Social Listening: How to listen to your customers even when they are not talking to you

Updated: Mar 25, 2020

We will say it one more time. If you own a business and you are not on social media, you are wrong. Wrong, I tell you. Because whether you are on there or not, your customer base is, and they are probably talking about you or your industry, and you are missing all of that information.

Companies are encouraged, rightfully, to monitor what their followers say about them on social media. They are encouraged to monitor the number of likes and mentions and to respond.

For businesses, there is a ton of talk about engagement and its importance. Responding to followers’ comments and questions on social media is just good business. Like we have written before (Social Media as Customer Service), a businessperson would never ignore phone calls or face to face questions or concerns, so why do it on social media?

But there is a more complex level of engagement; that is social listening. Social listening is the monitoring of social media channels for mentions and keywords. Companies do this to see what is being said about them, their brand and products and their competitors. It is data collection meant to help companies make decisions.

Social listening is another re