Social listening is considered by nearly 61% of US businesses to be part of their social media marketing strategy, according to a May 2022 report from Social Media Today and Meltwater. But many aren’t using the technique to its full potential. Here’s how marketers can avoid four common misconceptions.

For global brands like Airbnb and Volkswagen, building online communities offers a way to strengthen relationships with customers, advance product development, and drive business value.