With consumer discourse increasingly taking place on public platforms, social listening tools will soon become an essential marketing practice for conducting both audience and market research. As more marketing teams begin to pair continuous listening capabilities with social media data for audience and market analysis, those that don’t will begin to find themselves at a major disadvantage.
In addition, audiences today expect rapid response customer support and customer care through social media channels, making a social listening solution a necessity for customer support and community management in 2021.
The question going forward is not whether or not brands will need to adopt a listening solution – social listening will undoubtedly become an indispensable marketing function for most consumer-facing brands, especially as listening technology continues to improve. The effectiveness and efficiency in which marketing teams can leverage their listening capabilities will be the differentiating factor in the future, and having a tool with the right capabilities is only one piece of the puzzle.