INTRODUCTION
It’s important to keep in mind that social media is meant for two-way communication. Oftentimes, municipalities will only communicate to their audiences but never or hardly ever listen to what they have to say.
Social listening is the process of tracking social media mentions of your brand; conversations about your brand, product or service; audience sentiments; and trends in your industry. The data that you collect can help your organization gather feedback on a particular effort, take advantage of new opportunities, avoid or mitigate potential threats and determine gaps in service, among many other uses.
These days, your municipality can use AI to aid your social listening efforts to better serve residents, businesses and visitors of your community. Here are a few ways to use AI for social listening.
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At the Wisconsin Lodging Conference & Trade Show this week, I was named the Wisconsin Hotel & Lodging Association Associate of the Year. According to its description, “This award honors a high degree of industry dedication and knowledge.” 
Recently we saw the administration of a school district decide to change some school starting times due to the lack of bus drivers. This had been an ongoing problem in which students were waiting for up to an hour for their bus, and up to that point, there had been no viable solutions from any parties.