4 ‘social listening’ lessons from Kleenex

The tissue brand made an impact on #RaganDisney attendees for its moving marketing video, but the company’s social media team took things further by interacting in real time with PR and marketing pros.

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The practice of monitoring online channels to understand what people are saying about your organization can help marketers learn what words people associate with their brands, identify popularity spikes, focus on geographic audience segments that are talking the most and more.

Organizations used to hire focus groups to glean public opinion about their products and services, but now can use “social listening”—also called “social intelligence”—instead of spending a lot of time and resources.

By smartly listening to social media chatter, PR and marketing pros make sense of what people are already saying about their brands. They then can find opportunities to insert their brands into relevant conversations.

A great example of this tactic happened recently during the Ragan Social Media Conference for PR, Marketing and Corporate Communications at Disney World .

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