Social listening is a process where you listen online for people talking about your brand and other topics that are relevant to you, including what is being said about your competitors. Businesses, towns and cities should listen to, learn from, and react to the digital conversations happening around them.

Your reaction should include joining relevant conversations online, commenting on posts and responding to people mentioning you or a topic relevant to you.

By engaging people in personalised conversations, listening can increase sales, conversion rates, and deliver insights to improve product design, marketing, and the overall customer experience.

Listening online should also influence your business strategy - listening to what people want from your business (or type of business) is key to ensure that you provide something a customer wants.

Social listening will also help you to identify relevant influencers to engage with.

For more great tips, take a look at Who do you admire on social? and Trending.

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