This document discusses strategies for social listening. It recommends defining objectives, identifying who and what to listen to on social media, prioritizing what to listen for, using free tools to monitor conversations, building a team, developing a plan, and responding to issues that arise. Key points include listening to community members, influencers, competitors and critics; monitoring topics like branding, customer service and industry trends; and utilizing tools like Hootsuite, TweetDeck and Social Mention to track conversations across multiple social networks.