Is Social Listening ethical?

The definition of Social Listening is in the name. However, it may be misleading as it alludes to only social networks. Online news, blogs, forums, videos and podcasts are also part of the “listening”.

What can you do with Social Listening?

Social Listening technologies allow you to pick out conversations, key themes, hashtags and mentions that may otherwise get lost in a flurry of online data. Why do brands use this? There are many reasons a brand wants to get involved, including:

  • Content curation
  • Monitoring brand health
  • Getting to grips with customer needs
  • See where they’re standing against competitors
  • Look at the industry trends
  • Engage in conversations all over the internet, not just social platforms

Is Social Listening ethical?

So, back to our initial question. Is it ethical? Those who are not familiar with it can argue that it is not. Consumers are clever. The idea of someone tracking every move and conversation online is unnerving, but users should expec that almost everything put online is public information. Finding your tweets about your love for Whitney Houston is possible with or without Social Listening. The platform simply brings everything together in one place. That said, there are boundaries. Private accounts will not show up in searches. In addition, Facebook and Instagram are “locked down” because the users of these platforms are personally identifiable.


In conclusion, Social Listening is not going against anything a user consents to. It is unlikely those using the expensive platform will use the information for personal gain. Businesses like ours are skilled in using the technology to bring tangible insights that can change the amount of success in a company.

Want to know more? Read our ‘What is Social Listening?’ blog or get in contact.

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