You are currently viewing What is Social Media Listening (Definitive Guide 2022)

What is Social Media Listening (Definitive Guide 2022)

If you don’t have a social listening plan in place, you’re losing upon some of the most useful data available to help you grow your business. In fact, approximately 2 out 3 marketers feel that the value of social listening has risen in the past year. Hence we will discuss what are social media listening tools and how important they are for your business.

What are social media listening tools?

By evaluating what consumers and potential customers say on social media platforms, social media listening technologies enable you to have a thorough picture of how they feel about you. You may also find out what they say about the competition by asking them. This is fantastic market research that is available in real-time—if you know how to get it.

How is social media listening defined?

Tracking mentions and conversations about your business on social media sites, then evaluating them for insights to find opportunities to act, is known as social listening.

It’s a two-part process:

Step 1: Keep a keen eye on social media for your brand mentions, rivals, goods, and brand-related keywords.

Step 2: Examine the information and methods then put what you’ve learnt into practice. It might be as simple as reacting to a gratified consumer or as difficult as needing to change your entire marketing strategy.

How does social listening differ from social monitoring?

Social listening may appear to be similar with social media monitoring at first look, but the two ideas are significantly different.

Data collection is the heart of social media monitoring. It enables you to look back on previous events using metrics such as:

➤ Mentions of the brand
➤ Hashtags that are relevant
➤ Competitor remark
➤ Trends in the Industry

Social media brand monitoring is useful for tracking ROI and A/B testing campaigns, among other things. It’s also useful information for demonstrating the importance of social media marketing when it’s time to determine the annual budget.

However, statistics alone do not reveal the complete situation. It’s fantastic if a post receives a lot of good feedback. However, if a post receives a lot of negative feedback and furious replies, it’s not so good.

Beyond the numbers, social listening on the other hand considers the sentiment underlying the data. This “virtual mood” is often referred to as “social media sentiment.”

Because it helps you learn how customers feel about you and your rivals, sentiment analysis is an important aspect of social social media listening. Rather than monitoring the number of times your company is referenced on social media, you examine what you have learned from social dialogues to improve your bottom line.

Being aware of social attitude alterations also helps you to react quickly to unanticipated developments.

In essence, social monitoring is a documentation of what has already occurred. The ability to gaze forward and backward is a distinguishing aspect of social listening. It’s all about understanding the data you get and applying it to your strategy and day-to-day It’s all about understanding the data you get and applying it to approach and daily actions. 

How does social listening strategy help you and your business?

You’re constructing your company plan with blinders on if you’re not listening to social media. On the internet, real people actively discuss your brand and industry. It’s in your best interests to find out what they’re saying.

Simply said, if you value your consumers, the insights you may gain through social listening are important to you. Here are a few ways that social listening might help your company.

1. Recognize and interact with your target market.

Listening to your audience on social media might help you better grasp what they want from your company.

An loyal customer, for example, could tweet of how much they enjoy your product. Alternatively, you could come across a discussion in which individuals are seeking for answers that your service or product can supply.

2. Insights about the industry and competitors

Social listening is much more than just listening to what others have to say about you. You’ll also want to find out what they have to say about your competition and the industry as a whole. This provides crucial information about your location in the industry.

In real time, social listening reveals you what your rivals are up to. Are there any new items on the way? Are they working on new marketing campaigns?

You can plan and quickly respond by discovering new possibilities and risks as they arise.

3. Product knowledge

Monitoring industry interactions also reveals a ton of knowledge about what’s working—and what isn’t—for current and future consumers.

For your customer support, design and development, and brand managers, this data is a gold mine.

Can you improve your current products or add features to address issues that are being discussed? Perhaps what you discover will inspire a new product concept.

You’ll also discover about customer complaints regarding your present products—as well as those of your rivals. Can you make any changes to solve the issues? If you ever do, ensure to use a focused marketing strategy to let them know.

4. Prevent problems before they arise.

You can track sentiments instantaneously with social listening, so you’ll know immediately if there’s been a major shift in how often people talk about your product or business as well as the tone behind it.

It works as an early warning system, alerting you to good and negative shifts in how your brand is regarded online.

Look for the reasons why you’re receiving more engagement than normal. Your audience provides comprehensive information as to what they enjoy and don’t like. Those lessons can aid in the development of your multi-channel approach.

