Web listening describes an approach to actively monitoring online discussions. This practice encompasses not only social media but also other online information sources. When only social media listening is performed, it is referred to as [specific term]. In marketing, web listening can be applied to monitor a brand, an industry, a specific topic, a target audience (to gain consumer insights), an event, or even competitors. For more details on the general principles, it is recommended to refer to [source]. Here is a concise example illustrating the implementation of a web listening strategy by an advertiser: