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The Art Of Listening In Social Media (Jason Falls)

December 1st, 2008 · 43 Comments · Guest posts

19153246 While I’m on vacation, I’ve asked some very smart bloggers whom I am fortunate to consider my friends, to share some insights with you.  Enjoy their brilliance because before you know it, you’ll be stuck with me again!  Next up, Jason Falls.

I recently posed the question to a group of advertising professionals, “What do you think the first step to social media success is?” The answers I got were varied and some were close to being right but most of them made the common mistake of concentrating on the technology. “Get an IT guy who can translate all that web stuff,” is a common response.

But social media isn’t about technology, it’s about communications. The technology is just a common mechanism that facilitates the message exchange.

The first step to success in social media is listening.

But how do you listen to millions of blogs, posts on social networks and billions of websites? Well, it’s easier than you think. Here’s how:

Google Alerts
Go to http://www.google.com/alerts and type in a search for your brand or company name. Select “Comprehensive” as the type and “Once a day” for how often then put in your email address. Now do the same for your CEO’s name, any variations or additions to your company or brand (sub-brands, divisions, etc.). You’ll get an email once daily for each alert. Click on the links and see what people are saying about you.

You’ll want to refine your search term based on the number of irrelevant links you get. For instance, a search for “fruit loops” may yield lots of posts about fruit or even posts on roller coasters talking about loops. By adding quotation marks in the search term (“fruit loops”) instead of (fruit loops), you’ll get more relevant posts.

If you’d like to keep the links, sign up for and use a bookmarking site like Delicious.com. By using a one-click bookmarklet (or button on your browser’s top frame) and filling out a few simple fields about the page you’re saving, you can organize and save and endless number of pages. (For my bookmarks on public relations, click here.)

You can also take the efficiency one step further and subscribe to the Google Alerts as a feed in your favorite RSS Feed Reader. If you don’t know what an RSS Feed Reader is, go watch the CommonCraft video. It will change how efficiently you surf the web.

Other Listening Mechanisms
Keep in mind Google Alerts doesn’t catch everything. You’ll also want to conduct searches of Twitter and perhaps even a more advanced search of blogs using Bloglines, Icerocket or Technorati. But these results listings come with RSS feeds as well, making it very easy to manage. (Hint: You really ought to figure out that RSS thing.)

For more advanced listening, there are a number of paid services that not only help you identify who is saying what about your company, but also provide analysis and insights to help you … or pretty charts and graphs for the CEO who doesn’t want to try and understand it.  Those services range from economical (Radian6, BuzzLogic, BrandWatch) which normally don’t include human analysis, to pricey (Nielsen Online, Cymfony, Collective Intellect). Some, like K.D. Paine & Partners, offer both do-it-yourself solutions and full-service reporting.

I’m Listening. Now What?
Now that you’re keeping up with what the world is saying about you or your product or service, you need to know what to do with it. There are several schools of though here, but let’s look at some examples:

1. Dell Computers was suffering from historically bad PR in 2006 when they decided to start listening to their customers. Now, Lionel Menchaca and others in the blogging/social media effort at Dell try to respond to ever mention of Dell online, be it on a blog, Twitter or elsewhere. All listening has done for Dell is turn their customer service reputation around, 180-degrees.

2. Comcast Cares monitors Twitter for mentions of cable issues, access problems and more when someone mentions the company. Again, the customer service reputation for Comcast, at least within the Twitter community, gets high marks.

3. You can also just choose to respond to only the negative, or at least only those that might be inaccurate. In January, Sara from Breaking Up With Bread posted her concerns that Maker’s Mark bourbon may have aggravated her gluten intolerance and made her sick. When the master distiller posted a comment not only assuring her there were no glutens in the bourbon, but even provided a link to a government study that verified that, the blogger posted an apology and took the entire post off her blog.

4. And, of course, the baby step is to respond to the positive to engender a multiplier effect on the good vibes. By posting thank yous when people mention your brand, it at least sends a message to the writers and readers of that particular post that you are, in fact, listening. But I would caution you that if you do this, people will expect you to respond to the negative as well. Be prepared, even if this method is the toe in the water.

Listening is really the easy part. It’s knowing how to respond and react to what you hear that is the fundamental indicator of how a company will be received in the social media space. While each company or brand will need to develop their own personality in doing so, the key to success is simple:

Respond online the way you would respond to the same thing being said in person and in public and the way you would want to be responded to if you were voicing the concern.

As risky as it might seem, as intimidating as the permanence of the web is, it just takes removing the marketing hat, setting aside your tendency to try and control the message and just have a conversation with people. Try it. It will change the outcomes to your liking.

