The Importance of Listening in Social Media
July 2nd, 2009Author: Allison Blass
In traditional media, many people have become comfortable with the concept of talking. Broadcasting their many ideas, thoughts, products, and pitches through a variety of mediums like television, magazines, newspapers and radio.
With social media, things have shifted. Communication is now two-way, much like it is in our everyday lives with our family and friends. Consumers are now comfortable with the idea that they can have two-way conversations with anyone from Joe down the block to Pierre across the ocean. It doesn’t matter where you are or what you do, you’re able to have powerful, life-changing conversations with complete strangers.
Now that companies are becoming more and more involved in social media, we are having to learn how to shift from the traditional broadcast thoughts and get into the groove of a two-way conversation. What’s the difference between broadcast and two-way conversation? Listening.
At the recent 140 Characters Conference that I attended, almost every speaker mentioned the word “listening” at least once, if not several times. John Byrne, Editor-in Chief of Business, Week listens to his followers to get ideas for story ideas and to gather sources for stories. Jeffrey Hayzlett, Chief Marketing Officer of Kodak, says they are creating a new position: Chief Listening Officer. His or her job will be to listen to social media conversations.
Many companies may ask, “What the return on investment for doing all of this social media work?” As Mr. Hayzlett said, “What’s the return on ignoring?” In other words, what do you lose by not participating, but not listening to what people are already saying about your brand? How can you help improve your brand by listening to social media conversations on a regular basis, and when necessary, responding accordingly? What is better: having one random focus group with a bunch of strangers who don’t know you or getting real-time legitimate feedback from people on an on-going basis, who trust that you’re listening to them?
Marcel LeBrun, CEO of Radian 6, says that on Twitter, “listen for the point of need” and that people are more likely to express need on Twitter than anywhere else. Listening for what your consumers want and delivering on that will make any company successful. Necessity is the mother of invention, and listening is the key to understanding necessity.
