It’s no secret that social media can be used to follow conversations between consumers. To capitalize on this trend, many companies have invested in all manner of systems ranging from simple to complex. Monitoring online conversations is becoming common practice and many companies have adapted their organization so they are able to react quickly and efficiently to customer questions and complaints.
Social listening will come of age over the next few years and much can still be done to take social listening to the next level. This article examines the cornerstones of social listening in the future.
Putting theory into practice – in this article as well
In writing this article I wanted to try and put the theory into practice. I asked my followers on Twitter for feedback on the rough draft of this article. There was quite a bit of response and I wanted to share the input and reactions with you in this article.
I’d like to thank everyone who devoted their time and energy to helping me write this story. Thanks to Wilco Eindhoven (communication advisor Ministry of Social Affairs and Employment), Stefan Schippers (beep.be), Edwin Vlems (speaker), Lie Lauwers (Nieuw Administratief Centrum), Bart De Waele (Wijs), Frank Plehiers (ING), Anne van den Berg (Lumido Business Media BV), Leentje Chavatte (Telenet), Ruben van Loosbroek (Rabobank), Joyce Philippart (Amsterdam Chamber of Commerce), Katolina Dijkstra (ING), Jan Homble (VRT), Davy Kestens (Twitspark), Stijn Tanghe (Kortrijk City Council), Bob Rietveld (Oxyme), Erik Versteeg (Viamens Executive Management Services), Dado Van Peteghem (Dearmedia).
Setting your goals: why invest in social listening?
Social listening is interesting for any organization, be they profit or non-profit, or private or government. Online listening can bring a government closer to its citizens in the same way that a company gets closer to its customers. Regardless of the context, it is key to think about what you’re trying to achieve with social listening. Ruben Van Loosbroeck (Rabobank) rightly remarked that social listening often involves a significant investment, hence the importance of proving its relevancy and realizing its potential.
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