Social listening involves using the information customers post publicly to better personalize their experience. But distinguishing the messages that matter (and responding to them promptly and effectively) is not easy—with customers in the United States posting over 500 million tweets a day, and over 400 million uploads on Instagram—how can a company sift through this information to make a meaningful connection? In our paper, we describe the process Luxury Hotel Company X embarked on to harness social media postings to better manage their experience in real-time.