Listening does not refer only to social listening , also known as listening , where keywords are searched to reveal the most common topics related to a brand or a particular topic.
This invitation to listen suggests making an analysis of a brand’s own spaces (knowing what happens on its website , in its app , in its social network profiles , etc.), the analysis also extends to the spaces gained (the positioning of the brand in search engines , the identification of conversations outside their profiles, etc.), and finally, an analysis of the industry to which the brand belongs (through academic documents, studies, reports, knowing what happens with the competition, in which spaces it has a presence , what topics it talks about, etc.).
By listening we understand what customers value . We are faced with the reality of their opinions and that is the main input to know how we will create value for them .