“Social media listening” involves monitoring and analyzing online conversations about a brand, industry, or competitors. This practice allows marketers and brand managers to gain insights into customer sentiment, preferences, and trends. By paying attention to social media mentions and interactions, brands can proactively address customer concerns, adapt their strategies, and enhance their reputation. Additionally, social media listening can inform product development and marketing campaigns, making it a vital tool for reputation management and customer relationship building in today's competitive landscape.