brand glossary: social listening

Social listening is a category of market research that involves identifying and assessing what is being said about a company, individual, product, or brand across all social media channels, including Facebook, Twitter, blogs, forums, news sites, video sites, and photo sites. Information is then collected, filtered, and analyzed to provide real-time research that a business can use for intelligence. Great social listening does more than measure sentiment and mentions, but delves deeper to find meaningful insights about a brand’s conversation and impact in the marketplace.

See also: Brand Playback