With so many conversations happening online that brands are missing, I wrote a piece breaking down how you can get started with social listening. Check it out below! 

Why you can’t do social media in 2026 without a social listening tool.

The current social media landscape:

People spend over two hours a day on social media, and they’re not just scrolling or posting. Platforms like Facebook, LinkedIn, TikTok, and Reddit have become digital communities where users share real-time opinions, preferences, and experiences.

Social media is built for conversation, but the real power comes from listening as closely as you engage. That’s where social listening comes in.
 

What social listening actually does:

Social listening tools are your eyes and ears on the ground. They go beyond simple mentions and hashtags to provide:

Context & sentiment analysis:

Not just what people are saying, but how they feel and why.

Volume management:

Millions of posts are created daily; automated tools like Brandwatch help surface the conversations and insights that matter to you.

Trend tracking:

Spot emerging topics, and conversation spikes so you can lead the conversation, not just follow it.

Crisis management:

Real-time alerts for negative sentiment or unusual activity let you react before crises escalate.

Competitive intelligence:

Track competitors, discover gaps, and identify opportunities.

Customer insight:

Understand what resonates, frustrates, and really drives engagement.
 

Why it matters in 2026:

Audiences want authentic, trustworthy brands. They can tell when a brand talks at them versus with them.

In 2026, it’s not enough to just have a presence on social media. Brands that actively listen, respond, and participate in meaningful conversations will stand out, while those that stay silent or rely on generic messaging risk being ignored.
 

The brands winning in 2026 will be the ones who:

Join conversations in real time and not just when they are mentioned.

Treat social media like a dinner party. You wouldn’t walk into a party and only talk about yourself, so don’t do it online. Engage in conversations happening across your industry. Share insights, answer questions, and contribute to trending topics. By being present in these discussions, you position your brand as a thought leader, build trust, and create authentic connections with your audience before they even think to mention you.

Use data to inform content instead of guessing trends.

Social media is full of noise, but the right insights can cut through it. Track trends, monitor conversations, and see what your audience truly cares about. When your content is guided by real data, you’ll be able to speak directly to what your audience wants.

Focuses on their audience’s needs.

The best content solves problems, answers questions, or entertains. By putting your audience first, you show that you understand them, value their time, and are genuinely part of the conversation. Because guessing isn’t a strategy, and your audience knows when you’re out of touch.

How to make a winning social listening strategy:

• Stick to a routine: Daily, weekly, and monthly cadences ensure nothing slips through the cracks.
• Track what matters: Mentions, sentiment shifts, and spikes are more valuable than vanity metrics.
• Pick tools that fit your workflow: From global enterprise dashboards to lean monitoring solutions, use what lets you act fast.
• Turn insights into action: Listening isn’t just collecting data; it’s shaping strategy, campaigns, and even product decisions.