The Need for a New Listening Movement: From monitoring…Posted on September 21, 2011 by Brian Solis in Business & Marketing, Social Media
The market for listening services is rapidly maturing with vendors such as Radian6, Spiral16, Crimson Hexagon, Research.ly, Lithium, Sysomos, and many others improving how businesses monitor consumer conversations and experiences. The wide array of options and capabilities are nothing less than baffling, requiring expert analysis prior to committing any significant investment of finances or organizational resources now and over time. For those seeking top line advice on the differences between many of the top listening vendors, please read this helpful post at SocialMedia.biz.
I’m not going to take this time to preach about the importance of listening nor am I going to focus on which platform will best meet your needs. I would like to explore a very real issue around the enterprise-wide adoption of monitoring systems, or perhaps better said, the lack thereof, and also what businesses should think about as social media becomes increasingly consequential to the organization.
Social media is praised by experts for its promise to open up dialogue between customers and businesses. Perhaps most notably, social media is celebrated for giving a voice to the consumer and eyes and ears to companies for which to see and listen. The reality is that customers always had a voice. Social media amplifies and organizes that voice and packages it as a tremendous gift for businesses ready to earn relevance in a new genre of consumerism. Nothing matters however, if businesses are not ready to learn, engage, or take action based on what they hear.