Listening is a crucial skill in social architecture

Over the last week I have worked in Los Angeles with a variety of individuals and entities. The experience has been fascinating AND revealing.

One of the first observations I have is that most entities interacting for the first time with social media marketing truly struggle with the concept that relationship architecture and network analysis MUST be preliminary steps. And this is done using LISTENING tools like Radian6, Buzzmetrics, Trackur, Compete, JIVE and the like. The concept of listening to OTHERS as an INTEGRAL aspect of formulating marketing plans and models lies outside the conventional creative bent. Most of the super-creatives I have run into this last week are hell-bent on THEIR own vision, which is fabulous of course. AND it has been my job to be the listener and translator of what their prospective audiences say each day about their material.

LESSON #1: Transitioning creatives to customer-centric marketing/sales tactics IS JUST AS CHALLENGING as doing so with brand managers, marketing managers AND general managers at major corporations. BUT once both types of individual and entity see lists of top bloggers, top tweeters, top FB groups and top forums in which their audience resides AND the volume of their potential market…ONLY THEN do they wake up to the amazing POSSIBILITY that social architecture and relationship analysis provides. Again, employing strategists trained in LISTENING TOOLS is vital to customer-centric vs. product-centric business. (ie.- A single Key Influencer who tweets to 1.5 million of their prospects OR a FB group of 850,000 entirely populated with their kind of tribe members OR a blogger who over 2 million read every day. Those are NOT numbers to turn away from).

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2 Comments

  1. I really liked the point about transitioning to a customer-centric type model. It’s a bit of a shift for some in the traditional space, but an important one.

    Listening is always the first step in determining next steps in social – whether you decide to just keep listening, feel out the water, start to respond, etc. It’s the foundation, the starting point. It really gives brands a good idea of where the conversation is, what is being said, and how its being said.

    Thanks for mentioning us!

    Lauren Fernandez
    Community Manager, Radian6
    @cubanalaf

  2. Thanks Lauren! : )

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