Social media is being increasingly used up by companies to broadcast information about its products to aid in the process of digital marketing. However, this aspect ignores the fact that instead of using social media as the mouthpiece of the organization, it must instead be used more so as the eyes and ears. This implies that social media can be used as a tool for extensive scanning of the market place though listening devices. Real time customer interactions can be recorded and analyzed. Market research can be carried out about the demographics to be targeted. Competitor reports can be generated. News and information related to the broader industry can also be chronicled using various social media platforms. It is an ideal place to conduct experiments on products and observe the goings on.

Source: http://www.forbes.com/sites/jaysondemers/2016/03/28/dont-make-social-media-your-companys-mouth-make-it-your-eyes-and-ears/#162c29733b08