Cai thien creative |
| Doi thu | So sanh, chuyen doi tu doi thu | Co hoi hoac moi de doa |

---

## Phat hien khung hoang (Crisis Detection)

### Tin hieu canh bao som

| Cap do | Tin hieu | Nguong | Hanh dong |
|--------|---------|--------|----------|
| **Xanh** — Binh thuong | Mention tinh thuong, cam xuc tich cuc/trung tinh | <5 mention tieu cuc/ngay | Theo doi binh thuong |
| **Vang** — Theo doi | Tang mention tieu cuc, 1–2 bai viet phan nan co tuong tac cao | 5–15 mention tieu cuc/ngay HOAC 1 bai >100 tuong tac | Tang tan suat theo doi, chuan bi phan hoi |
| **Cam** — Canh bao | Mention tieu cuc lan nhanh, bao chi bat dau dua tin | 15–50 mention tieu cuc/ngay HOAC bao chi dua | Kich hoat quy trinh phan hoi, thong bao ban lanh dao |
| **Do** — Khung hoang | Viral tieu cuc, hashtag phan doi, anh huong doanh thu | >50 mention tieu cuc/ngay HOAC trending topic | Kich hoat quy trinh khung hoang toan dien |

### Quy trinh phan hoi khung hoang

#### Buoc 1 — Nhan dien (trong 1 gio)

| Hang muc | Can lam |
|----------|--------|
| Xac dinh nguon goc | Bai viet/comment nao bat dau? Ai dang? |
| Do lan truyen | Bao nhieu share/comment? Toc do tang? |
| Tinh chinh xac | Noi dung co dung khong? Co bang chung khong? |
| Anh huong | Anh huong den ai? Khach hang, doi tac, nhan vien? |

#### Buoc 2 — Phan hoi (trong 2–4 gio)

| Tinh huong | Cach phan hoi |
|-----------|-------------|
| Phan nan co ly | Xin loi + thua nhan + giai phap cu the + thoi gian xu ly |
| Thong tin sai | Dang chinh thuc + bang chung + giu giong binh tinh |
| Troll / Vu khong | Khong tranh cai cong khai + luu bang chung + bao cao platform |
| Khung hoang lon | Thong cao bao chi + video founder len tieng + update lien tuc |

#### Buoc 3 — Giai quyet (1–7 ngay)

| Hang muc | Can lam |
|----------|--------|
| Xu ly truc tiep | Lien he rieng voi nguoi phan nan, giai quyet ca nhan |
| Cap nhat cong khai | Thong bao tien do xu ly tren kenh chinh |
| Rut kinh nghiem | Hop noi bo, xac dinh nguyen nhan goc, phong tranh tai phat |
| Theo doi hau khung hoang | Giam sat cam xuc 2 tuan sau, do tac dong den brand health |

#### Buoc 4 — Phuc hoi (2–4 tuan)

| Hang muc | Can lam |
|----------|--------|
| Noi dung phuc hoi | Day manh social proof, testimonial tich cuc, case study |
| PR tich cuc | Bai viet ve cai thien, cam ket chat luong |
| Engagement | Tang tuong tac voi community, tra loi comment nhanh hon |
| Do hieu qua | So san