Social media listening has become quite a hot topic, but many people still do not fully understand the value it can bring. This is partly because people do not always approach or structure social media listening around the appropriate business questions.
To really understand its value there are two important elements to consider. Firstly there is no point listening for the sake of listening. It is important to have clear business goals and objectives. What are you trying to achieve? What information do you need? Secondly, and just as important, how will you use this information? How will these insights be integrated into your strategy and decision making?