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.

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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?

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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

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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"

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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

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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 sanh sentiment truoc — trong — sau khung hoang

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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)

Buoc	Nguon	Cach lam	Thoi gian
1	Facebook Groups nganh	Tim kiem tu khoa nganh, loc 7 ngay, doc bai co nhieu tuong tac	10 phut
2	TikTok Discover	Search hashtag nganh, loc video 7 ngay, xem video >10K views	10 phut
3	Google News VN	Search "[nganh] + tin tuc", loc 7 ngay	5 phut
4	Zalo Communities	Doc bai noi bat trong nhom nganh	5 phut
5	Forum (Voz, Reddit VN)	Search tu khoa, doc thread moi co nhieu comment	5 phut
6	KOL/Influencer feed	Xem 5–10 KOL nganh dang lam gi tuan nay	5 phut

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.

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Phat hien xu huong (Trend Identification)

Loai xu huong can theo doi

Loai	Mo ta	Hanh dong
Rising topic	Chu de moi tang dan thao luan trong nganh	Tao content som, chiem vi tri dau
Viral format	Dinh dang content dang lan truyen (sound, POV, trend)	Adapt nhanh cho brand, dang trong 24–48h
Mua vu	Xu huong theo mua: Tet, 8/3, back-to-school	Len ke hoach truoc 2–4 tuan
Doi thu	Chien dich moi, san pham moi, thay doi gia cua doi thu	Phan tich + phan hoi chien luoc
Cam xuc nganh	Thay doi cam xuc chung ve nganh (VD: mat niem tin, tang ky vong)	Dieu chinh tone of voice va thong diep

Cach phat hien

Phuong phap	Cong cu	Tan suat
Search hashtag trending	TikTok Discover, Facebook trending	Hang ngay
Doc comment nhieu tuong tac	Comment tren bai viet nganh, KOL	Hang ngay
Theo doi Google Trends	Google Trends — loc khu vuc Viet Nam	2 lan/tuan
Doc bao cao nganh	Bao cao tu AIM, Novaon, Q&Me	Hang thang
Theo doi KOL/Influencer nganh	Content cua 5–10 KOL nganh	3 lan/tuan

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Giam sat doi thu (Competitive Monitoring)

Template theo doi doi thu

Chi so	[Doi thu 1]	[Doi thu 2]	[Brand minh]
So follower (TikTok)	[X]	[X]	[X]
So follower (FB)	[X]	[X]	[X]
Tan suat dang bai/tuan	[X]	[X]	[X]
Loai content chinh	[Mo ta]	[Mo ta]	[Mo ta]
Engagement rate TB	[X%]	[X%]	[X%]
Tone of voice	[Mo ta]	[Mo ta]	[Mo ta]
USP truyen thong	[Mo ta]	[Mo ta]	[Mo ta]
Chien dich gan nhat	[Mo ta]	[Mo ta]	[Mo ta]

Giam sat gi o doi thu

Hang muc	Can theo doi	Tai sao
Content moi	Bai dang, video, story	Hoc format hieu qua, tranh trung lap
Ads Library	Quang cao dang chay (Meta Ads Library)	Hieu chien luoc, creative, offer
Landing page	Trang ban hang, form, pricing	Benchmark conversion approach
Review khach hang	Danh gia tren Google, Shopee, FB	Phat hien diem yeu de khai thac
Tuyen dung	Vi tri dang tuyen	Du bao huong phat trien
PR / Bao chi	Bai bao, phong van	Biet chien luoc truyen thong

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Chi so Brand Health

4 chi so chinh

Chi so	Cong thuc	Benchmark	Tan suat do
Share of Voice (SOV)	Mention brand / Tong mention nganh x 100%	>15% la manh	Hang thang
Net Sentiment	(Mention tich cuc - Mention tieu cuc) / Tong mention x 100%	>60% la tot	Hang tuan
Response Rate	So mention duoc phan hoi / Tong mention can phan hoi x 100%	>80% la tot	Hang tuan
Response Time	Thoi gian trung binh tu mention den phan hoi	<2h la tot, <30 phut la xuat sac	Hang tuan

Benchmark chi tiet

Chi so	Kem	Trung binh	Tot	Xuat sac
SOV	<5%	5–15%	15–25%	>25%
Net Sentiment	<40%	40–60%	60–80%	>80%
Response Rate	<50%	50–70%	70–90%	>90%
Response Time	>24h	4–24h	1–4h	<1h

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Cong cu giam sat

Mien phi

Cong cu	Kenh	Cach dung
Google Alerts	Web, bao chi, blog	Tao alert cho ten brand + doi thu, nhan email hang ngay
Meta Business Suite	Facebook, Instagram	Xem comment, mention, message — co san
TikTok Studio	TikTok	Comment management, analytics
Google Trends	Tim kiem Google	So sanh tu khoa brand vs doi thu theo thoi gian
Meta Ads Library	Facebook, Instagram	Xem quang cao doi thu dang chay
Social Searcher	Web, social	Tim kiem mention mien phi (gioi han)

Tra phi (khi can scale)

Cong cu	Gia	Diem manh
Brand24	Tu $79/thang	Giam sat da kenh, sentiment analysis tu dong
YouNet Media (BuzzMetrics)	Lien he	Chuyen cho thi truong Viet Nam
Sprout Social	Tu $199/thang	Quan ly + listening + report

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

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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] |

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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] |

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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

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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