Social media is defined as web-based and mobile-based Internet applications that allow the creation, access & exchange of user-generated content that is ubiquitously accessible (Kaplan and Haenlein 2010). Over the years Social Media has evolved to be one of the largest unstructured data source for organizations across the world to access the health of their brand.

 Social Media Listening is a 2 step process & refers to analysing the conversations & trends happening not just around a particular brand, but around the industry as a whole, & using those insights to make better decisions.

 The entire social media listening enables organizations to:

1. Understand sentiments to track brand health
2. Smart GTM strategy & launching of new products to an audience ready to love them
3. Enhance Customer experience with authentic & personalized experience at every touch point
4. Create campaigns designed to succeed from the outset
5. Identify & optimize content to meet engagement goals

 Social listening works in conjunction with social monitoring to provide an overall & all-the-time baseline for organizations to work from. It’s about uncovering & aggregating all the information that the organisations are missing out.

 At major brands across the globe social media listening is fueling the entire product development program by helping the companies identify the industry trends & showing what consumers are really asking for.

 It is noteworthy to understand the consumer communication & requirement varies according the customer life cycle phase.

This whitepaper will provide in detail how social media listening could be utilized by organizations to leverage the power of social media across Customer Life Cycle Management.