Guest Post: Social Listening & Why It’s Important by Cindy Angulo

During the summer of 2019 Lunar Desk Management hosted Cindy Angulo as a digital marketing intern. Cindy is a recent communication studies graduate of California State University. Cindy is currently focused on working in social media marketing, learning, and writing about the industry.


According to Oberlo, 3.2 billion people are using social media daily. What a time to be in marketing as everything has become digital. That number is only going to rise and this is why more businesses are incorporating social media marketing into their marketing strategies. Social listening allows companies to collect data and use that data to analyze what others are saying about your brand.

Social Listening

What is social listening?

Social listening is the process of monitoring what kind of feedback your brand is receiving through various social channels. Social listening enables businesses to gain insight into making better marketing decisions.

Companies can follow conversations and notice what current trends are happening in their industry, which could be analyzed to create an impact on the marketing strategy. Social listening allows businesses to stay ahead of the game with trends, room for improvement, and ideas for future campaigns. It’s essential not to skip out on social listening as it will allow your business to be strategic and stay competitive in the industry.

Social media platforms generate so much data that it would be wise not to ignore this data. Social listening provides content that could be reviewed and analyzed, then used to offer a product as a solution. Sprouts Social narrows the core advantages of social listening down to three specific advantages: industry intelligence, competitor intelligence, and brand intelligence.  All three core advantages ask questions that consist of who, what, and where in order for the business to better fit the customer during their buyer’s journey. Social media provides companies with exposure and can generate a conversation about a brand. Brands can evaluate data centered around the brand which offers the team insight into feedback and what can improve customer relationships.

Start social listening.

There are many different apps and services to gather social listening data. Smaller teams may find it helpful to use free tools, and we’ve provided some of our favorites: Google Alerts, Social Mention, and TweetDeck. Free tools will require a little more work when collecting content and data to analyze, but it’s a great place to start when you’re just beginning. Additionally, creating spreadsheets to track data with your team will not only help you stay organized for free (or cheap), but will develop statistics such as comments, mentions, and hashtags critical to your business. Larger, more robust teams may find it easier to invest in paid tools as it will save time or improve sales through social features. Many companies offer paid services, which include listening tools that will do all the hard work and layout statistics, plain and simple. A few companies that offer paid social listening tools include: Sprout Social, Brandwatch, and Netbase. It is vital to research which companies provide the services that are right for your brand. Utilize the free trials that social media analytic platforms offer as it doesn’t hurt to try. Social listening enables your brand to experiment and learn how it can utilize the data generated from social listening, while your company is still growing. 

How social listening can help.

By incorporating social listening into your social media marketing strategies, your brand could see a boost in relevancy and generate a more substantial following. Social listening allows your brand to keep track of trends, which helps solidify your brand’s presence and increase your brand’s reach. Using hashtags in postings are a great example of reaching a more extensive and potentially new audience. Aligning your brand’s message with your audience and where they are in their buyer’s journey will help ensure your message resonates. Social listening tools enable you to follow conversations about your brand and your competitors and to keep track of influencers, customers, and projects. 

Published by Kayla

Jill-of-all-trades. Lots of opinions.

%d bloggers like this: