Why listening is a superpower for social media managers

“Most people do not listen with the intent to understand; they listen with the intent to reply.”

That’s from Stephen Covey’s best-selling 1989 book, “The 7 Habits of Highly Effective People.” Although it was aimed at people wishing to be better managers, it could serve even better today as a motto for social media marketers.

Social listening or social media monitoring is really no different than search optimization—and being discovered is one of marketers’ biggest challenges, especially today. Earlier articles have argued for improving keywords to better chances of being discovered, but little has been said about why this practice can make a difference. Here’s why investing in a social media listening tool makes all the difference:

Many consumers conduct a Google or Quora search because they’re seeking information or help about a particular issue or challenge. Or they join a discussion group and raise their questions. Wouldn’t it be nirvana to know who has a question that the brand or service can readily solve?

Unlike ads, which are reactive, “hit and miss” affairs, being made aware of a consumer who fits the brand or service creates an ideal scenario: an offer of assistance that would not only be timely but also well received.