Expert Paper on Social Listening in Business Management

Expert Paper 5
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Expert Paper 5
Social listening in the business management context refers to the process of analyzing conversations and developments occurring not just around a brand but across the industry in general and applying those insights to guide marketing decisions. Social listening is crucial because it allows a company to understand what its customers on social media are saying about its brand, products, and competitors and develop marketing campaigns that better align with its customers’ interests and likes. This essay will explain the process of social listening in a manner that helps someone else apply the concept to audience research and enhance marketing decisions.
The process of social listening to attain applicable brand, competition, and industry insights involves first identifying prevalent conversations using related popular hashtags and monitoring the channels for mentions of the brand, products, competitors, and industry trends. It also entails entering these conversations by engaging community users in a positive and meaningful way to understand the overall perception of the brand and industry. Social listening is also about tracking metrics using network search features like Hootsuite, Spredfast, Sprout, Bit.ly, among others (Student, Inc., 2016). In order to gather as much information, it is best to start monitoring popular and current conversations revolving around the brand, product, competitors, and industry trends.
Since most users avoid mentioning companies when talking about them, popular hashtags that resonate with the company and industry on social media channels can provide critical insights. Using keywords specific to the company and industry, a company can identify related content, analyze consumer sentiments, and even engage with the target audience pos...