An effective user experience strategy is the intersect between a company’s capabilities and users’ needs
In this whitepaper, we explore how social listening plays a role in constructing UX strategies.
Using the case study of Fitbit, find out how the design thinking process can be improved by leveraging on insights drawn from social media.
Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
The Philippines has the world's highest rate of influencer followership. According to DataReportal's Digital 2025 report, 44.9 percent of Filipino internet users follow influencers — the highest rate globally. Combined with 8.36 platforms used per month and nearly five hours of daily social media time (Meltwater, 2026), the Philippines represents an influencer marketing ecosystem of unmatched intensity. But measuring the return on influencer investment remains a persistent challenge. Reach and engagement metrics tell you how many people saw the content. They do not tell you whether it changed purchase behaviour, shifted brand perception, or drove meaningful business outcomes.
The conventional influencer measurement stack — reach, impressions, engagement rate, cost per engagement — was designed for markets where influencer content operates within a single platform ecosystem. The Philippines does not work that way.
A Filipino influencer’s TikTok video about a skincare product generates views and likes on TikTok. But the real impact unfolds across platforms: viewers share the video to Facebook Messenger — used by over 90 percent of Filipino internet users (Meltwater, 2026) — in groups discussing beauty products. They discuss it in Viber communities. They search for the product on Shopee and Lazada. They share purchase experiences through WhatsApp and text messaging.
The influencer’s content acts as a catalyst for cross-platform conversation that standard metrics cannot track. An influencer with moderate TikTok engagement may drive significant Messenger sharing and e-commerce conversion that never appears in their platform analytics.
48.3 percent of Filipino internet users watch vlogs weekly — the highest rate in the region. This creates a long-tail content dynamic where influencer videos continue driving purchase decisions weeks after posting, through saves, shares, and algorithmic resurfacing. Standard campaign measurement that stops counting at the campaign end date misses this extended impact.
Social listening tools offer a fundamentally different approach to influencer measurement. Rather than measuring what the influencer’s content achieved on a single platform, social listening measures the total conversation impact across all platforms.
The methodology involves three measurement layers.
Isentia's sister company Pulsar applies influencer ROI measurement through its audience intelligence and social listening capabilities. Pulsar TRAC identifies the audiences engaging with any tracked conversation — their demographics, interests, other brands they discuss, and platform behaviour patterns. When applied to influencer campaigns, this audience-level analysis reveals whether the campaign reached the intended target or missed the mark.
Pulsar’s Narratives AI tracks how influencer-originated messages flow through public conversation, showing whether key messages are adopted, modified, or rejected by the broader audience. For brands investing significant budgets in Filipino influencer partnerships, this narrative tracking provides evidence of actual influence rather than assumed impact.
Isentia’s cross-channel monitoring covers the platforms where Filipino consumers discuss products — not just Instagram and TikTok, but also Forums (32.4 percent monthly active according to GWI), Facebook groups, and online forums. The Manila-based analyst team verifies sentiment accuracy in Filipino English and Taglish (Tagalog-English code-switching).
For Philippine market teams, the recommended framework ties influencer measurement to business objectives rather than vanity metrics.
Define pre-campaign baselines for brand mention volume, sentiment, share of voice, and narrative positioning across all monitored platforms. Run the influencer campaign. Measure post-campaign changes against baselines. Attribute the delta to influencer activity after controlling for other marketing variables.
The measurement period should extend at least 2-4 weeks beyond the campaign end to capture the long-tail effect of content sharing and algorithmic resurfacing that characterises Filipino social media consumption.
Q1. Why is the Philippines the most important market for influencer measurement?
According to DataReportal, 44.9 percent of Filipinos follow influencers — the highest rate globally. Combined with 8.36 platforms per month and nearly five hours of daily social media use, the Philippines represents unmatched influencer engagement intensity.
Q2. How does social listening improve influencer ROI measurement?
Social listening captures cross-platform conversation impact that single-platform metrics miss. It measures conversation lift, sentiment shift, and narrative adoption — outcomes that reflect actual influence rather than content exposure.
Q3. What platforms should be included in Filipino influencer measurement?
