As a communication major, many of my classes have dealt with the difference between hearing and listening. And let me tell you, there is a big difference. Listening means really taking in the message you are receiving and processing it. On the contrary, hearing is simply the physical act that occurs when someone is speaking to you, you hear them. Well in chapter 5 of Groundswell, Li talks about listening to the groundswell. It is important for advertisers, companies, and executives to listen to the people who are talking about your product in the social media world. According to Li, "your brand is whatever your customers say it is" (pg. 78). I really believe this to be true.
In order to really know what your customer is saying, you have the listen to them. Go into their world and find out what they want from you, what they expect from you and what they think of you. If someone on twitter is bashing your product, that is going to spread quickly, and a company needs to be prepared to handle that situation effectively. Just like we talked in class about the State Farm isn't always there fiasco. If the members of the State Farm PR team weren't listening to what the groundswell was saying, there could have been a major crisis for the company come Monday morning.
In order to start to listen effectively and use the groundswell to your advantage, Li suggests following these steps:
1. Check the Social Telegraphics profiles of your customers
2. Start small, think big
3. Make sure you have an experienced team listening for you
4. Choose a higher-up to interpret the information and then pass it down through the company
Listening is one of the most important skills we as individuals and members of the social media world can have.
About Me
- elizabeth
- A recent graduate of Ohio Northern University, I picked up my entire life 3 weeks after graduation and moved to Louisville, Kentucky to begin my professional career and new life.
Elizabeth, I couldn't agree with you more. Listening is an extremely important skill, and many people and organizations lack the ability to listen to people. However, I think that them majority of public relations practicioners make a valient effort to listen to people, especially their target audience. If a PR professional lacks the ability to listen, or does not do anything with the information they gain, often they lose crediation.
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