Building the value and tools for listening into your organization is essential to operate in the social media / new web landscape. But there are an obvious list of questions surrounding listening:
- Who do we listen to?
- Where is it best for us to put our “ears”? (blogs, social networks…)
- How to be we measure what we are actually hearing and reflect that?
- Who is in charge of listening and who is in charge of hearing? (two different things…)
There is a great article below that is full of links and ideas on the Science of Listening - it will help answer some of these questions and probably bring up some more. But this will become some of the standards and values your organization is based on in the next 5-10 years both online and off.
Measuring and monitoring are critical. To successfully understand the conversation in its many forms, corporations need to effectively mine data. For larger companies this can include databases of information stored up over extended periods of time. This enables a company to see trends evolve over months, even years.