TikTok, Instagram, Facebook, Messenger groups, YouTube, and e-commerce platforms (Shopee, Lazada). Messenger, used by over 90 percent of Filipino internet users, is a critical dark social channel for content sharing.
•Get to Know Pulsar — Isentia's sister company Pulsar is an audience intelligence and social listening platform.
•Isentia Social Listening for Philippines — Cross-platform Filipino coverage.
•Isentia Media Monitoring Solutions — Multi-channel monitoring.
• DataReportal Digital 2025 Philippines — Influencer engagement data.
• About Isentia — Manila analyst team.
•Book a Demo with Isentia — Discuss influencer measurement.
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There’s something appealing about one score having so much meaning behind it.
A Net Promoter Score (NPS) program is the leading indicator of growth for a business and can be based on a single question: How likely are you to recommend our company/product/service to a friend or colleague?
In this post we are taking a step further by exploring how a combined NPS and media data analysis can give your business a holistic view of the overall sentiment towards your organisation.
Aside from its ease to implement, its appeal is two fold - it’s attractive for the user to answer one question and it's easy for the business to calculate and measure the results.
As Frederick F. Reichheld wrote in his Harvard Business Review, titled ‘The one number you need to grow’ having a useful metric to measure customer loyalty is a good indicator of business growth. The path to sustainable, profitable growth begins with creating more promoters and fewer detractors and making your net-promoter number transparent throughout your business. Obtaining feedback is key to success for a customer centric business.
Interestingly, statistics show every hour spent calling detractors generates more than $1000 in revenue. Businesses have leveraged NPS in boosting sales: with sales increasing by 20% when converting a detractor to a passive, and by 26% when converting a passive to a promoter.
Understanding the Net Promoter Score
An NPS score is calculated by subtracting the percentage of detractors from the percentage of promoters. This score can then be compared to that of similar businesses as a reliable benchmark.
“Promoter” customers are enthusiastic and loyal, who will continue to buy from the business and ‘promote’ your business to others. With your promoters, tailor your marketing efforts and send them specialised promotions to continue their loyalty.
“Passive” customers are happy but can easily be tempted to leave by an attractive competitor deal. Passive customers have the ability to become promoters if your products, service their customer experience are improved.
“Detractor” customers are unhappy with your product, service or customer experience, they will either cancel their dealings with you or reduce the amount they purchase from you. With the information and feedback provided by this group of people, not only use it to try to win them back as a customer, but also use it to identify and empower your biggest promoters.
5 benefits of NPS
NPS is a good measure of customer satisfaction for reasons such as simplicity, executive understanding or availability of external benchmarks.
2. Known as a good indicator of business growth
Each response on an NPS survey indicates either loyalty and expansion in the future or the risk of churn. A customer who responds with a 4 is at a much higher risk of cancelling than a customer who responds with an 8. If a risk percentage is assigned to each number, the impact on future growth and churn can be predicted.
3. Relevance
NPS is a measure of your whole business as its a KPI that is relevant to everyone, not just a particular team or department.
A strong NPS reflects that your business is performing well - from account management to your products, marketing and customer experience. Alternatively, a low score could indicate there are a few minor issues that need addressing and by introducing one or two additional questions to the survey can be valuable to capture this information.
4. Easy to benchmark against competitors
As it is a universally recognised survey, it is easy to benchmark against your competitors and track your business progress against your industry.
5. Measure loyalty
Surveying your customers at least twice a year will allow you to get their latest sentiment toward your business and enable you to identify trends and track business performance over time. You can also track how different local and global teams are tracking against each other. Asking your customers to rate their experiences offers a deeper view of customer sentiment and enables quick learning and action.
Combining forces
NPS enables your business to get invaluable voluntary feedback on all aspects of your business from a sample of your customers multiple times a year, in real time. Combining NPS with media data can provide for a powerful outcome. It provides the ability to action insights faster with the visual aid of dashboards, word clouds, top voices in the media and automated sentiment - indicating if media mentions about your business are positive, neutral or negative.
