HubSpot Inbound Marketing Practice Exam

Which aspect of social media helps in assessing audience sentiment?

1. Social monitoring

2. Social engagement

3. Social listening

4. Social analytics

The correct answer is: Social listening

Social listening is crucial for assessing audience sentiment because it involves actively monitoring social media channels for mentions of your brand, products, or relevant topics. This practice goes beyond simply tracking interactions and engagements; it encompasses the analysis of conversations, comments, and feedback shared by users across various platforms. By utilizing social listening, marketers can gauge how audiences feel about their brand or industry. This includes identifying positive, negative, or neutral sentiments expressed in customer comments and discussions, allowing brands to understand public perception, respond proactively to complaints, and celebrate positive feedback. The insights gained from social listening inform strategic decisions, enable businesses to improve their messaging, and foster stronger relationships with their audience. While social monitoring, engagement, and analytics also play important roles in social media management, they do not quite encompass the comprehensive evaluation of sentiment that social listening provides. Monitoring focuses on tracking specific mentions or trends, engagement relates to user interactions with content, and analytics examines metrics and performance data. In contrast, social listening uniquely integrates these elements to interpret overall emotional responses from the audience.