Drew’s Note:  Jason Falls is a stand up guy.  He is an natural conversationalist, which may be why he gets social media like nobody’s business.  He’s the director of social media at Doe-Anderson, a brand-building agency in Louisville, Ky. He is the author of SocialMediaExplorer.com, a leading social media, public relations, marketing and communications blog.  He’s also completely ga ga over his kids.  Another reason to like him.

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43 Comments so far ↓

  • Marcel LeBrun

    Hi Drew,

    Right on!! Glad you got Jason to post about this. It starts with listening, then responding… both important disciplines to master before a brand has the credibility to move up the social media maturity path into telling their own story, creating content, etc.

    I agree, Jason Falls is a great guy and knows his stuff. A natural conversationalist, indeed!

    In case this is helpful, I did a presentation last week that might compliment this topic nicely. Once you have decided to listen, what do you listen for? I did a presentation on “The Top 10 Conversations To Listen For In Social Media” (audio + slides) – feel free to use it as you wish. link to brighttalk.com

    Regards,

    Marcel

  • Dean Westervelt

    Hi Drew and good morning,

    Great post on the challenges of utilizing the information from listening analyses.

    My background (prior to joining Collective Intellect early this year – disclaimer!) was in traditional and e-marketing analytics. Goals should drive analyses and testable action should be the net result, regardless of your marketing channel. I found even within the traditional marketing arena that acting on the information presented was often a challenge for our client partners. This challenge only increases within the social media arena but is just as important.

    Anyway, good summary and thanks for the post.

    Dean

    P.S. Thanks for the mention – I should point out that CI does offer some very economical listening options as well!

  • Corporate Job Training

    Drew…
    You being a marketer still not use Google Adsense as a revenue option on your blog. Any particular reason for that?

  • patmcgraw

    I would agree with Marcel with one slight modification…listen, then restate what you heard so that you make certain you really understand what you heard, then offer a solution before responding.

    Sometimes the ‘other person’ might not realize what they said or might not have a clear vision for what an acceptable solution would be, so you should engage in a bit more dialogue before running off and responding.

  • David Brim

    Very good list and thorough review Drew. Another tool I find very helpful is TweetBeep. It’s similar to Google alerts, but for twitter. Also monitter.com is another useful tool that helps you keep track of conversations occurring on twitter. You can even break it down geographically.

    Looking forward to future posts

  • Drew McLellan

    Marcel,

    Thanks for adding your presentation to the conversation. Good stuff!

    Drew

  • Drew McLellan

    Hey Dean,

    I’m curious…what would you say the measurable metrics of import are for Twitter? Blogging?

    I think part of what people wrestle with in terms of measurement — is the goals are very different. Therefore the measurement is pretty different.

    What do you think is the best way your company helps clients listen better?

    Drew

  • Drew McLellan

    Hey Corporate –

    Yes, there is a reason for my not using Adsense. I monetize this blog by securing speaking engagements, clients and consultation gigs.

    Adsense is a great solution for many, but not something I want to clutter this blog with.

    Thanks,

    Drew

  • Drew McLellan

    Pat,

    An excellent point. Many times people either aren’t as clear as they’d like to be or they might be confused as well. It never hurts to ask a few clarifying questions.

    Drew

  • Drew McLellan

    David,

    Hmm, I hadn’t heard of either of those solutions. Thanks for adding them to the conversation.

    Drew

  • Dean Westervelt

    Hi Drew and thanks for the question – measurement is indeed the $50,000 question right now for social media. I was part of a measurement panel sponsored by McCann in September (along with Quantcast, Networked Insights, and M: Metrics/Comscore). IMO, it basically boils down to correlating social media metrics such as activity, emerging conversational themes, and topic-specific tonality (sentiment) to harder metrics (web, e-mail, lead gen, sales).

    Here is a post summarizing my thoughts from that panel:
    link to blog.collectiveintellect.com

    Collective Intellect, like the good folks at Radian6, Cymfony, etc., provides these social media metrics for any brand, company, product, etc. Twitter is one of the input channels we focus on and, as such, can be examined separately and tied to marketing goals.

    CI then collaborates with our client partners to tie these metrics to marketing and sales goals of interest.

    Does that answer your question?

    Dean

  • Drew McLellan

    Dean,

    It sure did — thanks for sharing your expertise.

