Social listening is a powerful tool for businesses to use to understand what is being talked about in their space, who is talking about them, what are the reactions, what are the questions being asked, and what are their competitors are doing. Social listening can help paint a clearer picture of the social landscape for any business, large or small. One of the most important aspects of social listening is that it can give insight into what’s happening in the conversation. The ability to identify trends in conversation can help to take steps to address negative feedback, while capitalizing on positive feedback. Social listening can also help identify influencers. Knowing who is giving you praise or criticism can help build relationships with influencers.