Thursday, July 15, 2010 Listening still reigns supreme in social media strategy
It’s not a new concept, but it’s still an essential one. To be successful in social media you need audience insights and listening is a great way to get those insights.
We have tackled the topic of listening on this blog before. We’ve even gone so far as recommending Alterian SM2 as our listening vendor of choice. And it’s our working relationship with SM2 that’s made social media monitoring a core service offering for clients.
But, regardless of which listening tools you use, monitoring social channels is a powerful component that helps us provide sound strategic counsel. Monitoring allows us to make more informed decisions about the best way our clients can engage with target audiences.
One of the most interesting things I’ve learned from listening programs is that sometimes the level of conversation in a marketplace or around a brand is low. On the surface this may seem like a reason to ignore the social media space. The exact opposite is true. This often means that with little effort a brand can grab a significant share of voice. Without monitoring we would not know the opportunity exists. Likewise, in an issues management situation you now have data to help assess conversations taking place and decide if the issues management plan that was prepared has to be deployed.
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