The analysis of the social listening of Bumble
The Social listening “is the process of monitoring digital conversations with both direct and indirect mentions to understand what people are saying about a brand and industry online” (Digimind company). Thanks to Digimind tools, we can know what is being said about the Bumble company on social media.
In the last two years, the main mentions are in the USA, India, Europe, and Brazil, of 53% of men and 47% of women. The social listening of Bumble is quite positive, Bumble appears on social media with many corporate news, in a positive way. Most of the time Bumble is assimilated to a positive initiative taken by the company. It comes first, with the stock introduction of the company which has been successful, but also the introduction of W. Wolfe the founder of Bumble. During the Covid-19 pandemic, many mentions were about the tips and the initiative of the company to help users to meet people during lockdown. Recently, in the USA, the women users of Bumble have helped the FBI to arrest one of the Capitol riots suspects last July. The emotions used to describe Bumble are positive and the emojis more used are the “bee” and “yellow heart” mainly related to the brand identity. That is almost the same demographic information for the mention of “Bumble BFF” and “Bumble Bizz”, but the topics are about what are these two other modes.
However, a trend has emerged from social media, is to tell stories about funny, cringy, weird dates or conversations on dating apps. It became bigger during Covid-19 pandemic and continues to democratize until today. This new trend of sharing stories about the date meeting, follows the social media’s origin of telling all you want on it.
It is helpful because Bumble can use it to create good stories for advertising, learn from their user's experience and develop brand visibility. The other good point is that it means people talk about the app and it develops brand awareness. But the difficulty is that Bumble cannot decide what users are going to post, so keep a look on this trend is necessary, it needs to be aware of what type of stories are tell on social media, it will allow to the app to be proactive and takes action in case of bad user’s experience such as responding to the user and taking dispositions. The objective is to keep a good, qualitative, and safe image of the application, but also keep a consistency in company’s values and users’ experience.
Globally, Bumble has a positive image on social media and what is said about the company keeps consistency with its values. It means Bumble manages its image well. However, the trend might be reversed if users began to tell negative stories about their experiences with people on the app. That is something brands cannot handle, that is why Bumble needs to monitor what users will tell and absolutely react in case of negative stories.
Fiona Vandevelde
505 words.
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