You Are What You Eat: Optimizing Content ConsumptionQuality? Or Quantity? Content Marketing Struggles with the Right Path Forward3 Ways to Take Brand Advocacy to the Next Level with User-Generated Content5 Reasons Why Your Content Marketing Isn't Working
Let's Measure Social Media ROI in a Way That Isn't StupidTo Grow Your Social Marketing Budget, Determining ROI Is a Critical Job SkillWe Need to Rethink Our Definition of Engagement
- Content Marketing
Technology & Data
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthSandy Carter's 6 Social Business Lessons to Learn from Candy Crush5 Tips for Creating a Company Culture that Connects with Your Sweet Spot ClientsWhy Leadership Should Be a Collaborative Exercise
8 Internet User Statistics Every Small Business Should Know AboutCan't Find Time for Social Media? This Approach Will Help6 Ways to Turn Your Small Business into a Media Hub
- Social Organization
Beyond Engagement: Why Advocacy Is Always About the PeopleFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Should Social Media Listening Replace Your Asking Consumer Research? [Convo]
Posted on April 6th 2012
Social media monitoring is widely used to inform customer service, product development and marketing activities. Going the next step — from mere monitoring to careful listening — can help brands uncover a wealth of additional, rich insights.
True listening is not data on a spreadsheet acquired by applying legacy "asking" methodology. It requires putting an ear to a wide spectrum of conversations, thoughtful interpretation and judgment of the data, then applying what's discovered to improve listening activities. And listening research is not limited to social channels.
In this conversation, we explore how social media listening can offer new understanding through sentiment analysis and access to broader topics that — in the past — you may not have had the funds to tap.
Does social listening supersede asking research such as surveys? Cotignola argues — convincingly — for the continued use of both. Among the other topics we cover:
- Too many brands may be using social listening only for damage prevention/control, short changing its potential
- We are seeing the democratization of data, thanks to free and low-cost tools that allow small and medium-sized business access to previously unaffordable early-on research
- As most conversations are not about brands, only listening to what's being said about your brand misses the richness and possibilities of listening research
- Many of the limitations of listening research are created, not by the data itself, but the data being used in a narrow fashion
- Listening research may be valid and actionable without tapping the representative sample of target consumers that is often the keystone of asking research
Listening has the power to liberate research and researchers to make previously inaccessible — and now actionable — discoveries. What have you uncovered through your social listening?
This convo is sponsored by:
Vitrue, an original Facebook Preferred Developer Consultant, is the leading social marketing platform facilitating relationships between brands and their fans across multiple social networks via its software-as-a-service solutions. Social marketers and agencies world-wide use Vitrue’s Social Relationship Management (SRM) platform and its Publisher, Tabs, Shop and Analytics products.
Brandwatch is one of the world’s leading social media monitoring and analysis tools, with offices in the UK, US, Germany and Brazil. Global brands and agencies use our tool to cut through the noise on the social web and find the conversation that matters, empowering decisions that improve their business.