If you’re a small business owner seeking inspiration on how to best use social media, look to the industry leaders. Nearly every business uses social media to share news, events, photos and videos -- but what are the best companies doing differently on platforms like Facebook, Instagram, Twitter and LinkedIn?

Increasingly, we’re seeing successful businesses use “social listening,” also known as media monitoring. Social listening allows you to shrink the world of social media and focus only on what’s important to you and your brand.

Related: 5 Ways Your Business May Not (But Should) Be Taking Advantage of Facebook Marketing

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