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fill-white"> <use xlink:href="#icon-search"></use> </svg> </a> </li> </ul> </div> </nav> </div> <div class="w-full h-3"> <div id="reading-progress" style="width:0%;" class="h-3 bg-saffron"></div> </div> </div> <section id="primary"> <main id="main"> <article id="post-108860" class="flex flex-col gap-8 post-108860 post type-post status-publish format-standard has-post-thumbnail hentry category-strategy tag-social-listening tag-social-media-strategy"> <header class="p-8 border-b md:p-12 border-nocturn/10"> <div class="flex flex-col max-w-screen-xl gap-4 mx-auto md:flex-row md:gap-8 md:items-center"> <div class="md:w-2/3"> <span class="font-semibold">Strategy</span> <h1 class="mb-5 text-3xl font-bold md:text-5xl md:mb-10"> Social listening: How to better understand your audience [2025] </h1> <div class="mb-5 text-lg md:text-xl md:mb-10"> <p>Social pros use social listening to proactively monitor social media channels for mentions of their brand, competitors, product, and more.</p> </div> <div class="flex flex-col gap-2 mb-4 md:mb-8"> <span class="text-lg font-bold"> Colleen Christison </span> <span class="text-spruce"> November 1, 2024 </span> <span class="inline-flex"> <svg role="icon" class="w-6 h-6 mr-2"><use xlink:href="#icon-time"></use></svg> 12 min read </span> </div> <a class="rounded btn btn-sm btn-saffron" href="https://www.hootsuite.com/resources/blog/advanced-social-listening-guide" target="_blank" data-ga-track-id="blog_cta_download_hero"> Download our FREE advanced listening guide </a> </div> <figure class="md:w-1/3"> <picture class="flex justify-center wp-post-image" loading="eager" decoding="async" fetchpriority="high"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2022/12/social-listening-556x556.png.webp 556w, https://blog.hootsuite.com/wp-content/uploads/2022/12/social-listening-310x310.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2022/12/social-listening-620x620.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2022/12/social-listening-150x150.png.webp 150w, https://blog.hootsuite.com/wp-content/uploads/2022/12/social-listening-768x768.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2022/12/social-listening.png.webp 1080w" sizes="(max-width: 556px) 100vw, 556px"/> <img width="556" height="556" src="https://blog.hootsuite.com/wp-content/uploads/2022/12/social-listening-556x556.png" alt="cover image" loading="eager" decoding="async" fetchpriority="high" srcset="https://blog.hootsuite.com/wp-content/uploads/2022/12/social-listening-556x556.png 556w, https://blog.hootsuite.com/wp-content/uploads/2022/12/social-listening-310x310.png 310w, https://blog.hootsuite.com/wp-content/uploads/2022/12/social-listening-620x620.png 620w, https://blog.hootsuite.com/wp-content/uploads/2022/12/social-listening-150x150.png 150w, https://blog.hootsuite.com/wp-content/uploads/2022/12/social-listening-768x768.png 768w, https://blog.hootsuite.com/wp-content/uploads/2022/12/social-listening.png 1080w" sizes="(max-width: 556px) 100vw, 556px"/> </picture> </figure> </div> </header> <section class="relative"> <div id="the-content" class="prose entry-content"> <div class="top-0 h-full xl:absolute not-prose" style="right: calc(50vw + 21rem)"> <div class="relative flex flex-col h-full gap-8"> <div class="xl:mx-8 sticky z-10 top-[56px]"> <div class="lwptoc one-column xl:text-sm text-base bg-white pt-8 lwptoc-inherit" data-smooth-scroll="1" data-smooth-scroll-offset="24"><div class="lwptoc_i"> <div class="lwptoc_header"> <h2 class="lwptoc_title" style="font-weight:800;">Table of Contents</h2> </div> <div class="lwptoc_items lwptoc_items-visible"> <div class="lwptoc_itemWrap"><div class="lwptoc_item"> <a href="#What_is_social_listening"> <span class="lwptoc_item_label">What is social listening?</span> </a> </div><div class="lwptoc_item"> <a href="#The_benefits_of_social_listening_for_your_business"> <span class="lwptoc_item_label">The benefits of social listening for your business</span> </a> </div><div class="lwptoc_item"> <a href="#How_to_create_your_own_social_listening_strategy_in_5_steps"> <span class="lwptoc_item_label">How to create your own social listening strategy in 5 steps</span> </a> </div><div class="lwptoc_item"> <a href="#2_top_social_media_listening_tools"> <span class="lwptoc_item_label">2 top social media listening tools</span> </a> </div><div class="lwptoc_item"> <a href="#5_pro_tips_for_social_listening"> <span class="lwptoc_item_label">5 pro tips for social listening</span> </a> </div><div class="lwptoc_item"> <a href="#Social_listening_strategy_examples_from_brands_you_love"> <span class="lwptoc_item_label">Social listening strategy examples from brands you love</span> </a> </div></div></div> </div></div> </div> </div> </div> <p>If you don’t have a social listening strategy, you’re missing out on some of the most valuable data available to help build your business.</p> <p>Social media listening tools allow you to build a solid understanding of what customers and potential customers think about you by analyzing what they say on social channels. You can also learn what they think about the competition. This is incredible market research readily available in real-time, as long as you know how to access it.</p> <div id="key-takeaways" class="block-key-takeaways"> <div class="wp-block-group border-cedar border rounded-lg p-12 is-layout-constrained wp-block-group-is-layout-constrained"> <h3 class="wp-block-heading !mt-0 has-lake-color has-text-color has-link-color wp-elements-60abe5040d0af793144c0de2c1afdf64">Key Takeaways</h3> <ol class="wp-block-list"> <li>Social listening is the process of <strong>actively tracking and analyzing mentions of your brand, competitors, and relevant keywords on social media</strong>. It offers real-time insights into customer opinions and market trends.</li> <li>It helps marketers understand audience preferences, identify market gaps, manage crises, improve customer relationships, find collaboration opportunities, and keep track of competitors. With the right integrations, social listening tools can streamline this process even further.</li> <li>Social listening and social monitoring are not the same thing. <strong>Social monitoring</strong> is reactive, focusing on specific brand mentions for quick responses. <strong>Social listening</strong> is proactive, offering a broad view of online conversations for strategic decisions.</li> </ol> </div> </div> <p></p> <div class="wp-block-cover is-light" style="min-height:152px;aspect-ratio:unset;"><span aria-hidden="true" class="wp-block-cover__background has-tea-background-color has-background-dim-100 has-background-dim"></span><div class="wp-block-cover__inner-container is-layout-constrained wp-block-cover-is-layout-constrained"> <h2 class="wp-block-heading has-text-align-center has-large-font-size"><span id="What_is_social_listening">What is social listening?</span></h2> <p>Social listening is the practice of proactively monitoring social media channels for mentions of your brand, competitor brands, and related keywords.