Listen to This!
18 Nov 2011 3 Comments
in Lessons, New Community Managers
I’m getting increasingly disturbed by the widespread use of the word “listening” in a social context. We’ve been taught that listening can be either active or passive in a face 2 face situation, but the word listening is inherently passive.
Maybe if we started using words that our non-social wannabees could relate to, it would be easier for them to understand what we’re talking about. It’s like talking to them in their own language; how radical is that?
Listening is not:
- Monitoring social channels for mentions
- Pumping out reports on the number of mentions
Listening, to my beginner’s mind, IS:
- Monitoring social channels for mentions AND taking action
- Replying to happy customers and inviting them to our social spaces to continue the conversation
- Responding to unhappy customers and offering a quick resolution to their issue
- At least attempting to measure sentiment, albeit not an accurate science or easy task
Maybe we call it engagement (another widely used social term). Or Customer Conversation. Or Customer Touch Point.
I don’t propose to have the answer, but I know that the word ‘listening’ doesn’t get across the breadth of activities, or the full value that can be produced by its flawless execution.
Nov 18, 2011 @ 17:32:25
Great perspective, Trisha. I just think that the word listening, to the broader business community, is a passive and static activity.
Searching for a better word or phrase to describe that listening is not the outcome, but rather fuels intelligence and our ability to actively engage (another much overused SoMe term) customers, partners, and employees.
Something to think about
Nov 18, 2011 @ 17:56:33
I think I see what you are saying. How does a customer know I am listening if I don’t act, at least to say ‘I am listening, please go on.’
I agree that listening provides the fuel for action. But I think business leaders skip over the value of just listening. Customers and employees still don’t feel heard. Companies put up FB pages, and then broadcast but don’t respond. So, the perception out there is that people **aren’t** listening.
Nov 18, 2011 @ 17:22:14
Hmm…. would ‘lurking’ be a better word? I agree that ‘listening’ is much more than monitoring mentions and reporting on them. But in response to people who have asked ‘What should I **do** first to get started in social?’ I have heard Rachel Happe answer ‘Don’t do anything – Lurk first.’ I agree with this.
Maybe ‘listening’ is one of those ‘it should go without saying’ items? Except that it **doesn’t** go without saying. It really seems that people forget: Listening must happen first.
I would add to the list of what listening is not:
- Spray and pray broadcasting
- Starting a blog because the other guys have one
I listen to learn what is important to others. It doesn’t have to be just rants or raves to respond to – what are people (my customers and fellow employees) interested in? I also listen to gauge sentiment, as you have highlighted. This listening then **informs** my future action. But, I don’t have to act on/respond to everything I hear.
I wouldn’t call it engagement or conversation yet. But listening is the starting point. Listening allows me to meet the other person where she is, and give that starting point engagement and conversation more relevance and connection.