WCRC Brands Illustrated up till 15 October | Page 14
BI Case Study - SOCIAL LISTENING
Plunging Headlong into
SOCIAL LISTENING
Building an ecstatic community
these days takes more than posting,
it takes mindful social listening!
A
re you missing out on opportunities to
increase sales and ROI, or to increase
media value, awareness, and
growth? You just might be. Are
you listening to what people
are saying about your company? Are you
responding to those comments?
There have been a lot of overwhelming
changes on how people communicate and
interact with each other online in recent years.
Social Media has practically revolutionized the
internet into something that is more personal
and participatory. That’s why social networking
is now the top online activity.
Of all the windows through which a business
can peer into an audience, social media seems most
enticing. The breadth of subjects, range of observations and above all, the ability to connect and draw
inferences make social analytics hugely exciting
for anyone who is interested in understanding and
influencing past, present and potential customers,
employees, or even investors.
Social listening refers to the ability to listen to its target audiences on social media channels and respond appropriately. It is
imperative that businesses realize that the value of social media
is not limited to publishing content and posting product and brand
updates. The power and value of social media goes way beyond
the obvious. Social Listening is not only applicable to social media
but to all kinds of online platform where information about a brand
may appear.
As individuals leave traces of their activities - personal, social
and professional - on the internet, they allow an unprecedented
view into their lives, thoughts, influences and preferences. Social
analytics attempts to draw useful understanding and inferences,
which could be relevant to marketers, sales persons, HR managers, product designers, investors and so on. Thus, online
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media host a plethora of social activitie