</p> </div></div> <p>Social listening lets you <strong>track every mention</strong> of your brand on social media in real time. You’ll be able to learn how customers feel about your products and services, what they want, and what they don’t want.</p> <p>But don’t stop at tracking mentions of your brand. With social media listening, you can also:</p> <ul class="wp-block-list"> <li>Track <strong>competing</strong> brands,</li> <li>Monitor <strong>trending</strong> content and</li> <li>Conduct a <a href="https://blog.hootsuite.com/social-media-sentiment-analysis-tools/"><strong>sentiment analysis</strong></a> on topics meaningful to your business.</li> </ul> <p>Social listening insights can influence your business decisions, including marketing and product strategy, customer experience, and support. You can use the info you gain to make smarter, data-driven calls that can positively impact your business’s bottom line.</p> <p>And to turn these insights into action, measuring your social media success is the next crucial step (keep scrolling!).</p> <h3 class="wp-block-heading">What is social media measurement?</h3> <p>Social media measurement is all about figuring out how well your social media marketing is performing. It involves tracking important metrics like engagement rates, reach, conversions, impressions, and so much more.</p> <p>When you combine social media measurement with your listening strategy, you get a complete picture of how your audience <em>actually </em>interacts with your content. </p> <p>This helps you see what’s working, what isn’t, and how to tweak your content for even better results!</p> <h3 class="wp-block-heading"><a id="post-470628-_g6ao4yueo5yg"></a>The difference between social monitoring and social listening</h3> <p>They sound similar (and they are!), but the difference between social monitoring and social listening is simple. Social media listening is <strong>proactive</strong> — social monitoring is <strong>reactive</strong>.</p> <p><strong>Social monitoring</strong> looks at specific brand mentions and sends alerts whenever your brand is mentioned online. It is sometimes referred to as <strong>brand monitoring</strong>. </p> <p>Social monitoring is useful for quickly responding to complaints, but it doesn’t give you a big-picture view of what people are saying about your brand or industry.</p> <p><strong>Social listening</strong>, on the other hand, gives you a <strong>complete overview of all online conversations related to your brand, products, industry, and competitors</strong>. This holistic approach provides valuable insights that can help you make strategic decisions about your marketing and social media strategy.</p> <p>In short, if you want to stay on top of the latest social media trends and <strong>see what people are saying about your brand over time</strong>, you need a listening strategy.</p> <p>Still have questions? Check out our complete guide to <a href="https://blog.hootsuite.com/social-listening-vs-social-monitoring/">social listening vs. social monitoring</a>.</p> <div class="not-prose content-upgrade _bonusVariantContentUpgrade style-default has-image " style="background-color: #004963;"> <a href="https://www.hootsuite.com/offer/blog" class="cover" data-ga-track-id="blog_cta_trial_intent_inpost_productcallout" target="_blank"></a> <div class="all-content-wrapper"> <div class="image-wrapper"> <picture decoding="async" class="image"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2023/11/hs-cyberweek-2024-blog-human.png.webp"/> <img decoding="async" src="https://blog.hootsuite.com/wp-content/uploads/2023/11/hs-cyberweek-2024-blog-human.png"/> </picture> </div> <div class="text-wrapper"> <span class="title" style="display:block;font-weight:700;line-height:1;color:#ffffff;"> Flash sale! </span> <p><span style="color: #ffffff;">Get the #1 social media management tool for <strong>HALF OFF</strong> and handle your social strategy stress-free.</span></p> <a href="https://www.hootsuite.com/offer/blog" class="btn-cu" data-ga-track-id="ContentUpgrade_Right_CTA" data-ga-track-info="Claim 50% off Hootsuite" target="_blank">Claim 50% off Hootsuite</a> </div> </div> </div> <h2 class="wp-block-heading"><span id="The_benefits_of_social_listening_for_your_business">The benefits of social listening for your business</span></h2> <p>If you’re not using social media listening, you’re creating your business strategy with blinders on. <strong>Current <em>and</em> prospective customers are already talking about your brand and industry online</strong>. It’s in your best interest to listen to what they have to say.</p> <p>Here are some of the ways social listening can benefit your business.</p> <h3 class="wp-block-heading"><a id="post-470628-_wewxov4gqlum"></a>Understanding your audience</h3> <p>Social media listening helps you <strong>better understand what your target audience wants from your brand</strong>. People will tell you what they want; you just have to listen.</p> <p>For example, an existing customer might tweet about how much they love your product. Or, you might spot a conversation where people are looking for solutions your product could provide.</p> <p>In both use cases, you can treat this as customer feedback, and use it to improve your offering and make your customers happier.</p> <h3 class="wp-block-heading"><a id="post-470628-_r1sdmri078ev"></a>Business and product intelligence</h3> <p>Monitoring conversations around the industry also uncovers a ton of insight about what’s working and what’s not. People love to vent, so you can learn about customers’ needs and pain points related to products—both yours and your competitors. This kind of benchmarking is a key part of understanding brand health and shaping brand perception.</p> <p>This information is a <strong>gold mine for your product development, marketing, and even customer service teams</strong>. </p> <p>Once you modify your products, shipments, or customer service, tell people about it in a targeted campaign that highlights your commitment to listening and evolving based on their feedback!</p> <h3 class="wp-block-heading"><a id="post-470628-_dqqd6lr4nrw6"></a>Crisis management</h3> <p>Social listening allows you to <strong>track sentiment as it changes</strong>. You’ll know immediately when the tone of people’s conversations about your brand shifts.</p> <p>This is like an early warning system for potential crises. Social listening can create opportunities to fix or address issues before they boil over.</p> <p>If you see some negative sentiment, review the social feedback to identify the change’s source. While you’re at it, look for lessons that could prevent a similar misstep in the future. This can help you<a href="https://blog.hootsuite.com/how-to-prepare-pr-crisis-social-media/"> address PR disasters</a> before they get out of hand.