Social media offer unparalleled opportunities listen in as people talk openly about products and services online. Listening Post allows organizations to do just that, tracking consumer attitudes towards their products and services in online discussion on a variety of social media platforms including blogging platforms, YouTube, and Twitter. But Listening Post doesn’t just offer statistics about positive and negative buzz: Through an easy-to-use interactive tool, Listening Post enables non-programmers to search, browse, cluster and semantically tag the results it finds into meaningful categories, permitting users to focus on individual stories that are particularly illuminating.
Listening to consumers is only part of the story. Many social media platforms, most prominently Twitter, offer the possibility of not just listening to potential customers, but actually responding to them—and, even more, engaging them. Listening Post gives organizations the capacity to respond to comments and questions directly, on a one-on-one basis. If someone expresses a desire to consume your product—or offers a complaint about a recent experience with it—you can offer them a free coupon. If someone asks a question, you can answer them. These responses are directed back to customers using whatever mechanisms the particular social media platform provides, such as Twitter’s @reply functionality.
Most importantly, Listening Post lets you engage with customers strategically and scalably. The responses it enables you to generate to specific customer statements online aren’t simply “one-offs:” Listening Post provides you with the ability to craft general response rules that can be applied broadly to any online discussion labeled with semantic tags that you define. Using these rules, Listening Post can then send tailored replies to anyone whose online discussion meets the specified criteria.
In sum, Listening Post allows you to engage large numbers of consumers one-to-one on the basis of their online discussion, providing them with responses and opportunities for action tailored to their specific interests and attitudes.