Social Listening Is Key, but What Should Brands Be Listening for?

"Most people do not listen with the intent to understand; they listen with the intent to reply."

“Most people do not listen with the intent to understand; they listen with the intent to reply.” Stephen R. Covey, the brains behind The Seven Habits of Highly Effective People, was spot-on. Many marketing leaders and teams make this mistake when approaching social programs. As both a chief marketing officer and a leader at a social software technology company, I see this everyday.

While we use a lot of terminology when it comes to building social strategies—social listening, social analytics, social intelligence—it all starts with the data.

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