What's really interesting to me about social listening is that of all the breakthroughs in enterprise social, it's both the most friendly and easy-to-implement (not requiring huge time investment, discussions about compliance, etc.) and the most transformational.
In our webinar, which was sponsored by Synthesio and hosted last week, we heard from Greg Cohen at UCB, Andrew Bates, Analytics Adviser of AARP, and Saurabh Shah of Synthesio about what an enormous difference it makes to companies when they can listen to their customers and stakeholders talk about them in real time. Imagine how, particularly in a pharma company like Greg's, you can actually listen to the patients instead of waiting months for filtered feed-back from caregivers. For member-driven organizations like AARP, you can be much more effective in advocating policy when you can plumb the opinions of a wide range of contributors without waiting for frequently weighted and late polling research.
For any company, as well, the thought that your CEO can walk into your command center and immediately see what is being said about the company has an impact that I don't believe we have truly seen the end of. You'd have to have been living under a rock for the past few years not to understand how this kind of data can't be used to create better customer relationships and with it a big return on investment, but as we discussed last week, the big changes to come are organizational and cultural.
It's a terrific conversation. Click here for the entire webinar audio and slides, or check out the Storify below for highlights from our accompanying Tweet Chat.
Thanks to Synthesio, our panelists, and as always, the amazing SMT community.
social listening / shutterstock