Social listening is an aspect of social media customer relationship management that often flies under the radar. Many businesses spend so much time thinking about what to say and how to appear on social media that they forget the people on the other end. Ironic, isn't it? As a social media manager, some of your most important work hours will be spent getting familiar with your customers. That's where social listening will come into play. In time, as you come to better understand them, you'll be more prepared to create content and messaging that engages, delights, and inspires them.