Why Social Listening is Essential

We know from our Digital R&D¹ that consumers now value online recommendations from other consumers as much as advice from online experts. And, both of these groups are considered more influential on brand attitudes and future decisions than communications from companies or opinion leaders.

The particularity of online recommendations are that they reach far more people on average than traditional recommendations to friends and family and while positive word-of-mouth (WOM) is more frequent, negative WOM has a longer lasting effect and more impact.

• The proliferation of user-generated comment about brands signifies the seismic shift in the control of brand image away from owners
• There are now a multitude of trusted originators of information and opinions and there is a huge challenge, not only to engage with these, but even to follow what is being said
• It is now vital that marketers and insight managers are kept abreast of online conversation regarding their brand and the experience of their customers.

THE BOTTOM LINE Conversations are happening with or without you A single comment, blog post or product review becomes a permanent record online Not knowing what is out there can lead to misinformation and rumours becoming perceived truths Listening is an easy yet robust way to know what is being said about your brand capturing salient Voice of the Customer

note 1 - source: Ipsos Loyalty Digital R&D France 2010