What does the term "social listening" refer to in Hootsuite?

The term "social listening" in the context of Hootsuite refers specifically to monitoring and analyzing social media conversations. This practice involves gathering insights from various social media platforms to understand audience sentiment, identify trends, and evaluate how a brand is perceived. By systematically tracking discussions related to a brand, product, or industry, businesses can make informed decisions based on actionable data.

Through social listening, companies can respond to customer feedback, engage with their audience more effectively, and refine their marketing strategies based on real-time insights into what people are saying. This capability is integral to developing a well-rounded social media strategy that engages users and enhances brand relationships.

The other options do not align with the concept of social listening; they focus on different aspects of social media engagement or content creation rather than the analytical and observational processes central to social listening.