Ulrik Bo Larsen says, “Today, the customer journey is no longer happening merely on your e-commerce website or in your physical store. Rather, it is largely made up of instances of knowledge-sharing and conversations that are happening outside of your brand’s owned channels.

And that’s true of almost every stage of the customer journey—from research, to discovery, to consideration, to brand advocacy.

As social media becomes increasingly important to both ensuring a memorable customer experience and mapping the customer journey, marketers are using social listening to help formulate their strategy, gathering this type of data for three key reasons:

  1. Market research and consumer insights: Marketers find key conversations on social channels that should be monitored for insights, or identify conversations/new target markets to stimulate brand discovery.
  2. Customer engagement: Brands identify and participate in one-on-one conversations with customers and potential customers, often outside of the brands’ owned channels”.

Social Listening in 2017: The Next Frontier in Social Media

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