A screenshot of a list of themes in a dropdown in Sprout's Social Listening solution.

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This is helpful if you’re asked for specific product feedback or event reactions. For example, let’s say you’re a coffee company and you’re using the Brand Health Listening template in Sprout. You notice a lot of your incoming messages focus on drink types, and you want to see how your audience talks about, say, your seasonal drinks vs. your mainstays.

You don’t have to create a whole new listening topic—you just cyprus b2b leads need to add Topic Themes to compare these message types. Go to your Listening Query, scroll down, select Add Themes (Optional) and build your theme much like you built your initial Listening query.

A screenshot of the feature you use to add Topic Themes in the Listening Query of Sprout's Social Listening solution.
This can also help you understand the conversation around a theme across your brand and competitors. Here’s how Themes might look for a University comparing notes in a Competitor Analysis template.

This list is a hypothetical collection of themes created for a higher education listening topic, and includes admissions, alumni, athletics, faculty, graduation and students as themes.
Finally, listening also enables you to find engagement spikes on competitor channels. With the Competitor Engagements graph, click into specific engagement spikes to see what drove the conversation. What did they post about? Is it a trend you should join in on? A new offering, product or announcement you should be aware of?

The Competitor Engagements graph in Sprout's social listening solution where engagement spikes for your brand and your competitors are compared on a graph.