Social listening is the act of monitoring social media discussions about a brand or industry to understand what is being said. It is important for engagement and response. To listen on the web, one should monitor past and present social media conversations. Engagement involves listening to fans and detractors and responding appropriately. A case study of Southwest Airlines showed how listening, responding, and acting led to effective engagement.

1. Listening & Engagement on the Web

2. what is social listening? the act of listening to the chatter in social media about your brand and industry.

3. why is social listening important ?

4. how to listen on the web

5. listen to what has happen ed

8. listen to what is happen ing

10. how to engage on the web

11. case study: southwest airlines

12. listen respond act

13. listen past & present engage fans & detractors

14. Questions