Thoughts on an interview question

I’ve been seeing the same topic come up a lot in interviews lately, it’s usually something like “how you spot and engage in conversations online”, usually in reference to how you might use social media to boost awareness of a brand by engaging in discourse around topics related to the brand.

I give the answer that I feel is true for me, but sometimes it feels like I’m missing something specific that they’re looking to hear. I’m curious what people’s thoughts on this might be.