"[...] seven key informant interviews were conducted with humanitarian organizations that have been at the forefront of social listening projects throughout the COVID-19 pandemic. Although we anchored the research in the COVID-19 response, our findings suggest that the uses and impacts of social listening are applicable across all elements of humanitarian response besides COVID-19 and even beyond health. The paper is structured around three components: (1) the differences between what organizations are hoping for (expected results) and what they have observed so far (observed results) in relation to the impacts of social listening, (2) the major barriers affecting the utilization of findings derived from social listening, (3) a preliminary brainstorm around recommendations that could mitigate the effects ofthe barriers identified and contribute to a realization of the expected results.
Interviewees expressed expectations for long-term and structural benefits from the ongoing use of social listening findings. The most common expected results include contributions to improved infodemic management that is receptive to community concerns, stronger community engagement, more responsive programming and policy design, and more collaboration between humanitarian and health actors. Our findings suggest that, although some of these structural promises have not yet been realized, significant foundations have been laid. Organizations have observed that social listening findings are already contributing to improvements in RCCE, internal adaptations of program design, growth and acceptance of social listening throughout organizations, and a growing influence on public health policy. Despite these important results, there are still major challenges preventing the realization of social listening as a transformational tool for humanitarian response.
Thirteen major barriers were identified, which exist at every stage of the traditional social listening project workflow. For data collection and analysis, the study found that the qualitative nature of the data, the predominance of a social media-only listening approach without an offline component, a reliance on traditional engagement statistics, limited qualified human resources, and issues around collaboration all hamper the effective use of social listening findings." (Conclusion)