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.