What is social media listening?
What is social media listening?

What is social media listening? [+ Tools you can use]

We think that social media listening will be a topic to talk about in the next few months, although a lot of businesses are already trying to understand the concept.

Google and Twitter have rekindled a past deal from 2011, where Twitter allowed the search giant access to its firehose. The deal aims to make it easier to find tweets online, which are indexed by the search engine after posting.

What is social listening, and how can it help?

Social listening is reliant on the metrics on what is being said about your brand, positive and negative, it is how the business is dealing with issues and how they are using feedback to grow and give customers what they want.

Social media listening is all about awareness and response, listening to customer needs and responding to them in the best way possible.

Using social listening to benefit the business

The best way to make good use of social listening is to be proactive as a business and create noise, ask customers how they perceive the products and services, go out there and get feedback, then act on it.

Social media monitoring tools help by crawling sites continuously and indexing them. Twitter, for example, is a social media platform that is crawled in real-time.

The best tools will help find specific mentions and words or phrases to help you stay alert and aware of anything related to your business.

You will have to keep in mind that only those tweets that are publicly shared will be crawled. Finding a tool that does not include spam queries will also help a business to sieve out the irrelevant data and allow the business to focus on more relevant searches.

Social Media Listening Tools

Social listening tools can offer a range of features, from just monitoring to collecting data for reporting and research to aid in decision-making. It helps to build on your social community, to start conversations with your customers and increase shares and mentions.

#1. BuzzSumo

BuzzSumo allows you to see the number of impressions and shares certain posts have with a domain. Additionally, it’s a great tool for analyzing your brand’s Facebook. It helps you gain insights about each Facebook post, as well as what types of posts garner the best results. It can even go as far as telling you what days and times of the week to post and what the ideal lengths your posts should be.

Buzzsumo has a content discovery tool that identifies your most popular posts across different social media channels. It also includes a curation tool that organizes shared content in order of significance. This way, management can quickly access the most important information without digging through irrelevant posts.

Buzzsumo can be connected to Facebook, Twitter, Instagram, Pinterest, and Reddit.

#2. Mention

Mention - Social media listening
Mention – Social media listening

Mention has the capacity to track millions of content sources across 42 languages, so you can monitor your brand mentions all over the world.

You can also select what content you’d like to tune out, so you’re only paying attention to trends that matter. With a competitive analysis tool that lets you compare your brand across two or more competitors, you can ensure your content is always greater in relevance to your users than competitors.

#3. Awario

Awario - Social media listening tool
Awario – Social media listening tool

Awario is a social listening tool that’s focused on building brand awareness. It does this by tracking keywords in all languages from all over the world.

This solution is great for companies that are trying to grow their international customer base through social media engagement. The platform provides businesses with everything they need to not only monitor and respond to comments but also to build meaningful relationships with their target audience.

#4. Hootsuite

Hootsuite - Social media listening tool
Hootsuite – Social media listening tool

Hootsuite allows you to view all your messages, comments, and brand mentions across several social channels in one concise dashboard from which you can respond to them all.

You can also track influencers and leads in lists that can be imported and shared with others in your company. Hootsuite offers three different plans so you can find the perfect solutions and strategies to fit your business’s needs.

Hootsuite is compatible with Facebook, Instagram, Twitter, Youtube, LinkedIn, and Pinterest. It also supports a variety of social network integrations that can link external accounts to your Hootsuite interface.

#5. Buffer

Buffer - Social Media Listening Tool
Buffer – Social Media Listening Tool

Buffer is a popular social media management tool that creates an omnichannel experience for your social media and community teams.

With Buffer, you can post content and engage directly in the replies from one centralized dashboard through a shared inbox. Buffer makes it easy to find the conversations that matter most, to join conversations right away, and to delight your audience. 


Another great tip; using the social listening method you can keep an ear on your competitors. What are they doing well? What aren’t they doing so well? How can you do better?

You can learn more about social media monitoring, and become an expert in knowing which tools work best and which ones to avoid.

With so many advancements and changes in social media platforms, keeping on top of what to do and how to take appropriate action can be very beneficial to the business.

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