Social Listening

Monitoring the various platforms that encompass social media is a continuous process. It demands that the practitioner observe with far more than just a passing interest. Merely noting the number of conversations, mentions, or discussions taking place relative to a given business, brand, or product is not enough.

One must also take into account the public’s sentiment about the business, brand, or product. This kind of eavesdropping on the public's virtual conversations has become a critical 'listening post' for many organizations. With the advent of Web 2.

0, our world is now populated with virtual water coolers where people gather to socialize. Listening posts allow organizations to understand the dynamics of such spaces and what is being said about them within those spaces.