Posts Tagged ‘conversation’
by Michael Brito
Wikipedia tells us that active listening is an intent to “listen for meaning”. Others suggest that active listening should “focus on who you are listening to, whether in a group or one-on-one, in order to understand what he or she is saying.”
These are excellent definitions. But as it relates to customer interactions on the social web, active listening is only one half of the equation.
Credit: Natalie Dee
Social Media continues to fascinate me.
If you stop and think about it for a moment, we’re presented with something special…something almost too simple to appreciate.
Essentially, we have been given a gift – a looking glass into the thoughts, opinions, feedback, and dialogue that represents a snapshot of market sentiment and behavior.
So, what do we do with this gift?
This is the unabridged version of my latest post on TechCrunch. This version dives much deeper into the challenges, pitfalls, psychology, and associated opportunities to more effectively navigate this complicated, but imminent issue.
In light of the FTC’s recent scrutiny of Social Media practices and the activity that connects brands to influencers and ultimately consumers, we will soon see guidelines and corresponding penalties to serve as governance for future engagement.
Traditional influence has followed a systematic top-down process of developing and pushing “controlled” messages to audiences for decades, rooted in one-to-many, faceless broadcast campaigns.
Personality wasn’t absent in certain mediums, it was missing from day-to-day communications.
For the most part, this pattern seemingly served its purposes, fueling the belief that brands were in control of their messages, from delivery to dissemination, among the demographics to which they were targeted.
It scaled very well over the years, until it didn’t…
I’m a strong supporter of BackType and the work of Christopher Golda since the debut of the highly valuable comments search engine last September.
Listening effectively requires extensive and active monitoring of not only blog posts and Tweets on Twitter, but also blog comments and other active networks that define the Conversation Prism. It’s how identify active communities that necessitate not only responses, but ongoing participation.
Recently, I reviewed Twibs, a directory that lists all brands and businesses currently using Twitter.
Electric Artists released Tracking Twitter, a new app that is a real-time listing of the top brands, media, television, entertainment, and celebrities that the team is currently following on Twitter.
While this service offers appeal as a directory for consumers seeking their favorite brands and personalities on Twitter, it’s much more promising as a real-time monitor of how businesses, media properties, and celebrities are using Twitter – for better or for worse.
Shot at Mark Zuckerberg’s 2008 F8 keynote
This week Facebook hosted a blogstar-studded event to introduce a more people-focused platform for interacting around your Facebook statusphere in “Twitter time.”
Let’s review what this news means to you as a user and as a new media enthusiast.
After Facebook’s failed attempt at acquiring Twitter, the company seems to be on a b-line to unite people in an online social graph while connecting them through a dynamic and rapid fire conversation and engagement platform.
Shot at Web 2.0 Summit 2008
Facebook is learning to listen.
In the middle of February 2009, the company was yet again a “Beacon” for bad PR as it introduced an updated Terms of Service (Tos) for its entire community of users. We the people responded with defiance and vigor and the company retracted its new language, reverted to the previous ToS, and listened to the valuable feedback that poured in from the community.
This post highlights the nuances associated with crisis communications and not the merit of either case.
In the era of socialized media, brands and businesses are now vulnerable to a new era of influencers – their customers.
But what happens when the community that championed consumer experiences is accused of exploiting them to extort advertising dollars from the businesses affected by the reviews?
Twitter is an incredible medium for listening, learning, and sharing. And, for those in the media and communications industries, it’s also a rapid and immersive education in meaningful, two-way micro messaging that helps both parties walk away with a new form of value.
Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.