Active Listening on the Social Web

If a brand’s ultimate goal is not just to know more but to actually have a positive impact on its relationships with consumers, that can only be accomplished by demonstrating through its actions that it’s been listening.

In other words, the only thing that really matters is what you do after you’ve listened. Problem is, there are a lot of engagements underway that begin and end with listening.

That’s because listening provides brands with a safe introduction into the social world. It feels like a controllable way to dip a toe in the water. Unless listening is turned into action, these exercises become the last thing anyone needs: another monthly meeting to review a deck.

So here are some suggestions to consider for developing an active approach to listening, one that makes listening both necessary and sufficient.


This is a very insightful approach to branding and marketing strategies using social media. I especially like the suggestion to send a public tweet summarizing private conversations that may be valuable to others. That’s a valuable asset that sidestepped the public (and searchable) value of the medium, so it’s important to bring it back in.

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