NARRATIVE INTELLIGENCE VS. SOCIAL LISTENING: WHAT'S THE DIFFERENCE?

Summary from the TLDR Marketing newsletter

Social listening measures what people discuss online through metrics like mentions, reach, and sentiment. Narrative Intelligence adds context by revealing how topics are interpreted through different narratives. It identifies who is shaping conversations and which communities are driving or encountering them. The two approaches work together to help teams understand why conversations matter. For example, overall sentiment may appear neutral while a specific narrative contains concentrated negative sentiment.