By seeking information from multiple sources, you can listen, learn and find tools that separate real insights from background noise, sense check benchmarks and get a firm grasp of your competitors, influencers and the current landscape. All these elements help provide endless possibilities for your business.
Combining media data and NPS also enables you to observe patterns and correlations that might exist between what is being said about your business throughout the media and the likelihood that your customers will promote your business to others. By recognising trends and correlations between broad social sentiment can help inform your social media, marketing and PR strategies.
Want to learn more about gaining insight into your business and competitors, get in touch with us today.
There’s something appealing about one score having so much meaning behind it.
A Net Promoter Score (NPS) program is the leading indicator of growth for a business and can be based on a single question: How likely are you to recommend our company/product/service to a friend or colleague?
There are many common misconceptions about media monitoring that need to be cleared up sooner rather than later to give your brand the best chance of positive PR. Rather than letting your company succumb to the myths and misinformation being spread around, here are three of the most prevalent misunderstandings and the fact behind the fiction:
There's more to media monitoring than the digital platforms.
While digital platforms are becoming more important to media monitoring, this is by no means the only area you need to be covering. Tweets, online newspapers and blogs are of course crucial, but so too are traditional media options, like local newspapers, talkback radio and other offline sources.
In fact, the best way to approach your media monitoring strategy is to accept that digital and traditional media are commonly connected, rather than separate features. For instance, social is often used as an extension to broadcast offerings, according to a study from Nielsen.
Here at Isentia, we understand that all platforms are important. No matter how small.
For many companies, getting the brand name or products mentioned on a national radio show or published in a country-wide newspaper can mean a big break. Alternatively, a negative story across these major platforms could result in a significant blow to your reputation and profitability.
It is clear, then, that keeping tabs on the big media players is crucial. However, while some media monitoring providers will focus on national newspapers, big brand radio shows and other major publications, these strategies could be missing an important element.
National publications can give you a clear picture of what millions of consumers are reading, thinking and discussing, but this is unlikely to give you much information on what the local people believe.
If your business operates in a rural or remote location, you need to be tracking the local publications.
If your business operates in a rural or remote location, you need to be tracking the local publications - no matter how small. Similarly, even newspapers circulating in smaller parts of big cities can provide a significant level of insight, if only you are aware of their readership and content.
While media monitoring is critical for business success, listening to the conversations about your brand and industry is far from the be-all and end-all to your strategies.
Once you have uncovered a relevant story or discussion, it's not enough to simply stand idly by and learn from the experience. Taking the next step involves getting an insightful and useable report, deciding on relevant and effective action and getting involved in the discussions.
Of course, this is all easier said than done, but with the right media monitoring tools, you can get started with your best foot forward. Click here to check out some of our services so that you can be on the right track!
" ["post_title"]=> string(43) "Common Misconceptions With Media Monitoring" ["post_excerpt"]=> string(163) "There are many common misconceptions about media monitoring that need to be cleared up sooner rather than later to give your brand the best chance of positive PR. " ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(43) "common-misconceptions-with-media-monitoring" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2019-09-24 09:26:54" ["post_modified_gmt"]=> string(19) "2019-09-24 09:26:54" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(43) "https://isentiastaging.wpengine.com/?p=1871" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }There are many common misconceptions about media monitoring that need to be cleared up sooner rather than later to give your brand the best chance of positive PR.
Trendspotting is no longer just an intuition but a science of solid facts
The world is facing a plethora of trends. Although some innovations drive trends, most trends precede innovation. With the emergence of data science, data scientists use scientific methods, algorithms, and machine learning principles to extract insights from raw data.
In this whitepaper, Isentia will dive into data-driven ways to spot trends through the art of social listening by using actual case studies.
" ["post_title"]=> string(42) "Trendspotting: The art of social listening" ["post_excerpt"]=> string(154) "Although some innovations drive trends, most trends precede innovation. What are some data-driven ways to spot trends through the art of social listening?" ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(41) "trendspotting-the-art-of-social-listening" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2023-07-07 03:07:25" ["post_modified_gmt"]=> string(19) "2023-07-07 03:07:25" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(35) "https://isentia.wpengine.com/?p=981" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }Get in touch or request a demo.