I’m writing an article about how teams can choose a social listening tool without overbuying or underbuying. I’m looking to hear from experienced social media, consumer intelligence, brand strategy, or marketing leaders who have firsthand experience working with social listening tools and/or helping teams evaluate them. If you'd like to contribute, please answer the following questions in 2–3 sentences each: 1. What’s one thing a team should figure out internally before it compares social listening tools? 2. What’s one thing teams tend to overlook when evaluating these tools? 3. At what point does a brand actually need a more sophisticated listening tool instead of a lightweight one? Selected experts will be quoted in the article with full attribution, including name and job title, and links to a LinkedIn profile and company website. Thank you for your time!