It’s hard to find marketing experts who haven’t said or written the word “social listening” as part of their 2021 strategy. Like authentic content was the marketing term of all terms a few years ago, social listening is now the marketing term of the year.

Social listening has risen to so much fame because it’s an absolute necessity in 2021 and beyond. Marketers have been using their social channels to survey their audience for years, asking them what content they want to see or what products they need. Social listening is taking that surveyship to the next level.

With social listening, brands can listen for more than content and product ideas. They can figure out what their customer avatar is thinking and talking about.

And that’s THE power tool of a marketer’s toolbox.

What is Social Listening?

Social listening happens when a brand listens to its audience on social channels. Listening to your audience means you’re reading comments and looking for tagged content that tells you where your customer sentiment is. Sometimes that sentiment has to do with your brand specifically, and other times, it involves global events.

For example, brands can use social listening to see their audience’s opinion on their latest campaign or see what their customers are thinking related to their products. Or, brands can use social listening to find out what their customers are talking about and figuring out a way to put themselves into the conversation.

With social listening, brands (and specifically Social Media Marketers) can build a brand presence that aligns with their customer avatar. We now have a direct communication line with our customers, and it’s important to use it.

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