Social listening: Monitoring conversations for better marketing

Alistair Roque Published on July 27, 2015

There’s no denying that listening to your prospective and current customers is one of the best ways to know which aspects of your business need to be enhanced.

Engaging with customers begins with understanding their opinions and the things that drive these insights. If you want to build stronger connections with your customers, you need to monitor consumer behavior effectively.

Businesses that have taken their marketing strategy to social networking sites can leverage their online presence through social listening. This practice aims to let brands gain valuable knowledge about their customers’ problems and motivations by monitoring their activities on the social web.

How does social listening work?

businessman listening with social media icons around him

Social media monitoring often involves the use of online tools that enable brands to keep track of what their customers say online. Most listening tools operate by crawling websites, especially social media sites, and indexing them.

Once indexed, the tools allow brands to analyze, monitor track online activities with the use of search features. The parameters that are commonly measured include statistics about the reach, impact, share, and derived actions of conversations about the brand.

Aside from keyword monitoring, other features of social listening tools include extraction of metadata, topic and trend analysis, query comparison, influencer profiling, sentiment analysis, and charting or visualization of results. Most features vary depending on which social media platform the listening tool was made for.

How does it lead to better marketing?

The result of knowing what your customers feel about your brand is faster correspondence. It helps take advantage of your social media coverage to connect with your customers and solve their problems immediately. With social listening, you can build strong online communities where every member can act as brand ambassador. From there, you can track conversations and identify prospective leads, and influencers in your industry.

With easy access to the conversations of your target audience, you can now have a better overview of the market. This can help you measure how great the demand for your product or service is. Social listening can be used to filter content across several platforms to know what buyers of similar products wish to change from the items that they buy. This not only lets you improve the features of your own product and market them better; it also lets you become aware of how your competitors are doing in terms of market reception.

businessman listening with social media icons around him

There are many social listening tools that you can choose from. The goal before picking a tool is always knowing what your business wants to measure.

Any social media campaign must have measurable outcomes. Once identified, you can now select the tool that can best lead you to the kind of information that you need.

Social listening lets you gather valuable insights that are essential to every aspect of your business, including your marketing strategy. This knowledge lets you create positive interactions and make changes based on data provided by social listening tools.

The best thing about listening to conversations on social media is that you don’t even have to ask people what they feel about your brand. You just have to choose the most suitable listening tool for your brand and use the gathered insights in managing your brand’s reputation and delighting your market.

Join us on facebook
Open Access BPO 16 hours ago
Delivering outstanding #CustomerSupport on over #SocialMedia promptly is essential for enhancing #CustomerSatisfaction and improving the overall brand experience.

But how can your brand consistently deliver on this crucial front?

Improve your customer interactions and build stronger connections on social media by reading all about it on our blog: https://buff.ly/sdjJ2A3

——————————
Give your brand a CX boost on the social web!
Outsource to a #CustomerService expert today: https://buff.ly/aBetHaO

#WeSpeakYourLanguage
#CustomerService #CSat
#CustomerExperience #CX
Open Access BPO 10 days ago
The world is getting smaller, and your customers come from all corners of it!
Partnering with a culturally diverse #CallCenter team isn't just the right thing to do, it's a smart business move.

Learn about the key benefits in our blog:
https://buff.ly/360SqHP

----------
Want a high-value #CustomerExperience for your diverse audience?

Let our multicultural teams help your brand break into international markets without worries.

Contact us today: https://buff.ly/59i7YD6

#WeSpeakYourLanguage
#CX #diversity #inclusion
Open Access BPO 10 days ago
Open Access BPO is kicking off our Pride Week, a dedicated series of events celebrating #PrideMonth. This initiative underscores our commitment to fostering a workplace culture built on #inclusion and #diversity.

Throughout the week, we've planned a series of meaningful activities designed to celebrate the #LGBTQIA+ community. We believe that fostering an environment where every individual feels valued and empowered is crucial for our collective success.

Our dedication to creating a safe and equitable space extends beyond this week, reflecting our ongoing commitment to a more inclusive future for all.

#WeSpeakYourLanguage
#PrideMonth #Pride2025 #UnitedByLove
#OneWithDiversity #PrideMonth2025
Open Access BPO 10 days ago
Open Access BPO is kicking off our Pride Week, a dedicated series of events celebrating #PrideMonth. This initiative underscores our commitment to fostering a workplace culture built on #inclusion and #diversity.

Throughout the week, we've planned a series of meaningful activities designed to celebrate the #LGBTQIA+ community. We believe that fostering an environment where every individual feels valued and empowered is crucial for our collective success.

Our dedication to creating a safe and equitable space extends beyond this week, reflecting our ongoing commitment to a more inclusive future for all.

#WeSpeakYourLanguage
#PrideMonth #Pride2025 #UnitedByLove
#OneWithDiversity #PrideMonth2025
Open Access BPO 11 days ago
Open Access BPO conducted Plant It Forward, a two-part tree-planting initiative, held in Laguna and Davao in May and June 2025.

Volunteers from both activities planted 300 Philippine indigenous trees, which were selected to help maintain the biodiversity in the area.

“This program is more than just planting trees; it’s about cultivating a culture of social responsibility within our organization and demonstrating our commitment to the communities where we operate,” said Joy Sebastian, Global VP at Open Access BPO.

This is only the start. Open Access BPO vows to continue investing in such environmental projects, affirming its core value of creating positive impact.

Read more about the green initiative here: https://buff.ly/HjTlHZC

#WeSpeakYourLanguage
#OABPOPlantItForward
#OABPOcares #IdeaHubOABPO
Open Access BPO 11 days ago
𝐀𝐝𝐝𝐢𝐧𝐠 𝐯𝐚𝐥𝐮𝐞 𝐭𝐨 #𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 𝐦𝐞𝐚𝐧𝐬 𝐠𝐨𝐢𝐧𝐠 𝐭𝐡𝐞 𝐞𝐱𝐭𝐫𝐚 𝐦𝐢𝐥𝐞 𝐟𝐨𝐫 𝐲𝐨𝐮𝐫 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬.
This means transforming basic interactions into meaningful connections.

It's the secret to building strong customer loyalty and driving business success by making customers feel valued and understood.

Dive deeper into what makes a truly value-added #CX and how it can significantly boost #CustomerLoyalty and overall business success: https://buff.ly/8Wxb9gw

——————————
Ready to transform your customer experience? Don't settle for less; elevate your #CX by partnering with a #CallCenter that truly goes the extra mile 24/7.

Learn how our dedicated team can enhance your customer interactions and drive loyalty.
Take the first step towards superior CX today: https://buff.ly/L6dUG5E

#WeSpeakYourLanguage
#CustomerSupport #BPO