7 Social Listening Tips to Gain Insight into Customer Conversations

7 Social Listening Tips to Gain Insight into Customer Conversations
7 Social Listening Tips to Gain Insight into Customer Conversations

There’s more to social media marketing than just posting relevant content — you also have to listen to what your audiences are saying. Social listening means taking a proactive approach to monitoring the conversations around your brand.

Why social listening matters

Social listening is an important component of audience research, mainly in analyzing audience sentiment towards your brand — that is, knowing how they feel about you, not just what they think about you.

Most importantly, social listening helps you gain more insight into customer conversations. It helps you to:

7 social listening tips to gain insight into customer conversations

1. Know what to listen to

The first point to take care of is to know what exactly to pay attention to:

2. Look outside of your circle

It’s also important to consider conversations about your brand outside of your own circle (by “circle,” we mean comments on your posts, direct messages, and direct mentions).

Looking outside of your circle means paying attention to conversations or comments where:

3. Keep tabs on the latest trends, news, and influencers related to your industry

Stay relevant by keeping abreast of what’s trending in your industry. By doing so, you get insight into the following:

Join in conversations and causes that matter to your audience — this gives them the impression that you listen not just about your brand but also about the community as a whole.

Another thing to take note of are social media influencers who are popular in your industry. They can become potential brand partners, with whom you can collaborate with. Partnerships with influencers can greatly increase your reach.

4. When listening, empathize with your audience’s sentiments

The value of listening is found when you empathize. Determine the sentiment of the conversation — is it positive or negative?

Empathizing also leads to more effective resolutions to customer concerns, and to more valuable engagement.

5. Take note of what competitors are doing

Competitor analysis is important for every marketing strategy, and social listening can refine your analysis even further. See what works and what doesn’t for them:

6. Be prompt in responding

One of the most valuable uses of social listening is in providing great customer service.

If you listen proactively and not wait for users to directly message you or mention you, you can promptly assuage any negative sentiments before it escalates.

Be prompt in responding, ideally within 30 minutes, or at most within 24 hours. Most importantly, respond to every query with the same promptness, whether they are positive or negative.

Acknowledge and thank positive comments about your brand. Proactively join in conversations of would-be customers inquiring about your products or services or looking for something that’s similar to your offerings.

7. Use the right tools

Lastly, use the right tools. Luckily, most major social media platforms have built-in features that you can use for social listening:

If you have room in your budget for more sophisticated third-party tools, we’ve listed some of the most popular options. These tools can automate social listening for you, as well as provide you with more detailed insights about the conversations around your brand:

Social listening tools, bundled into their social media management offering:

Social listening tools, focused solely on social listening features:


There’s a lot involved in social media marketing, as it’s highly dynamic especially now that more and more users are reliant on social media not just for personal socialization but also as a platform to connect with brands.

Social listening is important now more than ever, and we’ve provided you with strategies on how to effectively listen and monitor what people say and feel about your company.

Do you have more questions about social media? Check out our articles on our blog: https://www.ilfusion.com/blog

Written by

Ilfusion Inc. is a full-service creative agency located in Fort Worth, TX with talents in web, design, video, social media and marketing consultation.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store