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Businesses engage in social media listening to both find new customers and better service their existing customers, according to recent research from UpCity.

The report was based on data from a survey of 600 business professionals in the United States and Canada.

US respondents say they use social media listening—defined in the report as monitoring social networks for brand mentions—most to attract new customers (17% cite as their primary motivation), provide better customer service (16%), and better understand customer preferences (16%).

Reasons businesses use social media listening

The solutions used most by respondents for social listening are Hubspot (14% say they use) and Hootsuite (10%)

Most popular social listening tech solutions

Facebook is the social network respondents say they monitor most often with social media listening tools (11% cite as their top platform).

Social networks monitored most often by social listening tools

Some 38% of respondents say their firm was performing social listening prior to the COVID-19 pandemic, and 29% say their firm began after the pandemic started.

When businesses started social listening as related to the covid pandemic

About the research: The report was based on data from a survey of 600 business professionals in the United States and Canada.

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ABOUT THE AUTHOR

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