90% of data in the world today was created in the past two years. Using social media, brands have an unparalleled opportunity to hear what their customers and potential customers think and feel about them.
Brands have always monitored what is written about them, but social listening is something different.
Listening is active. It usually requires you to do something as a result of what you’ve heard: spotting issues early, righting wrongs, surprising and delighting customers, marketing in real time, and gathering insight and intelligence to help you develop better products.
It’s easy just to focus on the influencers, and ignore the small voice in the crowd. But this can be a mistake. US insurance company Harvard Pilgrim didn’t respond to a customer complaint, first offline, then online, when the customer published a blog post about the problem.
Although the readership of the blog was barely in double digits, when the post was tweeted it went viral and 1,000 people read the post.