Social media monitoring, or listening, involves searching for phrases, keywords, or hashtags for the purpose of tuning in to social conversations. It helps you understand what is being said and where it is being said. It involves identifying the conversations relevant to you and your business, and using that information to inform how, where, and when to engage.

It is important to listen and observe the community — how influence is expressed, interactions between members, and the tone of the conversation — before jumping in to start or continue the dialogue.