As part of Kraft Foods' Consumer Insight and Strategy Group, Frank Cotignola leads the group's Community Management/Knowledge Management and social media listening/consulting efforts. In this conversation, we explore how social media listening can offer new understanding through sentiment analysis and access to broader topics that you've not had the funds to tap.
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.