Social listening: the strategy that strengthens the brand with the public

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Listening to your audience and customers is essential to maintain a good relationship with them and the quality of the product and/or service. The social media monitoring strategy , for example, can be used to collect data on the public's relationship with the brand, through social media monitoring. The strategy has great features, but, taking it one step further, social listening can talk to customers in real time, creating a brand/public relationship that can be much more beneficial for business.

What is it?
Social listening consists of a set of tools that are designed and used to monitor social networks. It's basically listening to the conversation about your brand and ensuring instant responses, being part of that conversation.

By searching for keywords on social networks, blogs and news portals, social listening observes, records and analyzes everything that internet users are saying about your brand. Depending on the AQB Directory tools chosen for the strategy, it is possible to have a complete report on the world's view of your brand in the digital environment.

Social listening is often considered a crisis management tool, but one of its main objectives is to create a healthy relationship with the public , responding actively and in accordance with the data collected.

What's the difference?
Social media monitoring is a strategy much more focused on capturing data. Using similar tools, it is possible to capture information that generates similar reports. The main difference is that, while monitoring stores data in favor of future decision-making, listening is concerned with the here and now.



Social media listening represents a more proactive strategy, focused on responding to user conversations in a strategic way, participating in conversations and building personality and presence.

Using the insights recorded in the tools’ data and reports, listening can generate major impacts on the business. Participating in the conversation means improving the customer experience and presenting a closer relationship, characteristic of social networks, which are the main tool of contemporary marketing.

Through the social listening strategy, it is possible to know enough to make several other decisions, while actively participating in the relationship with the public. Loyalty, recovery with ready-made messages for inactive customers , upgrades in marketing strategies, security in crises... All these possibilities are open to the company that decides to try social listening.