Is your organization an active social media listener? Or is it deaf to social media sound?
If you are ignoring, you will be oblivious of negative or positive trends and will be hit suddenly in the market place.
Social listening and social media monitoring allow companies and governments to find those conversations relating to their brand in social media or digital media. Deep social listening allows firms to defuse any situations that may arise with their brands and products. It ensures that a brand can address a situation in a timely manner and put the consumer at ease knowing something is being done about his concerns.
Deep social listening and analytics are primarily being deployed in the ‘business to consumer’ and ‘government to constituent’ models.
Business use case examples:
IT Security organizations could listen for potential threats against the company or government’s information systems
Police departments and first responders could listen for emergency or non-emergency issues within their communities using geo-targeted search criteria
Recruiters could listen and discover subject matter experts that would be perfect candidates for a position they are trying to fill
Consumer packed good and retail industries could listen for consumer influencers and brand advocates to help develop a reward or loyalty program
Product Development and R&D organizations could listen for innovative uses of their product by consumers, not originally envisioned during the development cycle.
Reference
http://blogs.unisys.com/socialbusiness/social-listening-beyond-marketing-engage-with-customers-using-a-social-crm-process-for-managing-social-customer-care/
I have to start and write about the topic in more detail.
First a list of references
https://www.brandwatch.com/2013/08/whats-the-difference-between-social-analytics/
http://searchcrm.techtarget.com/definition/Social-media-monitoring
http://wave.umww.com/the_wave_story.html
Books
Social Media Marketing
Tracy L. Tuten, Michael R. Solomon
SAGE, Dec 9, 2014 - 352 pages
Social Media Marketing was the first textbook to cover this vital subject. It shows how social media fits into and complements the marketer’s toolbox. The book melds essential theory with practical application as it covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications executions, and harnessing social media data to yield customer insights.
The authors outline the ‘Four Zones’ of social media that marketers can use to achieve their strategic objectives. These include:
1. Community (e.g. Instagram)
2. Publishing (e.g. Tumblr)
3. Entertainment (e.g. Candy Crush Saga)
4. Commerce (e.g. Groupon)
This second edition contains new examples, industry developments and academic research to help students remain current in their marketing studies, as well as a new and improved user-friendly layout to make the text easy to navigate.
The textbook also provides a free companion website that offers valuable additional resources for both instructors and students. Visit: study.sagepub.com/smm.
Preview the book https://books.google.co.in/books?id=gNHGBQAAQBAJ
Social Media Listening Service Providers
http://www.cision.com/us/social-software/social-media-listening/
