The average person reportedly spends one hour and 50 minutes on social media per day.

Whether this time is spent commenting on articles, talking to friends or on internet forums – it contributes to the inordinate amount of conversation that takes place online.

The average person reportedly spends one hour and 50 minutes on social media per day.

Tapping into this conversation can be hugely valuable for brands, particularly when it comes to gaining insight into how people feel about a company or its products. This practice is known as social listening; it typically involves scanning social networks and other websites for specific keywords or phrases, analysing the data to uncover sentiment, and generating actionable insight.

Here’s an overview on social listening tools, the benefits, and some interesting use cases.