We listen to social conversations all the time. Listening to these conversations helps us to understand other people and also understand the world. Active listening also helps us to learn and build relationship with others. That way, listening is a very important skill. A new kind of listening has surfaced in the recent years – listening to social media and it is called as “social listening” by some media experts.
Social listening happens when you listen to conversations that happen around your brand or company on social media. A simple act of listening to understand others has gained prominence in the commercial world. Now social listening (Commercially at least!) is all about gaining insight about your brand and company by paying attention to the conversations that happen on social media.
Companies have begun to realize the importance of gaining insight and market intelligence about their products and services. An interesting article in the HBR: “How to get more out of social media-think like an anthropologist” talks about how data scientists and managers should read into these online social media conversations and not straight away reject or pass them.
There is an emphasis on meaning management. Managers glean data, not just on consumption patterns of top brands and general perception of the products but also the culture, the geographical and political landscape of the place and the people. When you want to find meaning in a conversation, you need to understand the context.
Data managers and data scientists need to move away from looking at data as merely points on a graph, when they glean from social media sources for information processing. Even though Big Data analytics is essential, understanding social media conversations requires, delving deep into the culture and social perceptions of the people involved to gain insight.
Social listening requires cultural sensitivity and understanding context
Interestingly, the authors in the article point out that, modern day Data scientists lack the skill and effort required to understand and glean the meaning out of such conversations. Truly to their job and function, as data managers, they have the reductionist attitude. They reduce complex data into lower level data as Ones and Zeros. It is good for other data processing (for example: – Efficiency and profitability calculation), but may not add any value to the process of meaning management for online social media conversations.
Social listening efforts for gaining insight and understanding customers requires marketing professionals and company personnel alike to straddle between information and meaning. As mentioned earlier, finding meaning requires sound understanding of the context.
It is time for cultural sensitive data analysts and info-culture builders within organizations to read the meaning out of such conversations. Such culturally sensitive data analysts can take complex data and form higher order and meaningful information out of social media conversations.
Finding meaning in a conversation involves context. Context is naturally out of the question for information processing professionals and data scientists. Context involves, for example such information deriving questions such as: “Who said it?”, “Why they said it?” and “What are the challenges ?”. Answering such questions gives meaning and valuable context to social media conversations.
Insight and intelligence can be derived from the context.
It is touted that gaining insight through social media conversations should be a regular feature for company personnel. This should not be relegated to the marketing department alone. Infact, the ‘C’ positions of the organization should also get into this art of social listening as an everyday affair. Understanding “Customer thought and intent” is after all the Holy Grail in business.
Social listening has the potential to drive innovation and corporate strategy. A recent example was the social media conversation, about a major food chain brand which went viral on Whatsapp, a popular social media tool. The conversation and spread on the social media was about the poor quality of uncooked chicken which was served to customers. Even live photographs of the food condition went viral. The food outlet was shut down eventually after the event. This event alerted the company officials to rectify their grave mistakes.
There are many such examples around the world. Data scientists need to be sensitive to such information on social media. There are all kinds of signals sent about a brand. Some are true, some may not be and still some are amplified by culture as well. Thorough research may be required for the company to make a response but then the representative samples may not include the actual consumers. Any information coming out of social media is relevant as long it talks about the situation or the mistake at hand.
Finally, what makes it worthwhile is that, it pays every effort to interpret online social media conversations and embrace the context involved in the conversations to gain insight and to understand customers thought and intention.
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