個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Why Listening Matters
內容大綱
Many social media platforms exist today, but the thing all of them have in common is that they are used by real people. Algorithms and analytics are typically what marketers focus on when utilizing social media; however, they should instead be striving to meaningfully connect the company to the people who will help them grow. Taking a people-first approach, this book discusses how to better use social media for marketing purposes and communicate with others using social media platforms. Reaching a certain audience is not the only goal; listening to them is also vital for marketers to take full advantage of social media. This approach will never change even though the various social networks always are. By making sure that people are the focus of all social media strategies, marketers can offer more value to companies and the people they serve. Chapter 4 explores the importance of listening on social media. Companies can practice active listening by participating in ongoing, meaningful conversations and responding to those who reach out to them. Timely customer service is important whether the conversation opener is positive or negative. Listening for interceptions involves setting up keyword monitoring to know whenever people are talking about a company online or to know what's being said about the competition. Surveys can also be useful, and social media can be used for focus group recruitment. Passive listening is a broader approach to observing behavior, and companies use it to determine sentiment and inform future content, strategies, and events. Data analysis can be used not only to target and deliver ads but also to truly understand people. Data analysts can help with combing through the overwhelming amount of data. Listening to influencers should be included in social media strategies. Listening to competitors is vital if a company is going to differentiate itself.