{"id":43791,"date":"2013-02-27T08:49:31","date_gmt":"2013-02-27T09:49:31","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=43791"},"modified":"2013-02-26T13:50:13","modified_gmt":"2013-02-26T14:50:13","slug":"importance-of-online-listening","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/importance-of-online-listening\/","title":{"rendered":"I\u2019m All Ears: The Importance of Online Listening"},"content":{"rendered":"

\"\"<\/span>Online \u201ctalking\u201d has long been synonymous with online presence. Since the rise of social media, it\u2019s been blogs, tweets, and posts that have been the indices of choice when it comes to \u00a0Social Media analytics.<\/p>\n

But what about online listening?<\/h2>\n

Online listening has taken a backseat to online voice. In fact, online listeners have even garnered the derogatory label of \u2018lurkers\u2019 and “freeloaders who leech the energy of online communities without offering anything in return”.[1]<\/sup><\/p>\n

This situation is in contrast to general social norms, which indicate that dialogue is composed of two elements: talking and listening. So, if listening and talking go hand in hand, then why should listening continue to be left out of the equation in cyberspace?<\/p>\n

Recent academic discussions have finally turned to the emerging importance of online listening for those corporations that recognize social media value.[2]<\/a><\/sup><\/p>\n

Psychology of Listening: How Listening Forges Customer Bonds.<\/h2>\n

Regardless of whether it is through traditional conversation, or conversation through blogs, forums, mailing lists, RSS feeds, etc., the act of listening is the most effective way to bond with the customer. It builds trust, allowing corporations to prove their credibility to their target audience. Listening also shows respect, empathy, and support for the customer. It also allows for vital exchange of information.<\/p>\n

So, Why Aren\u2019t Corporations Listening Effectively?<\/h2>\n

Many corporations side step the extensive time commitment of social media engagement by hiring outside contractors to tweet, post, comment, etc. on behalf of the corporation. While outsourcing social media talking<\/em> is quite simple, it is very difficult to do the same with social media listening<\/em>.<\/p>\n

Corporations often rely on contractors or unmotivated and non-compensated employees to engage in online listening. This method, however, is ineffectual as it reduces social media dialogue to mere unidirectional marketing communication. This impersonal approach squelches the benefits of intelligent listening, or listening conducted by someone who is deeply invested in the company.<\/p>\n

By outsourcing social media communication, corporations are missing out on the value-driving benefits of online listening. Online listening has been likened to a giant focus group,[2]<\/sup><\/a> with benefits that include the following:<\/p>\n