Abstract Companies are constantly engaged in the arena of social media, whereby any posts, comments, sentiments, and even clicks can make an impact on the market and their brands. Being able to quickly sense the social media sentiment and give prompt responses is a crucial task. This paper originally conducted a case study to explore social listening, which is a useful social media strategy. The aim was to demonstrate feasible social listening strategies and practices. In the first part of the paper, the idea of social listening and the ways of measurement are described. Here the paper used a case study approach. By leveraging a social listening tool called SentiOne, a New Zealand Brand (Pak'nSave was studied under different business scenarios. The involved looking at the brand image, competition, and crisis detection. Furthermore, several social listening techniques, including measuring mentions, influencers, sentiment, brand health index, channels, and Keyword cloud, were applied. The brand has been revisited in 2020 to understand the suddenly changing shopping circumstances under the COVID-19 global pandemic. The contribution of this work-in-progress paper is to showcase how social listening is currently useful for companies and market analysts. 1. Introduction In recent years, businesses are facing fast-paced developments which impact the effectiveness and efficiency of their engagement with customers (ICMI Research, 2013). Meanwhile, creating and sharing blogs, tweets, Facebook content, videos, and pictures have become an important part of marketing and public relations (Kietzmann, Hermkens, McCarthy, & Silvestre, 2011). Therefore, to enhance a brand’s influence and visibility, companies are trying to apply different social media strategies to understand and engage customers through multiple channels. An increasing number of influential companies along with government agencies and political campaigns are trying to measure public opinions, which have led to the development of social media listening tools and software (Schweidel & Moe, 2014). In the context of social media, to achieve the goal of effective listening, various social listening tools and data are available to serve the needs of professionals. Based on the total relevant mentions observed in social networks, social listening platforms allow companies to understand the momentum of how customers think about their brand or service (Patino, Pitta, & Quinones, 2012). In other words, social listening is a way of understanding the public image of a company and the changing nature of the market. As a crucial part of customer relationship management, social listening and social monitoring support the engagement between companies and customers in social media (Woodcock, Green, Starkey, & FrameworkTM, 2011). By continuously scanning social content relevant to their brands and products through appropriate audiences and channels, companies can achieve positive outcomes such as better customer engagement and market analysis (Woodcock et al., 2011). To explore a detailed social listening strategy for enterprises, this research aims to identify viable social listening and monitoring strategies for enterprises. The research questions are: “How to achieve a better social media listening and monitoring outcome for companies by using a social listening tool?”