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Just like my cat Bella really, really wants an opposable claw to get into the Bonita flakes, we marketers want nothing more than to get into the minds of our prospects and customers.
We commission surveys. Sponsor focus groups. Scour customer service requests. But with social media, we now have a whole new set of tools. With billions of conversations indexed daily, the result is a goldmine of information for marketers (and a potential landmine if your company ignores negative buzz).
That means we can get to know our audience like never before. Companies such as Starbucks, Sephora, and many others have thousands of passionate customers who are thrilled to share and prioritize their ideas. How can you join the ranks of these pioneers? It all starts by tuning in to the social spaces where your audience is already talking. And like any good conversation, it’s about listening first.
There are lots of ways to start listening, from simple searches to sophisticated monitoring tools such as Radian 6. Many of them are free and all of them can be invaluable.
