This research advances knowledge related to the potential role, antecedents, and benefitsof social media in relationship marketing. With rapidly changing consumer expectations,technology, and media, the marketplace is quickly evolving and firms are trying to stayahead. Many firms are explicitly visible on social media using it as another channel forsales and brand enhancement. This research investigates the potential value of usingsocial media to engage in meaningful dialog with customers. In doing so this researchintroduces, outlines, and empirically examines the construct of social dialogic listening.The research compares two possible, rival conceptual frameworks that includeantecedents, moderators, and consequences for different stakeholders. The hypotheses areexamined using data from key informants from 341 publicly traded firms in the UnitedStates. The structural equation modeling results indicate support for the idea that socialdialogic listening enables organizations to increase/improve organizational transparency,integrated social media strategy, and co-creation with customers. These realized internalfirm competencies in turn result in improved employee sentiment and customersentiment. Managerial implications, limitations, and future research are detailed.