Listening Audits

June 15, 2011

Years ago (three to be precise), I blogged about the opportunity social media gave us to move above the four p’s of marketing and into the space above that, the market identification and business strategy space. I still believe strongly in this, and the reason is social listening, manifesting itself in listening audits. More and more marketers, particularly social media marketers are  getting very excited at the promise of listening audits – what they could uncover, the insight they can give us, the influencers and communities they can unveil. But sometimes you see, well, what you thought you might see.

The real power of the audit is, when the opportunity presents itself, to really make the most of the three out of  chances. To hammer home the insight, the communities, the solution to the problem. Seven out of ten audits end with expected results, or at least stuff we could intuitively guess at. That’s not a problem and we will always be able to mine some nuggets out of every audit.

But when you’re mining for gems, or diamonds per the above, and you find them, don’t let that opportunity go to waste.


Is Listening an Endangered Skill?

November 5, 2009

Four habits of highly effective listeners:

1. The listener thinks ahead of the talker, trying to anticipate what the oral discourse is leading to and what conclusions will be drawn from the words spoken at the moment.

Although, I hate it when people vocalise this. It is distracting when someone constantly interrupts you and tells you either what you are about to tell them or, worse, what they think you are about to tell them.

2. The listener weighs the evidence used by the talker to support the points that he makes. “Is this evidence valid?” the listener asks himself. “Is it the complete evidence?”

3. Periodically the listener reviews and mentally summarizes the points of the talk completed thus far.

4. Throughout the talk, the listener “listens between the lines” in search of meaning that is not necessarily put into spoken words. He pays attention to nonverbal communication (facial expressions, gestures, tone of voice) to see if it adds meaning to the spoken words. He asks himself, “Is the talker purposely skirting some area of the subject? Why is he doing so?”

Very interesting stuff and something we can all work on.

via Is Listening an Endangered Skill? – HBR Editors’ Blog – Harvard Business Review.

Not so interesting but also kind of cool: this was posted using the funky WordPress “Press This” bookmarklet.

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