The Art and Science of Listening
Effective listening is both an art and a science. That is why the network model employs leading edge systems and technology to pinpoint audiences' needs, wants, interests, and attitudes. This approach focuses on three key variables (Figure 14.1).
When dealing with social media, many marketers have a good idea of what their brand objectives are and what they hope to achieve. It is in the process of achieving those goals that they often run into trouble. One way to improve the odds is to review, and possibly refine, the mandates by thoroughly examining their entire inventory of marketing resources. Included here are all promotional materials, whether or not they are successful; endorsement deals; licensing agreements; existing media; creative properties; and social media activities. It is also a good idea to reach across a brand's enterprise—and beyond—to question assumptions, broaden perspectives, and further clarify objectives. ...