The Biggest Missed Opportunity in Social Media Has Nothing to Do With Marketing |
The Biggest Missed Opportunity in Social Media Has Nothing to Do With Marketing
It’s time to stop “social listening” and start “social doing.”
EXPERT OPINION BY JASON MITCHELL, CEO, MOVEMENT STRATEGY @MOVEMENTS
Illustration: Getty Images
Most brands are already familiar with social listening—using software to see trends in how brands are being discussed online. They all have access to the same tools, and most are tracking the same surface-level metrics like sentiment, volume, share of voice, and trending topics. But too few brands are willing to actually act on what they’re hearing. Instead, they use it to validate what they already believe, when the real value is in the moments when an audience........