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Social Listening: Consumers Don’t Like It and What Your Brand Should Do About It

It’s common for companies to listen to conversations on social media. This way, they can understand consumer opinion about brands, products, and services. The problem is consumers don’t like it. A 2012 study by JD Power and NetBase shows that 40% of consumers think social listening intrudes on privacy, even though this is “social media." False Expectations? The question is should users even expect to have online privacy in the first place? Last summer Google basically told a federal court that people who care about privacy should not use their service and as Molly Wood, executive editor at CNET subsequently pointed out: “Google reads your e-mail, knows what's in your calendar, looks at your photos, and knows who your friends are, and that's just via its in-house services. When you include the breadth of its search, Google … [Read more...]

Social Listening for Healthcare Marketers: 4 Steps for Success

Are you in charge of managing social media at your healthcare organization? Whether you’ve been around social media for a while or you’re new to the game, you’ve probably heard of the term ‘social listening.’ Social media listening is the continuous process of identifying and monitoring what’s being said about your organization online. It’s not something that you do once (say at the beginning of your social media launch). It’s something that you do all the time – in the beginning, in the middle and throughout your social media campaign. Image credit: iStockphoto Why Listen? Social media listening is important for two reasons: To identify unmet needs and respond quickly to those who need your help. To uncover potential problems that could potentially hurt your brand. But according to a report by McKinsey most … [Read more...]