The Art of Strategic Listening, Finding Market Intelligence through Blogs and Other Social Media, is a guide for Marketing and PR professionals to understand their client’s activity on Social Media while gaining information on how to navigate their way through Social Media. This step-by-step book outlines what Marketing professionals can learn from monitoring customer conversation, which companies provide specific services on Social Media, setting up their own monitoring system, how to choose keywords for news alerts, and lastly, how to incorporate strategic listening fits in with traditional research methods. The author, Robert Berkman has more than 20 years of experience teaching about effective research techniques. He is an associate professor at the Department of Media Studies and Film at the Ne School in New York City.
My objective in reading specific chapters in this book is to understand how this information is being presented to researchers and marketers, and how Social Media is being explained to them. The first couple of chapters I will focus on is “The Opportunity: Blogs, Social Media, and Market Intelligence”, “The Art of Tracking Trends”, “How Credible is Social Media?” and “The Big Picture and Future Trends.”
I am interested in discovering the answer to Collette’s question she posed to me in my previous blog post which was “What social media is the most effective…it seems like there’s so much “noise” on social media from everyone/every company/every organization trying to get its message out. How does one stand out?”
With reading these chapters, I plan to use information I gather to construct interview questions for Marketing executives in Manhattan after Spring Break.