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Social Listening: Who, what, where, why, and how

January 20, 2021

Social listening is one of the most important tools to understanding your audience. Learning their likes, dislikes, pain stakes and what’s trendy or valuable to them. In this article we outline the basics to help you get started.


Every brand or business should be adamantly finding new ways to amplify their audience’s experience. Whether you’re servicing existing customers, scoping out new leads, or nurturing customers through your conversion funnel, social listening should be a key component of your digital communication strategy.

Social listening is also important when monitoring your competition. Through social listening, you can identify your competition’s strengths, weaknesses, their customer’s queries, and concerns. Reflecting on these key insights will provide a massive advantage. And will help you create strategic plans to continuously outshine your rivals.


Social listening is a strategy where data is collected and monitored by tracking conversations around specific industries, brands, topics, phrases, and keywords. Then utilizing these insights to tap into new opportunities and create content that is on target with your audience.


Social listening is knowledge. It’s a strategy that allows you to gain valuable insights into your audience, industry, competitors, and content. When social listening is properly implemented into your digital strategy, it will help you identify new potential leads, communicate with current language to your audience, as well as determine top influencers. It will also help you evaluate what content is working — and not working.

“By social listening, you can track overall brand health, create content your audience wants to see, generate ideas for future campaigns, improve your customer experience and drive strategic product decisions.” — Sproutsocial.

Where + How:

So, where and how do you begin? Start with following hashtags that correlate with your industry and brand. If you use a social media scheduler like Hootsuite, make sure you are notified when someone tags you or your competition in a post. 

You can also join Facebook groups that your audience has a shared interest in (just be sure it correlates with your company values). Facebook groups are an excellent way to identify new trends and see how audiences are relating to them. Reading conversations about core trends will help you communicate correctly when you publish your content on that topic.

If you want to discuss how you can take your digital strategy to the next level, contact us today for a consultation.

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