One of the most potent sources of information for advertisers and marketers is how consumers discuss a brand when they’re being most honest. Sometimes, this happens in online product reviews, although research shows that those tend to over-represent extreme views. It also sometimes happens through social media posts or videos in which people mention brands. So, since the advent of social media, brands have turned to “social listening,” in which marketers track mentions of a brand across various social platforms, and look for common keywords, themes, or ideas.