How to use digital tools to listen more closely to audiences

Every business is in search of a competitive advantage.

From video conference brainstorms to strategic planning meetings, they chase that elusive idea or campaign. In the obsession over creating something new and defining, however, they often overlook one of the most basic ways to better understand their customer: Listen to what they have to say.

At no other time in human history have businesses had such unfettered access to the thoughts and preferences of their target audiences.

Every day on social media, message boards, blogs and apps, current and prospective customers share their opinions, likes, dislikes and experiences for the world to see. From the broadest opinion to the most specific personal brand encounter, digital listening provides the ability to shape campaigns and strategies based on real-world data and intelligence.

In addition to being an opportunity, digital listening can also avert a crisis. More and more frequently consumers are going to the internet to share their negative experiences. Oftentimes, a swift action and response is all it takes to turn a poor brand interaction into a positive one.