</p> <p>The Loblaws boycott, for example, picked up speed by trending on X/Twitter. While Loblaws chose not to address the boycott, they were certainly aware of it and likely monitoring the situation.</p> <figure class="wp-block-image size-large"><a href="https://twitter.com/danieljamespike/status/1785058722009493683" target="_blank" rel="noreferrer noopener"><picture loading="lazy" decoding="async" class="wp-image-488644"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-loblaws-620x1071.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-loblaws-310x536.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-loblaws-768x1327.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-loblaws-889x1536.png.webp 889w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-loblaws.png.webp 954w" sizes="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" decoding="async" width="620" height="1071" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-loblaws-620x1071.png" alt="Loblaws social listening example" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-loblaws-620x1071.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-loblaws-310x536.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-loblaws-768x1327.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-loblaws-889x1536.png 889w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-loblaws.png 954w" sizes="auto, (max-width: 620px) 100vw, 620px"/> </picture> </a></figure> <p><em>Source: <a href="https://twitter.com/danieljamespike/status/1785058722009493683" rel="nofollow">Daniel James Pike on X</a></em></p> <h3 class="wp-block-heading"><a id="post-470628-_ft43n0q10qg0"></a>Customer relationships and acquisition</h3> <p>Social listening can help you <strong>uncover questions and conversations about your industry</strong> on social media platforms. Still, you should refrain from using it as an opening to jump in and try to sell right off the bat.</p> <p>If you’re going to join a conversation, do it with your audience in mind. What value can you add?</p> <p>Online, you have the opportunity to develop relationships with potential customers in your industry. Once you have a relationship, you can nurture it for<a href="https://blog.hootsuite.com/what-is-social-selling/"> social selling</a>.</p> <figure class="wp-block-image size-large"><a href="https://twitter.com/BryceBetts132/status/1784079907112542494?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1784079907112542494%7Ctwgr%5Eafb0e45cd5b66200039e21e1fe73e56428196c29%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fblog.hootsuite.com%2Fwp-admin%2Fpost.php%3Fpost%3D108860action%3Deditlang%3Den" target="_blank" rel="noreferrer noopener"><picture loading="lazy" decoding="async" class="wp-image-488650"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-bryce-betts-620x204.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-bryce-betts-310x102.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-bryce-betts-768x253.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-bryce-betts.png.webp 954w" sizes="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" decoding="async" width="620" height="204" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-bryce-betts-620x204.png" alt="Social listening Zappos example" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-bryce-betts-620x204.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-bryce-betts-310x102.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-bryce-betts-768x253.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-bryce-betts.png 954w" sizes="auto, (max-width: 620px) 100vw, 620px"/> </picture> </a></figure> <p><em>Source: <a href="https://twitter.com/BryceBetts132/status/1784079907112542494?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1784079907112542494%7Ctwgr%5Eafb0e45cd5b66200039e21e1fe73e56428196c29%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fblog.hootsuite.com%2Fwp-admin%2Fpost.php%3Fpost%3D108860action%3Deditlang%3Den" rel="nofollow">Bryce Betts on X</a></em></p> <h3 class="wp-block-heading"><a id="post-470628-_c2j7571bsrx3"></a>Collaboration opportunities</h3> <p>Monitoring social conversations about your industry will give you a sense of <strong>who the important creators and thought leaders are in your space</strong>. These are important people to connect with. They can have a huge influence on how people feel about you.</p> <p><strong>Remember</strong>: This is a two-way street. Supporting others in your industry makes it more likely they will help you in return. Rather than trying to barge into an existing community, connect through collaborations with people <em>within</em> the community.</p> <p>Keep an eye out for folks already saying great things about your brand. These are natural<a href="https://blog.hootsuite.com/community-management-tip-brand-advocacy-program/"> brand advocates</a>, who support your brand reputation without any incentives! Reach out to them and look for opportunities to collaborate in meaningful ways.</p> <figure class="wp-block-image size-large"><a href="https://twitter.com/Kodileerocks/status/1781741292051177885?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1781741292051177885%7Ctwgr%5Ea1645e3ac368efa5e0b4492ab7a6a8d38640d7a9%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fblog.hootsuite.com%2Fwp-admin%2Fpost.php%3Fpost%3D108860action%3Deditlang%3Den" target="_blank" rel="noreferrer noopener"><picture loading="lazy" decoding="async" class="wp-image-488655"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-kodi-lee-620x715.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-kodi-lee-310x357.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-kodi-lee-768x886.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-kodi-lee.png.webp 954w" sizes="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" decoding="async" width="620" height="715" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-kodi-lee-620x715.png" alt="Kodi Lee social listening example" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-kodi-lee-620x715.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-kodi-lee-310x357.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-kodi-lee-768x886.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-kodi-lee.png 954w" sizes="auto, (max-width: 620px) 100vw, 620px"/> </picture> </a></figure> <p><em>Source: <a href="https://twitter.com/Kodileerocks/status/1781741292051177885?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1781741292051177885%7Ctwgr%5Ea1645e3ac368efa5e0b4492ab7a6a8d38640d7a9%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fblog.hootsuite.com%2Fwp-admin%2Fpost.php%3Fpost%3D108860action%3Deditlang%3Den" rel="nofollow">Kodi Lee on X</a></em></p> <h3 class="wp-block-heading"><a id="post-470628-_33sl60b3fae8"></a>Competitor and industry trends</h3> <p>Social listening is more than understanding what people say about you. It is also important to <strong>know what your competition is doing</strong> and how people talk about them and your industry.