The Biggest Missed Opportunity in Social Media Has Nothing to Do With Marketing

"The difference between 'social listening' and 'social doing' is crucial; listening tells you what people are saying, while doing is about changing based on that information."

"Many brands are good at listening, but they need to be willing to move if they want to take advantage of the real power of social media."

"Social listening can inform actual business decisions, not just marketing strategies, by addressing unmet needs and improving customer experiences."

"Insights from social media can drive transformative action, but brands often ignore valuable information due to a reluctance to change."

Many brands utilize social listening tools to track online discussions, but few act on unexpected insights. Social listening involves observing trends, while social doing requires responding to those observations. Brands can shape product decisions and improve customer experiences by addressing unmet needs and recurring complaints. However, many insights are ignored due to reluctance to change. To harness the true power of social media, brands must be willing to act on the insights gathered from social listening.

Read at Inc