Social listening also aids in the early detection of public relations disasters. If there is a drop in sentiment, look at the social comments to see what’s causing it. While you’re at it, seek for lessons that might help you avoid making the same mistake again.

If sentiment is low, make it a point to figure out what’s causing it and make changes as soon as possible, such as removing a controversial post or responding to an inappropriate Tweet.

5. Filling your funnel with more potential customers

People appreciate it when you assist them in solving their issues. Strangers on the internet, on the other hand, despise it when businesses push themselves into their social chats with a hard pitch.

Social listening allows you to find out what others are saying about your market on social media. All of these are possible opportunities to showcase your business or offer your knowledge. They should not, however, be viewed as opportunities to leap in and attempt to sell straight away.

Instead, see the social listening engagement as a way to grow relationships with prospective clients in your market that you can grow into social selling relations.

Make contact, create a bond, and share useful information.  When they are ready to purchase , your market may remember your brand and add it to their list.

6. Spot potential partnership opportunities

Monitoring industry-related social media conversations will help you figure out who the key creators and opinion makers are in your field. This is a crucial group of individuals to connect with.

They will have a significant impact on how others see you.

Keep in mind that this is give and take.  It’s more likely that if you help people in your field, they’ll help you back. Rather of trying to force your way into an established group, form partnerships with individuals who already have a stake in the talks you want to be a part of.

Social listening will assist you in naturally becoming a part of relevant online groups in a manner that is seen as beneficial instead of salesy.

You’ll also come across people who already adore your product and are raving about it on social media. These are genuine brand ambassadors. Reach out to them and search for ways to connect in significant ways with your brand’s existing followers.

💡 Helpful Tips

1. Listen to the right words as well as topics

It’s all about selecting the most relevant terms for your brand when it comes to social listening.

The key phrases and subjects you track will almost certainly change over time. You may learn what sorts of terms people use when they speak about your company and industry by using social listening technologies. You’ll also begin to recognize which insights are most beneficial to you.

2. Be in the right place and listen

Learning where your audience holds their chats is a part of figuring out what they have to say about your brand. That implies your social media listening campaign should cast a wide net.

On LinkedIn, conversations about your business or sector are most likely be very different than those on Twitter, Instagram, or Facebook. You may also discover that people may talk more about you on Twitter but not so much on Facebook.

You must be aware of the places people talk about you as well as your business. You should also need to know how those conversations differ across social media platforms. This can help you plan your approach for entering the discussion, both organically and through paid promotion.

3. Narrow down your search

Once you’ve figured out which phrases and networks you need to keep an eye on, you may use more complex search strategies to narrow down your results.

You should control your social media monitoring activities by location, for example, based on your market. You should not be  bothered about talks worldwide if you only manage a small firm in Florida. 

4. Study your competition

You should never try to duplicate someone else’s strategy. However, paying careful attention to your competition and what others think and discuss about them online might teach you something.

Social listening can reveal what they’re doing good at as well what others admire about them. Most importantly, you can observe when they make a mistake or go wrong, as well as when they’re criticized in the media or on social networks.

It’s indeed less distressing to see and learn from others mistake than making and learning them yourself.

5. Share what you’ve learned with others

Social listening delivers a ton of insights that is helpful to your entire organization.

Perhaps a consumer has left a message that needs immediate response. Perhaps it’s a good blog article topic. Perhaps it’s a new item concept or a tweak for an existing one.

Your discovery through social listening might help your customer support, people in your product development and content marketing teams. Communicate and share what you’ve learned. Also, obtain input from those groups. They could also have particular inquiries that you may address by modifying your social listening skills setup.

6. Keep an eye out for any changes

As you start collecting social data, you’ll have a perspective of the current situation and mood surrounding your business.

Significant changes in the engagement or reaction may imply that your brand’s general impression has modified. This is important to understand so that you can alter your strategy properly. This might be a burst of optimism or the ability to recover from a blunder to get back on the wagon.


Keep in mind that if you don’t take action, you’re not listening but merely monitoring on social media.

It’s not only about measuring stats when it comes to social media listening. It’s all about learning what your present and future customers want from you and how you can meet their demands.

Rather of concentrating on individual statements, consider the whole picture. You should look at trends and patterns over time. These broad ideas have the most potential for influencing your future approach.