Brands are using social media listening platforms primarily to improve customer service, reach new audiences, get feedback on products/services, and monitor questions/concerns, according to a recent report from Clutch.

The report was based on data from a survey of 300 people at companies with 100+ employees; those polled use a software tool for social media listening/monitoring; 74% of them work for B2C firms, and 26% work for B2B firms.

Respondents who use social media listening/monitoring tools say the main objectives for doing so are to improve customer service (21% cite as a goal) and to reach new customers (21%).

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji