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Social listening
Watching what is said about a brand, a competitor or a subject across social platforms, including where nobody tagged you.
Different from watching your own notifications, which only catches the conversations you were invited into. Most of what is said about a business is said without tagging it, often in a spelling nobody planned for.
The useful output is rarely the sentiment score. It is the question that keeps coming up which the sales page never answers, the complaint about a competitor that describes an opening, and the phrase customers use for the thing you call something else.
That last one feeds straight into search. The words people actually use are the words the page should be written in.