Social media listening (social media measurement) is part of the audience research process. It allows brands to track, analyze and respond to conversations online. The key part of this activity is to keep tabs on social media sentiment towards the brand. This helps understanding how people feel about the brand, to keep marketing and product development efforts on track.
Social Media Listening includes monitoring different social media platforms for mentions of the brand and other for keywords relevant to the business. Next is to analyze the information gathered adjust strategy if necessary and take action.