In this week's reading, Kerpen identifies communication as 50% listening and 50% talking. Social media is the first communications channel that allows for such listening in large scale. Due to the evolution of social media, platforms such as Yelp, Facebook, Twitter and Discussion Boards have afforded companies the capability of listening more to conversations of existing customers, prospect customers, vendor partners and competitors' customers (Kerpen, 2011, p.14).
Social media listening allows companies advantages which include, avoiding pricey campaigns that they think people will love about their product or service, a better understanding of how customers use products (or don't use them), changes to offerings and how to communicate with customers (Kerpen, 2011, p.15).
When companies engaging in social network practices they are not only strengthening the customer experience and building a relationship with customers. They are also creating numerous opportunities toward building their brand through marketing, public relations and advertising (Kerpen, 2011, p.167).
Based upon this week's reading: Discuss a scenario in which social listening and engagement helped a company build their brand through marketing communications.
References:
Kerpen, D. (2011). Likeable social media: How to delight your customers, create an irresistible brand, and be generally amazing on facebook (& other social networks). New York, NY: McGraw-Hill.
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