Intentional Listening: The Foundation of Social Media Marketing

If you interact with a significant other, a neighbor, team members or co-workers, no one needs to tell you that listening is critical to almost any relationship. Since social media marketing builds on relationship, there’s been plenty of talk about the nature and role of listening in SM.

What we must not overlook is the fact that all listening is not equal. Query your favorite search engine for “types of listening” and you’ll find plenty of content on Discriminating (I-get-to-pick-and-choose), Passive (I’m-not-really-engaged) and a handful of other labels that seem like attempts to quantify the fact that sometimes we listen; often we fake it.

It is not difficult to make a case for Discriminating Listening in selected situations. After all, it is almost impossible to find a market segment that is not flooded with messages, each making as big a splash as possible in pursuit of mind share. The art of communication often seems inexorably linked to the metrics of media buys, production costs and decibels. The result can be deafening.

And with all the talk about the subject, one can’t help wondering whether marketers are listening.

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Brands Setting Up Shop on Facebook… no big deal

Not sure why the media, and some “pundits,” are so ga-ga over this. Seems to me to simply be another place to sell stuff and nothing unique about it… think “click to buy here” or about shops offered in the past from Yahoo, etc. Shoppers tend to buy most in dedicated ecommerce environments where they are comfortable and in a buying frame of mind.

This is nothing more than an additional storefront in a place that someone is less likely to make a purchase. IMHO will not add significant sales to a retailer, but worth trying if available and cost effective. Even Facebook is not expecting much in sales or they would be asking for a rev share/affiliate fee… instead they want to simply sell more ads which they know will be profitable for them.

Ted Rubin