Why and How Businesses Engage in Social Media Listening

Social Media Marketing — Tue., Jul. 26, 2022

Businesses are utilizing social media listening to find new customers and better service existing ones, according to UpCity's recent research. US respondents say they use social media listening for attracting customers (17%), providing better customer service (16%), and understanding customer preferences (16%). Popular solutions used are Hubspot and Hootsuite, with Facebook being the network monitored the most (11%). Prior to the COVID-19 pandemic, 38% of respondents were using social listening and 29% began after the pandemic started.

The survey used to generate the research was based on 600 business professionals in the United States and Canada. US respondents prioritize social listening to attract new customers and provide better service. The most popular tools used are Hubspot and Hootsuite and Facebook is the top platform monitored.

The survey found that before the COVID-19 pandemic, 38% of respondents were using social listening and 29% began after the pandemic started. This research provides insights into the importance of social media listening for businesses to attract new customers and better service existing ones.

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