http://blog.networkedinsights.com/index.php/2010/01/chutes-and-ladders-and-social-media-listening/ Fueling Intelligent Brands Fri, 06 Aug 2010 23:12:32 +0000 hourly 1 http://wordpress.org/?v=3.0 http://blog.networkedinsights.com/index.php/2010/01/chutes-and-ladders-and-social-media-listening/comment-page-1/#comment-2553 Julie Wittes Schlack Wed, 13 Jan 2010 17:39:41 +0000 http://blog.networkedinsights.com/?p=5689#comment-2553 I agree with you, Dan, and would take your argument one step further. "Listening" should not be used interchangeably with brand monitoring and tracking, and "passively listening" (which is how Neff's article quite accurately describes web mining) should not be confused with *active* listening. There's undoubtedly a lot to be gained by harvesting and trying to synthesize the postings of social media active consumers, but as we've learned through our work with private online communities, there's a world more to be learned by visibly, transparently, and actively engaging in *dialogue,* in authentic give-and-take, with consumers. I agree with you, Dan, and would take your argument one step further. “Listening” should not be used interchangeably with brand monitoring and tracking, and “passively listening” (which is how Neff’s article quite accurately describes web mining) should not be confused with *active* listening. There’s undoubtedly a lot to be gained by harvesting and trying to synthesize the postings of social media active consumers, but as we’ve learned through our work with private online communities, there’s a world more to be learned by visibly, transparently, and actively engaging in *dialogue,* in authentic give-and-take, with consumers.

]]>