For years I have accused my husband of having selective hearing, you know only really listening to the things he is actually interested in and totally tuning out anything he feels is irrelevant or a waste of his time. If the topic is around finances, our girls’ soccer or basketball games or SEC football, he listens. If the subject changes to a social gathering, my family drama or a new pair of black suede boots, he’s mentally outta there, in some cases leaving skid marks. My business partner Greg and I have also had many discussions around the difference between hearing and listening. Which becomes pretty important when you are in the communications business.
With the explosion of Social Media, we all now have the ability to listen to our customers, partners and employees. We can hear what they like about our company, products and services, but just as importantly, we can hear what they don’t like about our company, products and services. While some companies choose to ignore this new phenomenon or send their legal team out into cyberspace to deal with the comments, others choose to simply listen. And more importantly, learn. They’re learning about what’s good, what’s working and what’s not working. They’re testing new product innovation or service improvements and getting feedback. They’re creating their own research groups and building relationships and loyalty with their customers.
For years, marketers have had the luxury of having total control over their brand’s one-way messaging. Social media has changed the rules. Communications are now flowing two ways. And who will win? Those who are selecting to listen and actually hearing what their customers are telling them.
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