After reading Marketing in the Groundswell, I now realize as a marketer listening is the best thing you can do to build a relationship with someone else. So many marketers do the research but get nothing in return because they didn't necessarily listen to what the customers had to say.
In one section of 'Listening to the Groundswell', they discussed ways to help you succeed better in listening to the groundswell. Here were the tips discussed:
1. Check how active your customers are with social technologies. (very true if you're marketing to an older generation.)
2. Start small, think big. I agree that market research and listening can get very expensive so start with one product to listen to and then work your way up.
3. Make sure your listening vendor has an experienced team to your effort. You don't want someone who can't listen monitoring your consumers. So, you need experienced marketers who know what consumers want and need.
4. Choose a senior person to interpret the information. After extensive listening and compiling mass amounts of feedback, you'll want someone who can read the information you have attained and give feedback to your workers. So, making sure someone who has been with the company a long time should now the products and consumers well.
So, to be successful when listening to your consumers through social media practices one most take into consideration the consumers wants and need and the company must focus strongly on the information gathered. You can listen to someone all you want, but if you don't process this information that they are giving you your company will not be successful. Thus, losing loyal customers and sales.
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