‘Apply Social Listening To The Entire Organization’ – Forrester
Gene Cao says, “Chinese organizations started monitoring social media for purposes of PR crisis management. As I noted in an earlier report, Spring Airlines decided to build social listening functions to identify crises and perform basic brand tracking after struggling with a public relations crisis — the backlash from airline staff blacklisting a passenger for complaining about flight delays — on Sina Weibo in 2012. Like Spring Airlines, most Chinese organizations now hire social media monitoring specialists and leverage insights drawn from social data to support marketing functions like optimizing marketing campaigns in real time, measuring the results of social campaigns, and collecting ratings and reviews from customers.
Moving forward, some early adopters in China have applied social listening to broader business functions in their organizations, including customer service, sales, distribution, and product innovation. In my most recent report, I see that these early birds have achieved benefits including”.
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