Five Benefits of Social Listening for Bloggers

One of the strongest tools for blog writing is social listening. Social listening refers to tracking what companies, news media, influencers, bloggers, and others are saying about your blog’s topic or focus, your blog, and even you. Though generally used by corporations for brand management, social listening adapts easily to other content and website goals. Social listening offers many benefits for bloggers. Here are five to consider:

1. Keeping Current

A regular social listening habit keeps you updated on what’s happening in your content area, such as key events, hot topics, big debates, and deep changes. Keeping current helps you maintain fresh blog content and fresh perspectives even on old ideas. It also offers you an edge in that you avoid including outdated materials and ideas in your posts.

We live in an exciting time for documentary, with so many new technologies, releases, festivals, fundraisers, distributors, makers, and many others. I use social listening to learn about the new titles coming out, their critical reactions, the emerging debates, and the new technologies. Virtual reality has been a particularly enthusiastic and divisive subject, for example. I also hope to discover projects outside mainstream documentary cinema and the festival circuit.

2. Seeing Trends

Within all the information out there, patterns do emerge. Learning to spot what’s new, what’s just starting, and what’s fading will set your content apart. Seeing those patterns — and writing about them — gives you an edge over other bloggers who cover the information but not the bigger, changing picture.

Part of seeing trends is also learning to identify when an idea is really not a trend at all. One example that regularly comes up in documentary promotion is when a production claims to be the “first” at something — topic, approach, interview source, or something similar. While an unoriginal marketing point to begin with, a closer look often reveals others who have tried that very same thing.

3. Developing Expertise

Expertise is a process, not a product, and developing expertise is ongoing, not a destination. Social listening allows you to deepen your knowledge in your topic — whether you are just starting or have been engaging it for a long time. That continuing process helps in keeping new topics flowing and in developing new content directions, while at the same time allowing you to revisit ideas with new perspectives from time to time.

I have been studying and following documentary for more than 20 years, and I still learn something new or different every day about the field and its changes. For example, many new documentary organizations have started and flourished during these last 15 years. Looking at the Washington, D.C, area, Docs in Progress started in 2004 and became a not-for-profit in 2008, while Meridian Hill Pictures started in a basement in 2010. And I wouldn’t be able to finish this post if I started mentioning all of the new documentary festivals out there.

4. Identifying Connections

Blog writing can be a soapbox, or it can be part of a conversation. I approach blogging as a conversation, and a key part of that approach is identifying and developing connections. These connections might be other bloggers, experts, influencers, or organizations.

Learning about these connections gives you directions for people to follow on social media. You might learn about a new blog that you need to add to your social listening lineup. While these connections provide sources of knowledge, they also provide potential blog topics, such as with interviews, or even become potential blog contributors.

5. Honing Content

The best blogs have content unavailable elsewhere. Repeating the same listicle with the same angle adds a post, sure, but the post is largely forgettable. Honing content means finding holes in current discussions or gaps in the trends. It means addressing misconceptions or responding to changes.

A few years ago Kartemquin Films tweeted about losing its sales tax exemption because someone perceived their documentaries as “propaganda:”

A Tweet from Kartemquin Films
A Tweet from Kartemquin Films

The term “propaganda” has a long history within the documentary form. Today, unfortunately, the idea of “propaganda” has come to mean any documentary with a point of view someone disagrees with. Having taught persuasion and studied documentary, I saw an opportunity for a blog post commenting on the situation, which I wrote about here.

The five benefits of social listening listed here are far from the only ones, but regular social listening is still one of the strongest tools for building better blog content.

Merchandise Extends the Hoop Dreams Experience

With every new blockbuster arrives a bevy of branded media, merchandise, and cross-promotions. Soundtracks, television specials, DVDs, and novelizations expand your media collections. Elsa dolls, Batman key chains, and Shrek Twinkies extend your movie experience while they shrink your wallet.

Sometimes, you have to wonder if Hollywood will ever let it go.

