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“Social media listening has, by many measures, replaced focus groups and phone surveys. But those old-school approaches still have a role to play, according to marketers and industry observers.” — Sue Hildreth
Today’s WhatIs.com Word of the Day is social media listening, the the process of identifying and assessing what is being said about a company, individual, product or brand on the Internet. Sue Hildreth says that both social media and person-to-person information-gathering have value, but social media listening is quickly becoming the primary customer intelligence tool.
In the article referenced above in her quote, she points out several ways to use social media to get consumer insight, including online customer support forums, monitoring tools to gather comments from social outlets such as Facebook and Twitter, and crowdsourcing software that enables customers to suggest new product features and vote on their favorites.