    Drew

  • laurent

    What you described becomes complexe when you have to do it as a team starting with 2 ;-). Alerts/readers are one man tools with limited collaborative features. If used by more than 2 people to listen/engage with relevant communities, you will run into issues of ‘duplicate reading’ (not a real pbm except that you really want to distribute the work accross colleagues for productivity reasons), not knowing who has done what when..and so on. The truth is that marketers & more are already listening and engaging individually but for a business/organisation, the true value becomes when they can coordinate their effort to benefit from the power of many.

  • Eamon

    Interesting and useful post (opened me up to some useful tools).

  • Cari

    Hi Drew,

    Great post. You have some great suggestions. It just reiterates how important it is for companies to have real conversations with their customers. With social media, it is so easy to make contact with a huge number of people that everyone should be taking advantage of the opportunity.

    Our goal is to create relationships with our clients’ customers through online conversations. Like Radian6 and Buzzloic, we monitor and measure online conversations about your company and industry and then get involved in the conversation. However, our focus is on small and medium-sized businesses.

    Thanks again for the post.

    Cari
    Buzz.io

  • Drew McLellan

    Laurent,

    Without a doubt…listening (and sharing) among many within a company is vastly superior to it being done in a vacuum. I could not agree more!

    Drew

  • Drew McLellan

    Cari,

    Thanks for adding another resource to the discussion. I’m going to have to check Buzz.io out!

    Drew

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    The truth is that marketers & more are already listening and engaging individually but for a business/organisation, the true value becomes when they can coordinate their effort to benefit from the power of many.

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    I must admit, I use some of these materials on marketing in my university research. Thanks.

  • Watch Movies Online

    It’s similar to Google alerts, but for twitter. Also monitter.com is another useful tool that helps you keep track of conversations occurring on twitter. You can even break it down geographically.

  • Watch Movies Online

    It’s similar to Google alerts, but for twitter. Also monitter.com is another useful tool that helps you keep track of conversations occurring on twitter. You can even break it down geographically.

  • auto loans

    Very good list and thorough review Drew. Another tool I find very helpful is TweetBeep. It’s similar to Google alerts, but for twitter. Also monitter.com is another useful tool that helps you keep track of conversations occurring on twitter. You can even break it down geographically.

  • Portugal Holidays

    Also monitter.com is another useful tool that helps you keep track of conversations occurring on twitter.

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    With social media, it is so easy to make contact with a huge number of people that everyone should be taking advantage of the opportunity.

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    monitter.com is another useful tool that helps you keep track of conversations occurring on twitter.

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    The truth is that marketers & more are already listening and engaging individually but for a business/organisation, the true value becomes when they can coordinate their effort to benefit from the power of many.

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    The technology is just a common mechanism that facilitates the message exchange.

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    I am using tweetdeck for monitor the twitter performance.

  • Blog commenting service

    Social media tools are a great way to get the word out about your passions, your interests, the company’s latest products, but we tend to rush right into the “speaking” side of the toolbox without giving much thought to the “listening” part. Knowing what people are saying about you, your competitors, and your industry as a whole are just as important as blogging and making good video.

  • Seguro Automoviles

    Marketers are known for talking, not listening. That is not to suggest we have not used tools like focus groups, user surveys or other research instruments in the past. It’s just that, in the era of the participatory web, listening is not an option; it is a mandate.

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    mas bisa dijelaskan lewat emailku gak aku kurang mudeng….

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    Thanks for such a wonderful video I had great pleasure watching all this video.

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    I loved the way of your presentation. It is an interesting post. Just keep it up by making new posts…………………Thanks a lot.

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    For some reason my browser doesn’t display this page correctly… Anyway, it was a really interesting article, keep up the good work and I will be back for more

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    In case this is helpful, I did a presentation last week that might compliment this topic nicely.

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    I tried to extend your smart metaphor about designers and developers, and what would be in between the developers and the designers in our world (Drupal) would probably be some sort of project manager. I sure wouldn’t want to be in those shoes. Just as I wouldn’t want to be an interpreter between a swede and a dane ;)

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    I found even within the traditional marketing arena that acting on the information presented was often a challenge for our client partners. This challenge only increases within the social media arena but is just as important.

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    I found even within the traditional marketing arena that acting on the information presented was often a challenge for our client partners. This challenge only increases within the social media arena but is just as important.

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    So yes, great system, and it seems to be getting worse. At least in July I didn’t have to cancel and upgrade, the transfer of both happened at the same time.

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    I would agree with Marcel with one slight modification…listen, then restate what you heard so that you make certain you really understand what you heard, then offer a solution before responding.

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    I found even within the traditional marketing arena that acting on the information presented was often a challenge for our client partners. This challenge only increases within the social media arena but is just as important.

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