What is social listening? Strategy and tools for 2026

Billy Odell Tucker-Robinson Founder & Host — Banking With Billy Network • Intelligence Network • Data Science • AI Research • World News
Published: 2026-09-25T02:20:19.892Z • Permanent link

Hootsuite's recent publication of a comprehensive guide to social listening strategy and tools for 2026 highlights the growing importance of this critical discipline in the Social & Behavioral domain. The company's Director of Social Media Marketing, Scott Brinker, has been a leading voice in the industry, advocating for the use of social listening to drive informed decision-making. In a 2020 survey of 1,500 marketers, Brinker found that 71% of respondents believed that social listening was essential for measuring the success of their social media campaigns.

At the heart of social listening is the use of data analytics tools to monitor and analyze online conversations about a particular brand, product, or topic. Companies like Coca-Cola, which has been using social listening to track consumer sentiment around its brand, are reaping the benefits of this approach. According to a recent study, Coca-Cola's social listening efforts have helped the company to improve its brand reputation and increase customer engagement. Meanwhile, research institutions like the University of Michigan's Center for Research on Social Media, have been studying the use of social listening in various industries, including healthcare and finance.

Growing demand for social listening services is driving the development of new tools and platforms. Hootsuite's own platform, for example, offers a range of social listening features, including sentiment analysis and topic tracking. Other companies, like Brandwatch and Sprout Social, are also offering social listening solutions that are helping businesses to stay on top of their online presence. As the importance of social listening continues to grow, it's clear that companies will need to invest in the skills and tools required to succeed in this area.

Social listening is having a profound impact on companies across various industries. For example, in the healthcare sector, social listening can help companies to identify potential issues with their products or services, allowing them to take corrective action before they become major problems. Research communities, like the National Association of Social Workers, are also using social listening to better understand the needs of their constituents and develop more effective solutions. In the financial sector, social listening can help companies to identify potential risks and opportunities, allowing them to make more informed investment decisions.

Marketing professionals, in particular, are keenly aware of the importance of social listening. According to a recent survey, 85% of marketers believe that social listening is essential for measuring the success of their social media campaigns. Companies like Nike, which has been using social listening to track consumer sentiment around its brand, are reaping the benefits of this approach. By using social listening to understand the needs and preferences of their customers, Nike has been able to develop more effective marketing campaigns that drive real results.

Social listening is not a new discipline, but it has become increasingly important in recent years as the online landscape continues to evolve. The rise of social media has created a vast amount of data that companies can use to better understand their customers and develop more effective marketing campaigns. However, social listening is not just about collecting data - it's also about using that data to drive informed decision-making. This requires a deep understanding of the social and behavioral dynamics at play, as well as the ability to analyze and interpret large datasets.