Social Media Marketing

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Figure 7.3 We’re Listening: Café Coffee Day

Start By Listening

So if avoidance of change is at the top of the “don’t do” list, what is the right thing to

do? Instead of avoiding change, develop a listening-based and policy-driven response

channel. Yes, social media can be tricky. And yes, conversations that you can’t control

can be a challenge. So, start by listening—actively listening. Begin collecting social

data, create a historical baseline, and use this to chart your way forward and to pull in

the rest of your team.

By establishing a solid baseline, for example, you set up robust measures of suc-

cess. That is always helpful. Second, you develop a sense of when conversational levels

or topics “aren’t right.” You can use this knowledge to trigger responses when situa-

tions that warrant a response arise.