The COVID-19 pandemic has led to an unprecedented increase in the use of social listening techniques for humanitarian relief, health response, risk communication and community engagement (RCCE), and “infodemic”1 management. I am. Social listening for humanitarian and health purposes is not new, but the pandemic has dramatically disrupted its implementation due to the challenges associated with in-person community engagement when emergency public health and social measures (PHSM) are in effect. increased to. This increased attention has led to a variety of social listening products being produced by humanitarian and health organizations and disseminated in a variety of risk communication and community engagement (RCCE) fora at national, regional and global levels. However, there are gaps in the evidence regarding the actual impact of its use. This study presents an initial review of the potential impacts and barriers to the effective use of social listening data.
This study distinguishes between social listening and community feedback mechanisms, as the use and impact of the former has already been widely studied. This study looks at the barriers, challenges, and potential impacts of social listening activities both online and offline.
Traditionally, social listening is a tool used by the private sector to monitor brand popularity and inform marketing strategies. This practice focuses on tracking and analyzing real-time social media data to provide insight into public perception and sentiment about your products. To meet this need, multiple software and applications built on AI social media analytics are providing social listening services, primarily for the private sector. This is important because humanitarian organizations often rely heavily on these same tools that were not designed with humanitarian purposes in mind. Although this type of software has many advantages, the humanitarian sector has specific needs that, if ignored, pose significant barriers to the effective implementation of social listening research findings and their expected outcomes. There is a possibility that it will be. This study explores these limitations within a discussion of barriers.
The study is based on an analysis of seven key informant interviews (KIIs) with organizations conducting social listening activities as part of the humanitarian and health response to COVID-19. ing. Interviews included key informants from UNICEF, African Infodemic Response Alliance (AIRA), IFRC, Nigeria Center for Disease Control, Internews, and Ground Truth Solutions.
At each of these organizations, we interviewed informants directly involved in social listening efforts. Job titles of those interviewed included social and behavioral change specialist, COVID-19 regional response manager, project manager and coordinator, communications officer, RCCE country support officer, and “infodemic” manager. I was there.
Much of the discussion focused on the response to the new coronavirus since March 2020. But our questions, and discussions with our interviewees, were not just limited to COVID-19. Many of the tools and techniques that have been enhanced and leveraged during the pandemic are now being deployed for other uses and crises. Often these are health emergencies, but social listening is increasingly being used (or will be used) in other areas of humanitarian intervention as well.
The findings of this survey are not intended to be representative or exhaustive of all social listening efforts in the humanitarian and health sector, nor are they presented as an assessment of the work being carried out by the organizations interviewed. there is no. This research does not follow a systematic review of the organization’s own monitoring, but rather is based on anecdotal reflection by key decision makers within each project to observe and capture key lessons learned. I was there. This study is intended to serve as a first step to brainstorming in the community about opportunities and barriers that may be encountered in social listening projects, with potential recommendations and observations. Although this study provides a comprehensive list of barriers, it is important to note that social listening efforts vary in methodology and scope, and the barriers and recommendations may not necessarily apply to all projects. is.