"Silent" and "Listen" are spelled with the same letters

"Listening" is defined as giving attention with the ear, or to attend closely for the purpose of hearing.
How does that relate to social media, an online based process that does not involve any actual speaking or sound at all?

"Listening" in social media is a metaphor. In terms of social media, Twitter especially, terms such as "voice" or "speaking up" have been proposed and widely accepted as acceptable ways to communicate... So why not listen? To listen in terms of social media means to give attention to what people are saying. Know your followers and who you are following. Listen to what they have to say, and give them content they will find interesting.

Disciplines of listening in social media is an article that provides a lot of information on what listening is, who can benefit from it, and ways to better your listening skills.

Learning to listen can be beneficial to individuals and companies both. In order to build your brand, you need a network. Listening is a good way to expand your network. Pay attention to what people want, whether it's facts, articles, or entertainment. If you pay attention to what they want, they're more willing to pay attention to you.