Listen first!
Subtitle: turning social media conversations into business advantage
By: Stephen D. Rappaport
Publisher: John Wiley & Sons
Published: 2011
Place of publication: Hoboken, N.J
Language: eng
ISBN-13: 9780470935514
Subjects: Social media; Online social networks; Internet marketing; Consumers; Branding (Marketing); Research
Description: "Listen First! responds to four questions often heard: what is listening to social media, how is it used, how is it done, and where is it headed? Currently there isn't an authoritative source that organizes and synthesizes what is known about social media listening and presents it in a way that was useful for making marketing and branding decisions. This book is the response to fill that void.  The author explains the state of the art in social media listening, selecting cases based on solid research that stand up to careful scrutiny and whose methods supported doing excellent listening work. This book will start the conversation on online listening in all companies who want to run more efficiently"--
Notes: Includes bibliographical references and index.
Table of contents: title: Machine generated contents note: Foreword.; title: Part 1.; title: Chapter 1: Organize for Listening, Define Objectives, Key Measures, and Conversations.; title: Chapter 2: Listening Solutions..; title: Chapter 3: Field, Analyze, Report and Evaluate; title: Part 2: Listening-led Marketing: Applying Social Media Listening Insights to Achieve Key Objectives.; title: Chapter 4: Understand the Consumer's Mindset.; title: Chapter 5: Discover New Customers.; title: Chapter 6: Drive New Product Development and Innovation.; title: Chapter 7: Create Messages That Resonate.; title: Chapter 8: Improve Products and Services.; title: Chapter 9: Increase Sales.; title: Chapter 10: Look Forward to Drive Business Forward.; title: Chapter 11: Rebrand and Reposition Products and Services.; title: Chapter 12: Manage Reputation.; title: Chapter 13: Compete Strategically.; title: Chapter 14: Customer Care and Customer Satisfaction.; title: Part 3: listening-led marketing and media innovations.; title: Chapter 15: Social TV Measurement.; title: Chapter 16: Listening-based Targeting.; title: Chapter 17: Achieve Share of Market Goals.; title: Chapter 18: Listening-based Sales Prediction.; title: Part 4: Introduction.; title: Chapter 19: Listen to New Signals.; title: Chapter 20: Focus on Culture.; title: Chapter 21: Drive Business With Social Data.; title: Chapter 22: Rethink Media and Marketing.; title: Chapter 23: Become a Listening Organization.; title: Vendor Profiles.; title: References.; title: Glossary.; title: Index.