“Listen Before You Speak.” You’ve likely heard this wise advice from a parent, friend or public relations professional.
My friend Ambassador Mary E. Kramer talks about the essential nature of listening in her book “More Than a Walk on the Beach: Confessions of an Unlikely Diplomat” published in 2010. Kramer, former US Ambassador to seven nations in the Eastern Caribbean, says:
– “Little that is good or sustainable happens without respectful disagreement and discussion; without communication skills that include being willing and able to listen.”
– “Listening is the MOST important leadership and diplomatic skill.”
– “There’s no better way to connect with the people than, well, to connect with the people. The Internet and Facebook are great, but nothing replaces face time.”
“Listening” is equally essential in formulating your organization’s social media strategy. First, read/listen to what is said online by your important publics (satisfied and unsatisfied customers, key influentials and others) about your company and your product/service. Only then can your team formulate the RIGHT strategy and tactics, and allocate the appropriate resources.
Hanser & Associates’ Social Media in Des Moines 2011 Survey illustrates the correlation between organizations having a strategy in place (hopefully, based upon listening first) and their satisfaction with results of their social media program.
For example, about 60 percent of organizations with a strategy said they are getting what they expect from their social media program, versus only about 40 percent that do not have a strategy. And just 52 percent of organizations have a process for responding to relevant discussions discovered (through listening) through social media.
Listening can help you know — really know — the answers to these fundamental questions:
– What do customers need/want? (Are you providing it?)
– Are customers satisfied with service? (Are you delivering?)
I invite you to email or call us to discuss how your organization can improve your strategy for listening.
Ronald Hanser, President, Hanser & Associates
[email protected] / 800-340-6434