Listening is hearing out customers to improve on a product or service and monitoring is policing content, comments, reviews to delete. Customers see the difference in the interaction on the social media channels and if, it is monitoring, the consumer can’t begin to trust the company. All opinions and views should be allowed to fully respect the customer.
For example New York Life Insurance started listening and stopped monitoring by allowing negative feedback. Negative feedback may just be views in contrast to that of the company. But by allowing negative comments you are listening to all your customers and creating a platform based interaction.
Listening to your customers helps build trust as well as build on the company and customer relationship. I will look up to a company that will allow comments that are negative. It allows me see how they have handled the situation by letting it be, as opposed to wiping it away. That is what the comment section is for. Individuals/groups have been provided a platform to interact with the company and if the that company is not responding (i.e. just monitoring), then individuals/groups will go to a different company. Listening is a response to those individuals and groups.