Why Social Listening Matters to Your Business

When it comes to your brand’s reputation, social media can be your best friend or your worst enemy. Regardless of the industry or size of your business, chances are people have been or are currently talking about you on Facebook, Twitter, Instagram, LinkedIn or other social media channels. Cultivating a positive reputation and following discussions on social media is vital to the success of all companies, and social listening is a valuable tool for this practice. If your business isn’t utilizing social listening tools, now is the time to start. 

What is Social Listening?

There are two components that make up the practice of social listening. The first part is scanning social media channels for any conversations that involve your brand as well as your competitors and any other keywords related to your business. The second part is studying these results and determining what actions need to be taken. Taking action is what separates social listening from social media monitoring, which is a practice that is focused solely on collecting data from your social media channels such as engagement and reach.   

These components work hand-in-hand to allow you to deliver the messages that your target audience needs to hear. Without monitoring your social channels you’ll never know the conversations that are already taking place, and without taking action that monitoring won’t lead to the results you crave (positive engagement, lead generation and, ultimately, new business). 

Why is Social Listening Important?

The benefits of social listening speak for themselves. People are already talking about your brand and your industry online, and you won’t be able to engage with your target audience and identify their needs without listening. Engagement is an important aspect of your social media presence. Whether they’re asking a specific question or giving you a positive shout out regarding your product or service, your audience will appreciate your responses. People like to know their voice is being heard. 

Social listening also allows you to assess your performance as a brand. If you’re seeing overall positive conversations about your business, keep up the good work and join in on the conversation when possible. If you’re seeing complaints or concerns about your business, listening and understanding from their point of view will reveal any changes that you need to make to your business strategy. We all think we’re doing a good job, but without listening to what others are saying, it’s impossible to know the true reaction. 

Content Marketing Strategy That Gets Results

Jump on a 1-hour Zoom call with two of our senior team members who will help you brainstorm cost-effective and efficient strategies for you to continue to sell, market and connect with your customers.

Schedule Now

How Can You Use Social Listening?

The revelation of your audience is one of the key benefits of social listening. Through this practice, you will gain an understanding of the likes and dislikes of this audience and how you can effectively reach them. It also paints a picture of what your audience is saying about others in your industry. Knowing what people are saying about your competitors is equally as important because it gives you valuable insights into where you fit in the marketplace. If you see a positive conversation about one of your competitors, there may be an opportunity for you to implement something similar. If you see a negative conversation about one of your competitors, you’ll have a better chance of preventing that outcome for your own business. Knowing what not to do is just as necessary as developing a plan that works. 

Analyzing the chatter about your industry can also identify influencers or advocates to potentially partner with your business. Pay attention to who is talking about your industry, specifically those that have a large following; these experts can be beneficial in your marketing efforts. Just make sure that they disclose that they are being paid for any posts that publish on your behalf, lest you be involved in another Fyre Festival controversy. 

Social Listening Tools

While many of you are likely already active on social media, knowing where to look, how to analyze the data and implement any necessary changes can be a daunting task. Luckily, there are many tools available to assist you in social listening, including Hootsuite, Mention, HubSpot and Sprout Social. If you find yourself overwhelmed by the statistics, consider a subscription to one of these services so you can focus your time and energy on content creation. 

As we usher in a new year, now is an ideal time to improve your social listening efforts. Compile the data from your previous conversations, determine what worked and what didn’t and, most importantly, share this information with the rest of your team. Everyone needs to be on the same page to ensure that your business strategy along with any social media efforts are accomplishing the goals you set for the year. 


Marketing / Communications

We help one of the world’s best brands increase sales and guest counts through reputation management and content marketing that successfully maximizes paid media efforts.

Find out how.


Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring an Assistant Account Executive! 

Assistant Account Executive Job Description: 

As an Assistant Account Executive, the staff member will assist the team in the execution of client activities and be exposed to all aspects of the basic services offered at the agency.

Main Responsibilities

  • Develop complete, accurate and effective lists using multiple information sources based on the agency’s resources. (Cision, online resources, etc.).
  • Write/prepare pitches, backgrounders, executive communications and various reports (as appropriate by service function) with supervision from the manager.
  • Effectively pitch and place stories for clients, with an emphasis on placement results (particularly local and regional media). (Digital-specific team members excluded).
  • Be adept at engaging in and creating content for digital media campaigns, including social media, paid campaigns (including early stages of copywriting), e-newsletters, etc.
  • Monitor for trends/marketing/story/lead opportunities that are client- or service-related. Keeping a consistent pulse on the industry trends within your client’s base.
  • Support special events such as media tours, receptions, luncheons, trade shows, grand openings, etc. 
  • Participate in group brainstorming sessions.
  • Continue advancing skills for InDesign, Photoshop and/or WordPress, as well as grasping overall design best practices (depending on position/department).
  • Continue advancing skills in agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Maintain relevant Google certifications for AdWords, GDN, Analytics or otherwise, adding at least one additional certification. (Digital team only)
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.


Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position