Many agencies are equipped to recommend various social listening tools and tell you about the ones they are experienced with using. There’s no stopping digital- make sure you are resourcing the areas demanded by today’s market.
Maybe you should have gotten serious about social listening for your brand a while ago. But the second best time is now! Start off with an audit- are you doing any social listening or none at all? Is it all manual or are you using a product? Which one?