Listening: The New Technique
of course, I use a dog wherever possible!
How do you listen? Used to be the obvious answer: with your ears. Today, you listen online with your eyes. You monitor what’s being said about your brand by keeping a close eye on all the sites you can, and then some. Read voraciously on all topics social media. Become the expert on your brand’s interraction with the brave new social media world.
There was a great line on an episode of Mad Men a while back where Don Draper tells a client, “if you don’t like what’s being said, change the converstation.” Forty-some years later, the job of the communicator is to ENGAGE in the conversation and address areas of concern…or if there is no conversation, get one going.
Social media offers a gaggle of opportunities to do this and there is no one right way. No one-size-fits-all-cookie-cutter solution. At a recent all-day social media seminar I attended (been going to a LOT of those), the moderator said that a colleague eagerly asked him: ”what are you reading–you’re always so in-the-know and well-versed on every topic.” After a brief pause came the moderator’s one-word answer: “Twitter”. Interesting.
Social media maven Chris Brogran says to grow bigger ears. Where would you start?