Social Listening



What is Social Listening?

Social listening is the process of monitoring, segmenting and analyzing conversations across social media in order to measure brand sentiment, the effectiveness of social campaigns, and to fuel content creation for target audiences.

Tuning into what consumers are saying tells you everything you could ever need to know about your audience – allowing you to say exactly the right thing when you speak.

3 Things you Need to Know

  • Social media listening is searching the web and the social space to see what’s being said about your company, your competitors and other topics of interest.
  • There are dozens of different ways to use social listening for your business.
  • Natural language processing (NLP) is key to obtaining accurate customer sentiment.


  • 75% of companies do not know where their most valuable customers are talking about them.
  • More than 60% of global consumers engage in social media platforms every day.
  • Users have an average of 5.54 social media accounts.

What is "Social Listening" for

The short answer is: Everything. Not just everything to do with your brand – but everything your audience cares about. This is a new way of approaching marketing, where psychographics – opinions, attitudes, and behaviors – trump demographics. Your audience expects everything to be about them now, so marketing based on superficial factors won’t cut it.

Are demographics useless then? No – but they’re not the end-all-be-all. Demographics give you a starting point – that audience you assume you have. But when you delve into psychographic attributes you’re often surprised to discover your audience is more expansive than you realized.

How to gain better results with Social Listening?

For best results, focus your efforts on identifying:

  • Segments of “feel-alike” users – those with shared interests they are passionate about, because emotion is what drives social sharing.
  • Which channels your audience is most active on – they might not be the ones you expect.
  • The content, topics, and trends your audience can’t help but interact with and share.
  • Who your Advocates and Influencers are that drive the most engagement.
  • Where is the most opportunity to connect with audiences psychographic attributes.

Social Listening Articles

Top 20 Social Listening Tools Are Transforming Marketing
Top 20 Social Listening Tools Are Transforming Marketing

During the pandemic, 50% of marketers turned to social listening to help them understand their consumers’ preferences - and it’s a practice that’s continuing to grow. Social listening tools are transforming marketing, and we have 20 tools that are leading the charge....

The 16 Best Social Listening Tools for 2022
The 16 Best Social Listening Tools for 2022

What does your audience care about? Social listening can reveal this and much more! Fluctuating opinions and emotions can be hard to decipher, and they’re so important for brands seeking to read the room. Good thing we’ve compiled a list of the 16 best social...

51 Top Social Media Tools for 2021
51 Top Social Media Tools for 2021

Our updated social media tools list captures shifting trends and technology advances to showcase corresponding social analytics and social media management tools that have become increasingly powerful. Social media tools are everywhere, and it can be overwhelming to...

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