This article shows how Sparks and Honey (An agency specialized in social media analysis) goes beyond the concept of social listening. The company's final goal is to help their customers to synchronize their brands with culture. To do so they use an innovative process that involves tracking every “hot” issue in the media -not only information related to the brand-, predictive analysis to estimate the potential impact of a trend and everyday meetings to share worker’s findings.
The Sparks and Honey paradigm provides their customer with immediate and relevant data allowing them to plan in accordance to nowadays’ trends. There are some examples of that concept at the very first paragraph of the article and in the last ones. The former is about plugging on a campaign and the latter is just a Facebook post that links the discovery of new planets (a hot topic at that time) with a customer’s product.
The differentiated social listening service offer by Sparks and Honey could be considered as the agency’s main competitive advantage. To achieve such differentiation Sparks and Honey just does its best to help businesses align themselves with the current environment by identifying hot patterns that might cause significant shifts in their business and consumers. So by using this methodology they allow companies to operate hand in hand with culture in real-time, to reach their customers easily, to connect better with them through the updated content of their ads, tweets and Facebook posts and to have a relevant impact on consumers.