Public Relations

Social Listening and Sentiment Analysis

Social listening reveals what people really think about organisations, issues and competitors. This course covers listening strategies, tools, building search queries, sentiment analysis and its limits, identifying influencers and trends, turning insights into action and reporting to management.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Organisations that listen spot issues and opportunities early. You will learn to turn online conversation into insight.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Query building exercises, tool demonstrations, sentiment coding practice and insight reports.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Develop a social listening strategy
Select and use listening tools
Build effective search queries
Analyse sentiment and its limitations
Identify influencers, topics and trends
Turn insights into recommendations

Target audience

Who should attend.

This course is suitable for:

Social media managers
PR and communication analysts
Marketing professionals
Customer experience staff
Research analysts

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Listening strategy
Query building
Sentiment analysis
Trend detection
Insight reporting

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Listening Foundations

09:00–10:08Monitoring versus listening
10:08–11:00Use cases
11:00–11:30Coffee break
11:30–11:45Use cases (continued)
11:45–12:53Case studies
12:53–14:00Exercise

Day 2Tools and Queries

09:00–10:08Tool landscape
10:08–11:00Boolean queries
11:00–11:30Coffee break
11:30–11:45Boolean queries (continued)
11:45–12:53Noise reduction
12:53–14:00Hands-on

Day 3Sentiment

09:00–10:08Sentiment methods
10:08–11:00Accuracy limits
11:00–11:30Coffee break
11:30–11:45Accuracy limits (continued)
11:45–12:53Manual coding
12:53–14:00Exercise

Day 4Influencers and Trends

09:00–10:08Influencer identification
10:08–11:00Topic analysis
11:00–11:30Coffee break
11:30–11:45Topic analysis (continued)
11:45–12:53Trends
12:53–14:00Workshop

Day 5Insights

09:00–10:08From data to insight
10:08–11:00Reporting
11:00–11:30Coffee break
11:30–11:45Reporting (continued)
11:45–12:53Action
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

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