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Social Listening: A Strategy to Bond with the New Age Customers


Affiliations
1 Assistant Professor, Rizvi Institute of Management Studies and Research, Mumbai, India
2 Professor, Rizvi Institute of Management Studies and Research, Mumbai, India
 

The good old days for businesses where they were only concerned with conceiving and communicating a message to its target audience are long gone. The conversations since then have turned into two ways between the business and the customer, and vice versa. While businesses are gearing up to this new reality, a new conversation reality has emerged where the conversations are happening among customers about brands, but without them. Businesses are losing control of the narrative and the conversations have become more interactive and engaging instead of preachy and one-sided as they used to be. Essentially, conversations are happening on multiple platforms in multiple ways and multiple spaces, with or without the business being involved. Social Listening can help.

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  • C., M., Atilano, M., & Arnold, C. L. (2017). Improving Customer Relationship with Social Listening. international Journal of Customer Relationship and Marketing, Vol. 8. Issue 1, 49-63.

  • Crawford, K. (2009). Following you: Disciplines of listening in social media . Continuum (Perth), Vol. 23, No. 4, 525–535.

  • Dougherty, J. (2015, May 18). 3 Things to Know About Social Listening. Retrieved from Cision: https://www.cision.com/us/2015/05/3-things-to-know-about-social-listening-that-no-one-tells-you/

  • Genpact. (2012). Social Listening: Turning Conversation into Actionable Insights. Retrieved from Genpact: https://www.genpact.com/downloadable-content/insight/social_listening_turning_ conversation_into_actionable_insights.pdf

  • Stewart, M. C., & Arnold, C. L. (2016). Defining Social Listening: Recognizing an emerging dimension of listening. Proceedings from Florida Communication Association’s 86th Annual Convention: . Orlando, FL.

  • Wagner, V. (2014, November 24). Hear, Hear: The Rise of Social Listening. Retrieved from CRM Buyer: https://www.crmbuyer.com/story/81409.html


Abstract Views: 293

PDF Views: 197




  • Social Listening: A Strategy to Bond with the New Age Customers

Abstract Views: 293  |  PDF Views: 197

Authors

Tapish Panwar
Assistant Professor, Rizvi Institute of Management Studies and Research, Mumbai, India
Kalim Khan
Professor, Rizvi Institute of Management Studies and Research, Mumbai, India

Abstract


The good old days for businesses where they were only concerned with conceiving and communicating a message to its target audience are long gone. The conversations since then have turned into two ways between the business and the customer, and vice versa. While businesses are gearing up to this new reality, a new conversation reality has emerged where the conversations are happening among customers about brands, but without them. Businesses are losing control of the narrative and the conversations have become more interactive and engaging instead of preachy and one-sided as they used to be. Essentially, conversations are happening on multiple platforms in multiple ways and multiple spaces, with or without the business being involved. Social Listening can help.

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No Keywords.

References