Photo by Anastasiya Badun

As scary as it might sound, it is likely that there are numerous people talking about your brand each day. Whether it be good, bad, or sharing an experience, conversations are still happening across platforms. Naturally, it makes you want to know what they are talking about, right? Well, what if I told you there’s a way to find out what people think about your products, brand, or industry?

 It is quite simple, actually– it is called social listening. 

 

What is Social Listening

So, what is this magical tool? Social listening is the process of monitoring digital conversations about your brand or industry and then taking it a step further by identifying insights and opportunities. 

Simply put, it’s not just about what is being said about your brand; it prompts you to ask, “What can I do about it?”

 

What About Social Monitoring?

Although many may confuse the two, social monitoring and social listening are not the same thing. Social monitoring could be considered more of a tracking tool. It focuses on recording specific numbers that could be related to your brand, such as mentions or tags. 

While social monitoring allows you to track metrics, social listening dives deeper than that. 

 

Why Social Listening is a Secret Weapon

Starting off on social media can be scary, intimidating even. Where do you start? How do you know if you’re doing it correctly? Many businesses start by posting here and there and then get stuck thinking, “Now what?” 

This is where social listening comes into play. Instead of blindly creating content, social listening can transform your approach by: 

• Understanding what resonates with your audience
• Finding opportunities to create relationships with your customers
• Keeping up with industry trends
• Staying  ahead of your competitors

 

How to Implement Social Listening

• Set Clear Goals: Before beginning, determine exactly what you want to get out of the social listening. Setting clear goals will facilitate the process because you will already know what you are looking for. 

• Choose the Right Tools: There are numerous tools out there that are specifically created to help with social listening. Choose one that fits best with your goals and seems like the best fit for your team. 

• Monitor Consistently: Social listening is not just a one-time thing. Make social listening a part of your daily or weekly routine. This will allow you to stay updated with all the new trends and conversations. 

 

Bonus:  Best Practices: 

• Proactive Monitoring: Track relevant keywords and hashtags. This approach ensures you get insights specific to you. 

• Engage With Insights: Use insights to adjust content, products, and customer service. Don’t just collect data– use it!

• Competitive Analysis: Listen to competitors’ mentions and trends to identify gaps and opportunities. Learn from their mistakes to strengthen your brand!

 

Final Thoughts

Social listening is a very powerful secret weapon for social media marketers. It allows you to take a break from the constant cycle of creating to observe and analyze. At the end of the day, all your customers will have an opinion, so why not take advantage of their voices to guide your brand in the right direction? Are you ready to level up your social media strategy? Start by implementing social listening today and see the difference it makes.

 

Author Bio:

Liliana Marquez is a current student at the University of Nebraska at Kearney. She is pursuing a Bachelor of Science in Business Administration with a minor in Digital Marketing. She was a 2025 intern with the National Institute for Social Media, where she had the incredible opportunity to enhance her marketing/social media skills throughout the summer.

Connect with Lili on LinkedIn!