Listening and the Art of Social Web Marketing

At the DMA 2010 Conference, Chris Brogan, President of New Marketing Labs, spoke about the importance of listening as an enabler of social web marketing.  Active listening is a critical skill in both life and business – just ask anyone who has a spouse or a boss.  [Fill in own joke here.]

What is active listening?  It’s a process that requires the listener to understand, interpret, and evaluate what they hear.  In the context of the social web, active listening is what enables a business to understand, measure, and take action.  It’s the foundation upon which are built the four Cs of social media: Connect, Content, Capture, and Capitalize.

During his presentation, Brogan gave a personal example of the social web and the wisdom of crowds.  An impulse shopper, he used the collective intelligence of his broad network of followers to research an electronics purchase.  His search started on Google, friends offered their suggestions, and a tweet from H&H Photo in New York closed the deal.  “The next thing you know, I’m shopping.  I’m shopping, when I was just kind of complaining.”

In this short video clip, Brogan offers some very practical advice on how people socialize and interact with each other across the Web.  Learn how business can engage in the conversation, better connect with consumers, and nurture relationships.

Social media veteran Chris Brogan is a prolific blogger and co-author of the best-selling book Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust.


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