</p> <p>The conversations you find might reveal a gap in the marketplace you could step up to fill. Or maybe it’s an opportunity to jump in and stir up some friendly competition — for clout, of course.</p> <p>Wendy’s, for example, is always quick to jump on their competitor’s Tweets.</p> <figure class="wp-block-image size-large"><a href="https://twitter.com/Wendys/status/1785760296335822857?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1785760296335822857%7Ctwgr%5E5e9572dd41f893570047a2772b39948bf8713cbf%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fblog.hootsuite.com%2Fwp-admin%2Fpost.php%3Fpost%3D108860action%3Deditlang%3Den" target="_blank" rel="noreferrer noopener"><picture loading="lazy" decoding="async" class="wp-image-488660"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-wendys-620x966.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-wendys-310x483.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-wendys-768x1196.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-wendys.png.webp 954w" sizes="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" decoding="async" width="620" height="966" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-wendys-620x966.png" alt="social listening example wendy's" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-wendys-620x966.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-wendys-310x483.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-wendys-768x1196.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-wendys.png 954w" sizes="auto, (max-width: 620px) 100vw, 620px"/> </picture> </a></figure> <p><em>Source: <a href="https://twitter.com/Wendys/status/1785760296335822857?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1785760296335822857%7Ctwgr%5E5e9572dd41f893570047a2772b39948bf8713cbf%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fblog.hootsuite.com%2Fwp-admin%2Fpost.php%3Fpost%3D108860action%3Deditlang%3Den" rel="nofollow">Wendy’s on X</a></em></p> <p>Discovering these new<a href="https://blog.hootsuite.com/competitive-analysis-on-social-media/#How_to_do_a_competitive_analysis_on_social_media_a_4-step_process"> opportunities and threats</a> as they happen allows you to plan and respond on the fly.</p> <h3 class="wp-block-heading"><a id="post-470628-_a69nqoq2scy0"></a>Uncover market trends</h3> <p>We all know how fast the social media landscape changes. <strong>What’s viral one day is passé the next</strong>. Staying on top of trends is a full-time job without social listening to do it for you.</p> <p>Track relevant keywords and hashtags related to your industry to stay ahead of the curve.</p> <p>You can also use social listening to predict future trends by analyzing what people are talking about now and how those conversations have changed over time.</p> <p>These insights can shape your content strategy, product development, and marketing campaigns.</p> <p><strong>Psstt:</strong> Read the<a href="https://www.hootsuite.com/research/social-trends"> Hootsuite Trends Report</a> to keep up with new and noteworthy trends.</p> <h3 class="wp-block-heading"><a id="post-470628-_vcpoqb7udheg"></a>Improve campaign targeting</h3> <p>Personalization is key to any <a href="https://blog.hootsuite.com/social-media-advertising/">social advertising campaign</a>. Your audience wants to feel like you’re speaking to them directly and not just churning out generic messaging.</p> <p>Social listening will show you <strong>the issues your audience cares about, the kind of language they use, </strong>and<strong> what resonates with them</strong>. Think of it like a survey that’s always running in the background.</p> <p>Use these insights to inform your campaign, from the copy to the visuals. This will <a href="https://blog.hootsuite.com/content-planning/">help you with smart content creation</a> and speaking directly to your audience.</p> <ul class="wp-block-list"> <li><strong>Customers talking about social burnout?</strong> Build a <a href="https://www.hootsuite.com/en-sg/resources/blog/work-life-balance-guide?utm_source=twitter_hootsuite&utm_medium=owned_social&utm_term=1e50dd45-bc33-4834-bd85-1cdf5b791c22&utm_campaign=all-alwayson-none-glo-en----social_hootsuite---">work-life balance guide</a> to show you care.</li> <li><strong>People in your target region complaining about the weather?</strong> Create a short-term sale on season-appropriate items.</li> <li><strong>Seeing an uptick in <a href="https://blog.hootsuite.com/social-media-tips-for-small-business-owners/">small business for social media </a>requests?</strong> Why not build an entire campaign to help them out?</li> </ul> <h2 class="wp-block-heading"><span id="How_to_create_your_own_social_listening_strategy_in_5_steps"><a id="post-470628-_i9dkzawb0t40"></a>How to create your own social listening strategy in 5 steps</span></h2> <p>Jumping straight into social listening without a plan is a good way to get overwhelmed. Make the most of your time and energy by starting with a <a href="https://blog.hootsuite.com/social-listening-strategy/">social media listening strategy</a>.</p> <p>Here’s how to create one in five simple steps.</p> <h3 class="wp-block-heading"><a id="post-470628-_o153378j43tt"></a>Step 1: Decide on your goals</h3> <p>There’s so much data out there. If you don’t first decide on your objectives, you’ll be drowning in information. Determining your goals allows you to filter the noise.</p> <p>To determine your goals, ask yourself:</p> <ul class="wp-block-list"> <li>Is it important to know how my brand stacks up against the competition?</li> <li>Do I know where we stand in the marketplace?</li> <li>Are people enjoying our products? Could they be improved?</li> <li>Do we know what our customer sentiment is?</li> <li>Do people know we exist?</li> <li>Do people know our products or services can solve for [this specific issue]?</li> </ul> <p>The answers to these questions will tell you whether you should focus on brand awareness, outranking your competitors, or improving your product offerings.</p> <h3 class="wp-block-heading"><a id="post-470628-_iwdgx36eshiy"></a>Step 2: Decide on the search terms and competitors you should keep an eye on</h3> <p>Once you know what you’re working towards, you’ll have a better idea of the keywords you need to target.</p> <p>Start making lists of keywords and search terms you’ll need to target. These might cover:</p> <ul class="wp-block-list"> <li>The keywords associated with your brand or industry</li> <li>Your competitor’s names</li> <li>The keywords associated with your products or services</li> </ul> <h3 class="wp-block-heading"><a id="post-470628-_rq6gcdwycnq6"></a>Step 3: Choose a social listening tool</h3> <p>Choosing a listening platform is one of the most important things you must do when setting up a social media listening strategy. We love Hootsuite and Talkwalker for obvious reasons.</p> <p>And luckily, every Hootsuite plan includes everything you need to get started with social listening.