Documentaries for the most part fail to fit neatly into these branding machines, but a few exceptions exist. Warner Bros. released a March of the Penguins bonus set with postcards and plush penguin toy. Morgan Spurlock perhaps demonstrates this disconnect most clearly in POM Wonderful Presents: The Greatest Movie Ever Sold, wherein he attempts to solicit funding for the documentary through paid sponsorships. In addition to POM Wonderful, other products and brands include Mane ‘n Tail, Old Navy, Seventh Generation, and Sheetz, a gas station chain familiar to those living in Pennsylvania and nearby states.

While these two titles lean on the lighter side, most documentaries address more serious issues that make further branding ridiculous. A Born into Brothels T-shirt or The Thin Blue Line backpack are inappropriate. (An Errol Morris bobblehead, however, might be a hot commodity.)

Some documentaries offer movie promotion items such as posters, cards, and autographed stills, but rarely more than that.

Hoop Dreams is a tasteful exception. In exploring the film’s history in the Kartemquin archives, I discovered documents that mentioned Hoop Dreams-branded merchandise. T-shirts with the Hoop Dreams brand sold in J.C. Penney’s stores in the mid-1990s, for example. Turner Publishing released a tie-in book by Ben Joravsky, for another example.

Where does one look for these now-vintage items? Why, eBay, of course. Much to my surprise, I found both official merchandise and memorabilia related to the film, its distribution, and its stars, William Gates and Arthur Agee.

Turner Publishing’s book proved the easiest find:

The front of the hardcover edition of Hoop Dreams, by Ben Joravsky.

This branded pencil connects with the distribution through Fine Line and Turner, but it makes no mention of Kartemquin:

Hoop Dreams pencil
A Hoop Dreams pencil with the New Line Home Video and Turner Publishing logos.

Two of the branded T-shirts showed up in the search results. This green one features a player with a basketball head holding an old-school cell phone. The writing reads,

Hoop Dreams official T-shirt
An official Hoop Dreams T-shirt. Check out that original flip phone!

Defense
You can’t do it
Shut me
down?
I toy with your
Existence
Fake left
Fake right
Take you (any which way)
You need
Help
Fool
Time to dial

A small patch reading, “Hoop Dream 911,” appears on the sleeve.

The black T-shirt is more understated with just the Hoop Dreams logo on the front and back.

Hoop Dreams official T-shirt
Another official Hoop Dreams T-shirt, this one with more understated logos.

Both T-shirts bear tiny writing that claims copyright for “Kartemquin Educational Films, Inc.” I wonder if any other documentary production houses can make the same kind of claim.

Memorabilia also appear on eBay. Memorabilia differ from the branded merchandise in that they may not be official, but they still connect with the film in some way. Trading cards for Gates and Agee are the most popular find. But then I came across this T-shirt:

Hoop Dreams commemorative T-shirt
A Hoop Dreams T-shirt commemorating the television broadcast in November 1995. The shirt is signed by both Gates and Agee.

The T-shirt commemorates the Hoop Dreams PBS broadcast on November 15, 1995. On the front a screenprint shows Gates holding a basketball, with below the logos for Chrysler, Kartemquin, PBS, and KTCA, the Twin Cities PBS-affiliate and producing partner. On the back appears a screenprint of Agee, ball in hand, in mid layup.

Two additions make this T-shirt special: signatures from Gates and Agee. Gates wrote, “Hoop Dreams,” while Agree wrote, “#4,” “Hoop Dreams,” and “’95.” I asked the eBay seller if they knew more about the shirt, and the seller said the person who originally had the shirt worked in sports promotions and probably did an event with the film’s broadcast and the two stars.

While Kartemquin and Fine Line no longer offer Hoop Dreams merchandise, Arthur Agee still uses the film’s name for his own company, Classic HD Basketball Clothing Co. The company features autographed Hoop Dreams posters, DVDs, and books, as well as T-shirts and basketball shorts. Part of the proceeds go toward renovating and equipping a basketball court in Chicago so that others can shoot for their own hoop dreams.