Businesses engage in social media listening to both find new customers and better service their existing customers, according to recent research from UpCity.
The report was based on data from a survey of 600 business professionals in the United States and Canada.
US respondents say they use social media listening—defined in the report as monitoring social networks for brand mentions—most to attract new customers (17% cite as their primary motivation), provide better customer service (16%), and better understand customer preferences (16%).
The solutions used most by respondents for social listening are Hubspot (14% say they use) and Hootsuite (10%)