</p> <figure class="wp-block-image size-large"><picture loading="lazy" decoding="async" class="wp-image-475960"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-12-620x288.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-12-310x144.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-12-768x357.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-12-1536x714.png.webp 1536w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-12-2048x952.png.webp 2048w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-12-560x260.png.webp 560w" sizes="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" decoding="async" width="620" height="288" src="https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-12-620x288.png" alt="" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-12-620x288.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-12-310x144.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-12-768x357.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-12-1536x714.png 1536w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-12-2048x952.png 2048w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-12-560x260.png 560w" sizes="auto, (max-width: 620px) 100vw, 620px"/> </picture> </figure> <p>Use Listening Basics to discover trending hashtags, brands and events anywhere in the world, or dive deeper for personalized insights on your brand.</p> <p>You can track what people are saying about you, your top competitors, your products — up to two keywords tracking anything at all over the last 7 days.</p> <p>Plus, you can use Quick Search to analyze things like:</p> <ul class="wp-block-list"> <li><strong>Key metrics.</strong> Are more people talking about you this week? What’s the vibe of their social media posts? Hootsuite Listening doesn’t just track what people are saying — it uses enhanced sentiment analysis to tell you how they really feel.</li> <li><strong>Top themes.</strong> How are people talking about you? What are the most popular positive and negative posts about? Which other conversations are you showing up in?</li> <li><strong>Results.</strong> Ready to get into specifics? The results tab will show you a selection of popular posts related to your search terms — you can filter by sentiment, channel, and more.</li> </ul> <figure class="wp-block-image size-large"><picture loading="lazy" decoding="async" class="wp-image-475965"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Key-Metrics-15-620x435.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Key-Metrics-15-310x217.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Key-Metrics-15-768x539.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Key-Metrics-15-1536x1077.png.webp 1536w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Key-Metrics-15.png.webp 1620w" sizes="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" decoding="async" width="620" height="435" src="https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Key-Metrics-15-620x435.png" alt="" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Key-Metrics-15-620x435.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Key-Metrics-15-310x217.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Key-Metrics-15-768x539.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Key-Metrics-15-1536x1077.png 1536w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Key-Metrics-15.png 1620w" sizes="auto, (max-width: 620px) 100vw, 620px"/> </picture> </figure> <p>Watch social media expert Trish Riswick explain how to get started with Hootsuite’s<a href="https://www.hootsuite.com/platform/listening"> social listening</a> in the video below:</p> <figure class="wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio"><div class="wp-block-embed__wrapper"> <div class="embed-youtube"><iframe title="How to use Hootsuite for social listening (it's seriously so easy)" width="500" height="281" src="https://www.youtube.com/embed/DGG9_4_VnQQ?enablejsapi=1&038;origin=https%3A%2F%2Fblog.hootsuite.com" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe></div> </div></figure> <p>And if you want to take social listening to the next level, our upgraded listening can show you sentiment over time, top influencers in your space, audience demographics, and much more. Interested in a free demo? <a href="https://www.hootsuite.com/blog/request-demo">Book one now</a>.</p> <h3 class="wp-block-heading"><a id="post-470628-_c8yi8blx0ziq"></a>Step 4: Take action or compile your findings</h3> <p>Create a system for responding to common social listening findings. Note which comments can be acted on immediately and how and which should be sent up the chain of command.</p> <p>Some actions can be taken immediately, such as liking or reposting a positive comment or sending a quick response to a complaint.</p> <p>Some things should be saved for future consideration, like conversational trends, potential brand ambassadors, or recommended new products or services.</p> <p>Then, create a spreadsheet to compile your findings. This will help you easily recognize trends and patterns and turn your findings into actionable insights.</p> <h3 class="wp-block-heading"><a id="post-470628-_5lpi3o7nn4mq"></a>Step 5: Use the insights you’ve gleaned to inform your digital strategy</h3> <p>You can better inform your larger digital strategy by:</p> <ul class="wp-block-list"> <li>Continuously tracking mentions,</li> <li>Compiling data from your campaigns and social accounts, and</li> <li>Keeping an eye on your brand sentiment and share of voice.</li> </ul> <p>For example, you might notice people consistently posting about one feature of your product suite. It would make sense to focus your marketing efforts on amplifying this feature.</p> <p>Whatever you find, be sure to share your <a href="https://blog.hootsuite.com/social-media-report-template-guide/">social listening report</a> with your team. Social listening analytics can benefit everyone.</p> <h2 class="wp-block-heading"><span id="2_top_social_media_listening_tools">2 top social media listening tools</span></h2> <p><a href="https://blog.hootsuite.com/social-media-monitoring-tools/">Social listening tools</a> pull data from multiple sources, helping you find valuable information about how people are talking about your brand, products/services, and industry.</p> <p>Whether you’re a solo entrepreneur or part of an enterprise, here are two social media listening tools you can start using today.</p> <h3 class="wp-block-heading"><a id="post-470628-_2lgto7cr8bjl"></a>Hootsuite</h3> <p>Hootsuite’s number one in our hearts, thanks to the user-friendly Quick Search tool included in every plan, easy <a href="https://blog.hootsuite.com/social-media-analytics-tools/">social media analytics tools</a>, competitor analysis, and more. It’s really the most versatile social media management and listening tool out there.</p> <p>Listening Basics allows you to use Hootsuite to automate monitoring conversations, keywords, mentions, and hashtags.