Did you know 75 percent of organizations don’t know where or how their key audiences are talking about them? That’s kind of a shocking number when you think about how many people use social media – 69 percent of Americans according to Pew Research Center – and when you realize less than 10 percent of tweets directly mention a brand.
To help companies know what conversations are out there, more marketers are turning to social media listening.
Before we get into why it matters, let’s back up and discuss what social media listening is. According to Sprout Social, social listening involves “tracking conversations around specific phrases, words or brands, and then leveraging them to discover opportunities or create content for those audiences.”
What’s important to…