Social Listening allows a company to understand more about how their brand is being perceived by their target audience. By doing this, they can discover more about their audience, detect new leads, identify top influencers, and recognize issues their customers might be facing.
As an example of social listening in action, take a look at this Netflix advertisement.
Netflix realized that people on Twitter were talking about how they frequently fall asleep while binging episodes. When they woke up, they had no idea what happened to the characters in their beloved show.
As a response, Netflix created socks that can sense when a person falls asleep. The socks automatically pause the show so the viewer will know exactly where they left off when they wake up.
This is just one example of how brands can use social listening to solve issues and connect more with their customers.