</p> <p>Listening also allows you to stay informed about your industry. You can easily monitor the competition and build relationships with social media creators and potential brand advocates.</p> <p>It’s an easy tool to set up and monitor, taking the guesswork out of your marketing.</p> <figure class="wp-block-image size-large"><picture loading="lazy" decoding="async" class="wp-image-475970"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Top-Themes-5-620x482.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Top-Themes-5-310x241.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Top-Themes-5-768x597.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Top-Themes-5-1536x1193.png.webp 1536w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Top-Themes-5.png.webp 1622w" sizes="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" decoding="async" width="620" height="482" src="https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Top-Themes-5-620x482.png" alt="" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Top-Themes-5-620x482.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Top-Themes-5-310x241.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Top-Themes-5-768x597.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Top-Themes-5-1536x1193.png 1536w, https://blog.hootsuite.com/wp-content/uploads/2024/07/Hootsuite-Listening-Quick-Search-Top-Themes-5.png 1622w" sizes="auto, (max-width: 620px) 100vw, 620px"/> </picture> </figure> <h3 class="wp-block-heading"><a id="post-470628-_f2dkhtil83ce"></a>Talkwalker</h3> <p><a href="https://apps.hootsuite.com/apps/talkwalker">Talkwalker</a> offers more than 50 filters to monitor conversations across 150 million data sources, including blogs, forums, videos, news sites, review sites, podcasts, and social networks.</p> <p>You’ll be able to monitor conversations around your brand and measure engagement, potential reach, comments, and sentiment.</p> <p>Talkwalker is especially useful to spot activity peaks in conversations about your brand. This can help you determine the <a href="https://blog.hootsuite.com/best-time-to-post-on-facebook-twitter-instagram/">best times for your brand to post on social media</a>.</p> <figure class="wp-block-image"><picture loading="lazy" decoding="async" class="wp-image-470644"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/06/word-image-470628-4.png.webp 2048w, https://blog.hootsuite.com/wp-content/uploads/2024/06/word-image-470628-4-310x127.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/06/word-image-470628-4-620x254.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/06/word-image-470628-4-768x314.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/06/word-image-470628-4-1536x629.png.webp 1536w" sizes="auto, (max-width: 2048px) 100vw, 2048px"/> <img loading="lazy" decoding="async" width="2048" height="838" src="https://blog.hootsuite.com/wp-content/uploads/2024/06/word-image-470628-4.png" alt="" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/06/word-image-470628-4.png 2048w, https://blog.hootsuite.com/wp-content/uploads/2024/06/word-image-470628-4-310x127.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/06/word-image-470628-4-620x254.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/06/word-image-470628-4-768x314.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/06/word-image-470628-4-1536x629.png 1536w" sizes="auto, (max-width: 2048px) 100vw, 2048px"/> </picture> </figure> <p><em>Source: </em><a href="https://www.hootsuite.com/"><em>Hootsuite</em></a></p> <p>Talkwalker also offers AI-powered tools that turn hard social listening data into actionable insights. Essentially, it does the heavy lifting for you. </p> <h2 class="wp-block-heading"><span id="5_pro_tips_for_social_listening">5 pro tips for social listening</span></h2> <h3 class="wp-block-heading"><a id="post-470628-_8a10v9c4htm1"></a>1. Listen for the right words and topics</h3> <p>Successful social listening is all about choosing the most relevant keywords for your brand.</p> <p>The keywords and topics you monitor will likely evolve over time. Social listening and social media monitoring tools can teach you what kinds of words people use when discussing your business and your industry. You’ll also start to understand the insights that are most useful to you, ranging from competitive analysis to sentiment about your pricing, and everything in between.</p> <p>If you need help getting started, here’s a list of important keywords and topics to monitor:</p> <ul class="wp-block-list"> <li>Your brand name and handles</li> <li>Your product name(s)</li> <li>Your competitors’ brand names, product names, and handles</li> <li>Industry buzzwords</li> <li>Your slogan and those of your competitors</li> <li>Names of key people in your company and your competitors’ companies (your CEO, spokesperson, etc.)</li> <li>Campaign names or keywords</li> <li>Your branded hashtags and those of your competitors</li> <li>Unbranded hashtags related to your industry</li> </ul> <p>You can also monitor common misspellings and abbreviations.</p> <h3 class="wp-block-heading"><a id="post-470628-_tnwgftbmi7b7"></a>2. Listen in the right places</h3> <p>Part of discovering what your audience has to say about you is learning where they have their conversations.</p> <p>You need to know where people are talking about you and your industry and how those conversations vary across networks.</p> <p>For example, do they praise you on Instagram but voice complaints on X/Twitter?</p> <p>This behavior will help you optimize your marketing strategy for joining relevant conversations through both organic engagement and<a href="https://blog.hootsuite.com/social-media-advertising/"> paid advertising</a>.</p> <h3 class="wp-block-heading"><a id="post-470628-_ax1wv824pwx"></a>3. Narrow your search</h3> <p>Once you’ve determined which terms and networks you should monitor, you can use more advanced search techniques to filter your results.</p> <p>For example, depending on your market, you might want to limit your social listening efforts by geography. You won’t be concerned about the social media conversation in Greece if you run a local business in Iowa.</p> <h3 class="wp-block-heading"><a id="post-470628-_hfj1d4wkn3l0"></a>4. Share what you learn</h3> <p>Social listening provides a wide range of useful information for your whole company.</p> <p>The customer service, content marketing, and product development teams could all benefit from what you learn while listening on social media. Make sure to communicate your insights and seek input from those teams, too. They might have specific questions you could answer by tweaking your social listening setup.</p> <h3 class="wp-block-heading"><a id="post-470628-_f72mzphhwpl2"></a>5. False positives are okay (within reason)</h3> <p>When you set up a query to monitor for a specific keyword or phrase, some posts that might not be relevant will sneak into the results. We call these false positives.</p> <p>It’s okay to see a few of these within reason. Hootsuite’s social media marketing team tries to get false positives below the 5% threshold.