What is social listening?

Social listening, also referred to as social media listening, is the practice of monitoring social media platforms, forums, blogs, and other online communities to identify and assess what is being said about a company, product, or industry. 

It goes beyond simply tracking mentions by analyzing overall sentiment and trends in conversations to gain valuable insights into customer behavior, preferences, and feedback.

For example, if a company launches a new product, it might use social listening tools to observe how people are reacting to it on platforms like X (formerly Twitter), Instagram, and Facebook. By examining these discussions, the company can identify potential issues, gather feedback, and detect new trends that could help improve its marketing strategies or product offerings.

Social listening is essential for customer service, market research, and reputation management because it enables businesses to understand what their audience thinks in real-time. By staying attuned to online conversations, companies can adjust their strategies to better meet customer needs and expectations.

How is social listening different from social media monitoring?

Social media monitoring tracks specific mentions, keywords, and direct interactions in real time. It focuses on numbers, like engagement metrics, to enable quick responses. Social media listening, on the other hand, goes deeper. It looks at the sentiment, context, and broader trends in these mentions.