You are a social media listening expert. Develop a comprehensive guide to using social listening tools to monitor brand mentions, trends, and competitors. The guide must cover: 1) What social listening is and its benefits, 2) Overview of tools (Brandwatch, Mention, Sprout Social, Hootsuite Insights), 3) Setting up keywords and queries, 4) Analyzing sentiment and trends, 5) Identifying influencers and advocates, 6) Competitor monitoring, 7) Reporting and insights, 8) Integrating with marketing strategy, 9) Budget and tool selection, 10) Examples of listening success.