Social Media Listening –
A reality companies have to embrace. Now.

Social Media Listening –
A reality companies have to embrace. Now.

Article

Transformation

Here is a fact you simply can’t ignore: social medial networks have become the platform of choice for exchanging opinions on products and services. And this is happening around the clock. But how to make sense of this overload of information? How can you surface out, assess and actively influence these conversations? These are real challenges and opportunities companies have to acknowledge and take ownership for inside-out and outside-in.

Most of the changes businesses go through are triggered by external factors. When it comes to online service level, consumers naturally expect accessibility and speed of delivery, transparency across their preferred channels and a coherent brand communication. The expectation is out there, whether it can be met or not. In the worst case scenario, consumers will revert back to companies or brands that can deliver on this promise. This digital revolution requires a mindset change and needs to be embraced with a well thought strategy.

Change inside-out

The pressure to change keeps growing from the inside as well. The younger or experienced employees who have been living and breathing digital for years expect their employers to embrace and integrate this new world into their way of doing business. The Digital Native generation who grew up in a networked, digitalized world developed an intuitive understanding of how web technologies and trends can be seamlessly integrated into their working environment.

From Listening to acting

Business processes can be easily tailored and optimized, their impact becoming easily measurable. These web conversations can now be listened to, understood and their relevance for the business assessed. More importantly, companies can leverage these new platforms to position and promote their brand without having to invest significant marketing budget into off-line advertising activities. Active listening and understanding, direct engagement with users or potential employees in a semi-personal, social context: this is the essence of smart (Social Media) Listening.
However, whose task is it to supervise this listening exercise within a company?