The Big List Blog
How to run a social media listening program — Live from the Brands-Only Summit
10:16 — Keith starts by asking, “Why is listening important?” To make sure we’re actually hearing what people are saying. He says to read The Cluetrain Manifesto by Christopher Locke.
10:18 — Keith: In order to have a good conversation, you need to be listening.
10:20 — Keith says you can go from listening to intelligence in 5 easy steps:
- know why you’re listening
- optimize tools and talent
- don’t use good data for evil
- don’t just listen, hear!
- Go big (data) or go home
10:22 — Keith: Know why you’re listening: All good conversations start with listening. Know what to say, what not to say, and know when to talk. This is the world’s biggest focus group.
10:24 — Optimize tools and talent: Ask, internal or external? Listening command center vs. decentralized? For tools: free vs. paid, stand-alone or interact with other tools, support multiple languages, alerts? Ask if you need boolean vs. natural language processing. Here’s a confusing tweet for bots to decipher, for example: ”So sad to be leaving the Grand Floridan ”
Keith gives a pro-tip: Make sure the tool is transparent and the data is raw.
10:27 — Keith: Don’t use good data for evil. There is no such thing as bad data. Bad data is an excuse by bad data scientists, caused by bad questions, bad methodologies, and a bad conclusion.
10:30 — Keith: Don’t just listen, hear. If a tree tweets in a forest, does anybody hear it? Create a weekly report that summarizes the brand and what the competition is doing. Don’t just be a CMO that scribbles on a report and sends out to his team to take action.
10:32 — Go big (data) or go home! Using the Grand Floridian as an example, look for: Reservation trends, comment cards, feedback. Social media + CRM: Match tweets with reservations. Incentivize customers to hand over social profiles.
Q & A:
Q: Who’s responsible for training employees on the tool and how to listen?
A: Keith: We’re set up as a center of excellence. A vendor came in did training, but it wasn’t enough, so we’re taking that on.
Q: How far along are you on proving the importance of social media data to executives?
A: Keith: We’re still doing trials and testing.
Q: Are you outsourcing weekly reports?
A: Keith: It’s one of the first things I did when I came to Rogers. We are using a vendor now, but we’re bringing it in house. We can hire three people and still save money instead of outsourcing.
Q: Who are the vendors you’re using that you’re seeing success with?
A: Keith: We’re a complex company and we were looking for a tool to use across brands — one good for publishing, listening, and engagement for community managers. We chose Attensity, but we’re still using Radian6.
Q: Who are you hiring? Data people? Social people?
A: Keith: We recently hired a data scientist. He’s a purist and won’t let us use bad data. He can take data and turn it into stories. We’re looking to hire three people to support him.
We will never, ever release your email.
- SocialMedia.org’s weekly list of upcoming word of mouth and social media conferences
- Social media job openings and new hires at Walgreens, Taco Bell, Scottrade and more
- All the great ideas, tweets, and takeaways from BlogWell Dallas
- Social media case studies from Liberty Mutual, U-Haul, Pizza Hut, and more