What is the process of examining social data to assess conversations about a company on social media called?

The process of examining social data to assess conversations about a company on social media is best described as social listening. This approach involves actively monitoring and analyzing online conversations and mentions related to a brand, industry, or topic. Social listening not only gathers data but also interprets and contextualizes this information to provide insights into public perception, customer sentiment, and emerging trends.

By utilizing social listening, organizations can better understand how they are perceived in the marketplace, which can inform marketing strategies, customer engagement efforts, and overall business decisions. This practice enables companies to be proactive in their communications and respond appropriately to the insights derived from these social conversations.

While social media analytics, social media audits, and social data analysis involve different facets of understanding social media performance, they do not specifically focus on the qualitative aspects of conversations and sentiments related to the company. Social analytics might analyze engagement metrics or traffic data, audits assess the overall effectiveness of a social media strategy, and data analysis could refer to a broader examination of various types of digital data. However, social listening is uniquely positioned to capture the nuances of user-generated conversations on social media platforms.