</p> <p>Work to refine your search queries so that the majority of your results match what you’re looking for.</p> <h2 class="wp-block-heading"><span id="Social_listening_strategy_examples_from_brands_you_love">Social listening strategy examples from brands you love</span></h2> <p>We’ve pulled together a few social listening examples to show you the concept IRL.</p> <h3 class="wp-block-heading"><a id="post-470628-_hrprgrn67yxn"></a>1. Spotify</h3> <p>Spotify has an entire Twitter account and website dedicated to customer conversations. This type of social listening allows people to come directly to them.</p> <figure class="wp-block-image size-large is-resized"><a href="https://twitter.com/SpotifyCares/status/1798343139029029308?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1798343139029029308%7Ctwgr%5Ecf25b13e97f118b18146abc733219d10967008d3%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fblog.hootsuite.com%2Fwp-admin%2Fpost.php%3Fpost%3D108860action%3Deditlang%3Den" target="_blank" rel="noreferrer noopener"><picture loading="lazy" decoding="async" class="wp-image-488665" style="width:620px;height:auto"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-spotify-620x200.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-spotify-310x100.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-spotify-768x248.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-spotify.png.webp 954w" sizes="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" decoding="async" width="620" height="200" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-spotify-620x200.png" alt="spotify cares social listening" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-spotify-620x200.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-spotify-310x100.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-spotify-768x248.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-spotify.png 954w" sizes="auto, (max-width: 620px) 100vw, 620px"/> </picture> </a></figure> <p><em>Source: <a href="https://twitter.com/SpotifyCares/status/1798343139029029308?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1798343139029029308%7Ctwgr%5Ecf25b13e97f118b18146abc733219d10967008d3%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fblog.hootsuite.com%2Fwp-admin%2Fpost.php%3Fpost%3D108860action%3Deditlang%3Den" rel="nofollow">SpotifyCares on X</a></em></p> <p>The Spotify Cares account also monitors tagged <em>and </em>untagged mentions, so they never miss an opportunity to offer support.</p> <h3 class="wp-block-heading">2. McDonald’s Canada</h3> <p>In 2023, McDonald’s limited edition Grimace shake took over the internet, but Canadian consumers missed out on all the fun — and weren’t quiet about voicing their displeasure.</p> <figure class="wp-block-image size-large"><a href="https://twitter.com/battleguitar/status/1673767063100485633?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1673767063100485633%7Ctwgr%5E3206773fac5db9a93ae8580eef55be4f5a7e7bfe%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fblog.hootsuite.com%2Fwp-admin%2Fpost.php%3Fpost%3D108860action%3Deditlang%3Den" target="_blank" rel="noreferrer noopener"><picture loading="lazy" decoding="async" class="wp-image-488670"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-mcdonalds-1-620x200.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-mcdonalds-1-310x100.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-mcdonalds-1-768x248.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-mcdonalds-1.png.webp 954w" sizes="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" decoding="async" width="620" height="200" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-mcdonalds-1-620x200.png" alt="social listening mcdonalds 1" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-mcdonalds-1-620x200.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-mcdonalds-1-310x100.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-mcdonalds-1-768x248.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-mcdonalds-1.png 954w" sizes="auto, (max-width: 620px) 100vw, 620px"/> </picture> </a></figure> <p><em>Source: <a href="https://twitter.com/battleguitar/status/1673767063100485633?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1673767063100485633%7Ctwgr%5E3206773fac5db9a93ae8580eef55be4f5a7e7bfe%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fblog.hootsuite.com%2Fwp-admin%2Fpost.php%3Fpost%3D108860action%3Deditlang%3Den" rel="nofollow">battleguitar on X</a></em></p> <p>Luckily, McDonald’s Canada was listening. In 2024, they brought the purple shake north of the border.</p> <figure class="wp-block-image size-large"><a href="https://www.instagram.com/p/C69ANdvOptD/" target="_blank" rel="noreferrer noopener"><picture loading="lazy" decoding="async" class="wp-image-488675"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-mcdonalds-2-620x455.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-mcdonalds-2-310x227.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-mcdonalds-2-768x563.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-mcdonalds-2-1536x1126.png.webp 1536w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-mcdonalds-2.png.webp 1626w" sizes="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" decoding="async" width="620" height="455" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-mcdonalds-2-620x455.png" alt="social listening mcdonalds 2" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-mcdonalds-2-620x455.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-mcdonalds-2-310x227.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-mcdonalds-2-768x563.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-mcdonalds-2-1536x1126.png 1536w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-mcdonalds-2.png 1626w" sizes="auto, (max-width: 620px) 100vw, 620px"/> </picture> </a></figure> <p><em>Source: <a href="https://www.instagram.com/p/C69ANdvOptD/" rel="nofollow">McDonald’s Canada on Instagram</a></em></p> <p>Way to pay attention, Ronald McDonald.</p> <h3 class="wp-block-heading">3. Samsung</h3> <p>Social listening isn’t just about noticing what your customers want, either. Sometimes, it means paying attention to what your competition’s customers <em>don’t </em>want.</p> <p>After Apple’s “Crush” iPad ad went viral for all the wrong reasons…</p> <figure class="wp-block-image size-large"><a href="https://twitter.com/neilcybart/status/1788687035105960309" target="_blank" rel="noreferrer noopener"><picture loading="lazy" decoding="async" class="wp-image-488680"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-apple-crush-620x652.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-apple-crush-310x326.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-apple-crush-768x807.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-apple-crush.png.webp 936w" sizes="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" decoding="async" width="620" height="652" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-apple-crush-620x652.png" alt="apple crush social listening example" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-apple-crush-620x652.