Social Listening for Agencies and Brands: When, How, and Why?

Social listening is playing an essential role in the marketing matrix of the companies. Here’s how you can evaluate your options this year.

Social listening is the crucial part of audience research that allows companies, organizations, and brands to track and analyze the conversations about them on various social media platforms. Further, brands can respond to those conversations accordingly.

For example, suppose you own a cake and pastry shop. One day, while taking the order for a fruit cake on your phone, you suddenly overhear a conversation among some people sitting at your shop about your cakes and pastries. One of them was saying that he likes your fruit cakes a lot.

But, he does not like your pastries. After listening to it, you wonder what is wrong with your pastries and begin asking other people and customers about your pastries. You hear other people’s opinions about the quality of your pastries and then start making changes in them as your customers want and like.

Later, you find it works fantastically as customers line out the door to purchase your pastries. Also, you start getting more and more orders for your pastries. It happened because you employed the practical and best methods to engage your audience. This is called social listening.

Social listening is among a few marketing tactics that have stood the test of time. Today, both consumers and companies are going more and more online due to the ongoing conditions. In these changing conditions, social listening has transformed into something more potent than it was ever before.

It is creating both opportunities and threats online for companies and brands. Here, advanced social listening can be the game-changer. It helps you to make use of the massive amounts of data that consumers generate. Further, you can extract relevant and actionable real-time insight.

Social Listening: What is It?

Social listening helps brands capture consumers’ needs and wants to create the products, services, and solutions they want. It allows brands to solidify their place in the market category they belong to by digging deep into the valuable details. When social listening is applied successfully, you can get an insight that can help you capture your consumers’ deepest desires, competitor challenges, and emerging trends. It can train you to anticipate the market trends and act accordingly.

Social listening involves two steps:-

Step one: It includes monitoring various social media channels for mentions of your keywords, brand, products, and competitors related to your company or business.

Step two: It includes analyzing the information in detail to learn what action you should take to get more customers and keep them engaged with your brand.

Why do Agencies and Brands Use It?

Agencies and brands use social listening for many reasons. For example, it shows them what their customers want, where any market is heading, and endless ways to connect to their consumers. If any brand is not using social listening, then it only a  journey mapped out rigidly that reaches nowhere.

Here are the segments in which agencies and brands can use social listening powered by artificial intelligence to stand out from the crowd.

Strategy for Campaigns

Agencies and brands used artificial intelligence-powered social listening for campaign strategy. It includes creating engaging campaigns following strategies fueled by analytics and messaging that content to connect your audience emotionally with your brand.

When you develop a content strategy taking notice of where your target audience is most engaged and who and when they are mostly listening to, then post such content on the websites that resonate the best, then it does a miracle for your brand.

Brand Perception & Health

Brand perception means what the experience of your customers about your brand is. Monitor the data related to consumer experience about the brand from every social web resource and touchpoint, including reviews, comments, forums, blogs, media mentions, etc.

Further, use these data to track the sentiments of your audience about your brand over time and identify where your brand is doing well. You can also use this data to identify the challenges and amplify your actions to meet them.

Product Launch & Innovation

After conducting thorough market research and analyzing risk factors and competition, brands and agencies can make informed strategic decisions around launch tactics and product innovations with social listening.

Mergers & Acquisitions

You can use social listening to strategically select potential targets based on IP applications, critical metrics of the businesses, product reviews, brand reputation, and investments.

Use the custom data sets to track research and development movements and partnerships in your market. Using cross-channel analyses will help you to anticipate the actions of your competitors in the market.

Trend Analytics

When brands identify emerging trends and know about the track which existing trends are decreasing or increasing, it helps them shift their focus to the particular category experiencing growth.

It reveals opportunities that they have never explored before and brings them the ability to visualize contextually broad topics with social listening. Further, brands can explore cutting-edge ideas.

Crisis Management

It is all about identifying problems before spiraling and taking targeted quick actions on the right platform speaking to the right audience. When you quickly understand the magnitude and velocity of the event, it helps you design the right course of action to minimize the risk, if any, to your brand reputation. Also, use your brand ambassadors who can assist and activate your key messaging to your audience discovered through social listening.

Competitive Intelligence

Brands and agencies use social listening to capture every bit of competitive intelligence available online to amplify their efforts. They use these by benchmarking key storylines, net sentiments, the share of voice, investment priorities, loyalty drivers, consumer segments,  new products, events resonating in the social media networks, and brand passion. Brands also use it to learn from the mistakes of their competitors and inform about organizational improvements.

KOL & Influencer Marketing

It is a known fact that consumers trust fellow consumers and their peers when making any purchase decision. So, identifying potential brand advocates and building relationships with them is the key. It also includes building a relationship with micro-influencers.

Customer Voice

Customers often do not tag brands or mention anything while talking about them. To know and better understand their expectations, preferences, and attitudes, analyze and aggregate all data sources that reveal even a bit about customer experience. It may include captures of the propriety call log, social web, and every other source of feedback along with social listening.

Evaluating Social Listening  Options: How to Do It?

A massive amount of unstructured and structured data finds its way online every day. Most of the unstructured data is shared by customers. Here, it becomes essential to have confidence in the accuracy of the tools you use for social listening.

After all,  everything depends on the tools you use to analyze and aggregate data for yourself. When it comes to selecting social listing tools, it is a must to remember that speed to insight can also break or make differentiator. So, reconsider if you read any reviews citing problems related to accuracy.

Plus, you have to ensure the tools offers:-

  • Deep segmentation related to queries and the ability to save these analyses.
  • Intuitive reporting and query creation.
  • Clearly defined sampling capabilities offering the same level of accuracy.
  • Real-time, rapid insight.
  • Complete data capture from social web, imagery, exclusive news to help in decision making.
  • Capabilities related to historical data limited only what is allowed by the social channels.

A Few Best Social Listening Tools

These few social listening tools will help you to monitor all your platforms.


It is tailored for social listening on Instagram and Facebook ads. This mainly focused specialization allows the users to monitor up to three ad accounts on

Facebook across unlimited pages. Plus, you can look at the analytics behind your Facebook and Instagram ads, helping you see which one is getting more user engagement.


The users can use it to set up various social media streams that can help them to monitor keywords, conversations, hashtags, and mentions. You can quickly respond to comments or discussions immediately from one dashboard.

Plus, it allows you to follow influencers, social media influencers, advocates, and potential customers. The users can easily reach out to them to collaborate on campaigns and spread brand awareness.


It comprises robust social listening features that analyze forums, blogs, social networks, review sites, news sites, and videos and that too in one dashboard.  The users will explore the reach, engagement, sentiment, and comments around the conversations with your brand.


It allows the users to monitor reviews from more than 50 websites such as Google Maps and TripAdvisor. You can quickly analyze the reviews and filter the ones that matter most to you.


Synthesio allows the users to tag conversations or mentions by location, language, influence, sentiment, and demographics.

Many other tools are also there which are equally important to measure social listening. Some of these include Audiense, Reddit Keyword Monitor, Mentionlytics, and Brandwatch Consumer Research. Besides, there are excellent ways to reach and connect meaningfully with your consumers. However, it requires an in-depth understanding and analysis of the overall behavior of the consumers.

Further, you need to be capable of shifting your brand as per the choices of your customers. Social listening provides you all the required details you need to keep up with your brand with the market changes.

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