Eavesdropping on consumers’ social-media chatter allows marketers to economically and regularly peer inside people’s lives as they are being lived, without introducing biases through direct interaction. Armed with traces of revealed opinions and behaviors, managers can, at last, discover the manifestations and ripple effects of their actions on consumer behavior... Social listening competency will be critical to competitive advantage in the digital age*. And it is marketers, more than anyone else, who should pay heed.
Everybody in marketing knows that social media has become vitally important for advertising and marketing messages. What many fail to realize is that social media is not just another platform or medium. It is now the single most important medium in marketing, a medium that has transformed how we measure success in all media. It is pivotal. Today, if you run a television campaign and it does not generate social media comment and sharing, then it has failed, no matter how many eyeballs you have reached or how efficiently you have reached them. Outdoor? Radio? Print? All the same. Job number one for any marketer in 2017 is to generate social buzz via social media platforms.