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-apple-crush-310x326.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-apple-crush-768x807.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-apple-crush.png 936w" sizes="auto, (max-width: 620px) 100vw, 620px"/> </picture> </a></figure> <p><em>Source: <a href="https://twitter.com/neilcybart/status/1788687035105960309" rel="nofollow">Neil Cybart on X</a></em></p> <p>…Samsung capitalized on the trending conversation with their own version of the ad. </p> <figure class="wp-block-image size-large"><a href="https://twitter.com/SamsungMobileUS/status/1790824457365594487" target="_blank" rel="noreferrer noopener"><picture loading="lazy" decoding="async" class="wp-image-488685"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-samsung-crush-620x555.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-samsung-crush-310x278.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-samsung-crush-768x688.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-samsung-crush.png.webp 940w" sizes="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" decoding="async" width="620" height="555" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-samsung-crush-620x555.png" alt="samsung social listening response to apple" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-samsung-crush-620x555.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-samsung-crush-310x278.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-samsung-crush-768x688.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-listening-samsung-crush.png 940w" sizes="auto, (max-width: 620px) 100vw, 620px"/> </picture> </a></figure> <p><em>Source: <a href="https://twitter.com/SamsungMobileUS/status/1790824457365594487" rel="nofollow">Samsung Mobile on X</a></em></p> <h3 class="wp-block-heading">4. Airbnb</h3> <p>When influencer Alix Earle’s summer vacation rental turned out to be a scam, the popular creator turned to TikTok for help.</p> <figure class="wp-block-image size-large"><a href="https://www.tiktok.com/@alixearle/video/7236167748819406126" target="_blank" rel="noreferrer noopener"><picture loading="lazy" decoding="async" class="wp-image-488690"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb-620x970.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb-310x485.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb-768x1202.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb-981x1536.png.webp 981w, https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb.png.webp 1108w" sizes="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" decoding="async" width="620" height="970" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb-620x970.png" alt="alix earle on tiktok social listening example" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb-620x970.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb-310x485.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb-768x1202.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb-981x1536.png 981w, https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb.png 1108w" sizes="auto, (max-width: 620px) 100vw, 620px"/> </picture> </a></figure> <p><em>Source: <a href="https://www.tiktok.com/@alixearle/video/7236167748819406126" rel="nofollow">Alix Earle on TikTok</a></em></p> <p>Luckily, Airbnb was listening.</p> <p>They came to the rescue <em>fast</em>, quickly offering an alternate place for Earle and her friends to stay. </p> <figure class="wp-block-image size-large"><picture loading="lazy" decoding="async" class="wp-image-488695"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb-2-620x970.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb-2-310x485.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb-2-768x1202.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb-2-981x1536.png.webp 981w, https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb-2.png.webp 1108w" sizes="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" decoding="async" width="620" height="970" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb-2-620x970.png" alt="" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb-2-620x970.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb-2-310x485.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb-2-768x1202.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb-2-981x1536.png 981w, https://blog.hootsuite.com/wp-content/uploads/2024/08/alix-earle-social-listening-airbnb-2.png 1108w" sizes="auto, (max-width: 620px) 100vw, 620px"/> </picture> </figure> <p><em>Source: <a href="https://www.tiktok.com/@alixearle/video/7236783525163257134" rel="nofollow">Alix Earle on TikTok</a></em></p> <p>Not only did Alix Earle get a beautiful new vacation rental, but Airbnb managed to generate some serious goodwill among the creator’s 6M+ TikTok followers. </p> <p>All thanks to the power of social listening!</p> <p><strong>Hootsuite makes it easy to monitor keywords and conversations on social media, so you can focus on taking action on the insights available. Try it free today.</strong></p> <p><em>With files from <a href="https://blog.hootsuite.com/author/christina-newberry/">Christina Newberry</a> and <a href="https://blog.hootsuite.com/author/hannah-macready/">Hannah Macready</a>.</em></p> <div id="sidebar-right" class="not-prose absolute top-0 h-full max-[1050px]:hidden"> <div class="w-[264px] gap-8 flex flex-col relative h-full"> <div class="side-rail-container"> <div class="side-rail-cta-inner-wrapper"> <div class="side-rail-cta style-default rail-light">  <p><strong>All your social media analytics in one place</strong>. 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She spent the first six years of her career in award-winning agencies like Major Tom, writing for social media and websites and developing branding campaigns. Following her agency career, Colleen built her own writing practice, working with brands like Mission Hill Winery, The Prevail Project, and AntiSocial Media.</p> </div> </div> <div class="flex justify-end mt-4"> <span class="text-base"> <a class="rounded btn btn-sm btn-lake" href="https://blog.hootsuite.com/author/colleen-christison/"> Read more by Colleen Christison </a> </span> </div> </div> </div> </div> </section> <section class="p-8 lg:p-12"> <div class="max-w-screen-xl mx-auto"> <h2 class="mb-8 text-3xl font-bold"> Related Articles</h2> <div class="grid gap-6 grid-cols md:grid-cols-2 lg:grid-cols-4"> <article id="post-182996" class="flex gap-4 flex-col"> <figure class="m-0"> <a href="https://blog.hootsuite.com/social-media-trends/"> <picture class=" wp-post-image"> <img width="556" height="556" src="https://blog.hootsuite.com/wp-content/uploads/2024/11/Social-Media-Trends-2025-556x556.png" class="attachment-hootsuite_2020_post_featured_image 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