Brands are built by having good products. They are built when they go above and beyond when solving customer problems. They are built by passionate customers that share an emotional connection and then tell others about their experiences.
But you’ll never know that these people even exist if you aren’t listening.
Social listening is still pretty new, despite the hundreds of blog posts about the topic. The short evolution over the last 5 – 7 years started with listening to brand sentiment and monitoring brand mentions using outdated technologies like Nielsen Buzz Metrics.