What is the status of Social media listening? What standard business practices do we witness in the field? Has Social media listening evolved over the years? I wanted to understand how Social media listening was developing and I interviewed Digimind‘s Aurelien Blaha. Aurelien covered the different periods of Social media listening. A particularly broad overview since the Grenoble-based company – now present throughout the World – commemorated its 20th-anniversary last year. To sum everything up in a few words: Social media listening is good, but brands must better listen to their customers. Here is a summary of my interview with Aurelien.
First era: before Social media listening: 1998*-2008
At the time, we were not talking about the social Web; it was the early era of the Web. Shortly after its creation by Tim Berners Lee. The challenge of this period, for businesses, was to find relevant information in a data desert, a world of silence, in fact, and this lasted about a decade.
* date of creation of Digimind in Grenoble
The second era (2008 2018): find the diamond in the virgin forest
On the contrary, the second era of social media listening is known for its surfeit of information. In the middle of the first decade, a whole bunch of companies were founded: Facebook in 2004, YouTube in 2006, and so on. The 2008-2018 period, therefore, spurred a plethora of information. However, the previous day’s mission remained the same, namely, to find relevant information.
This period was the golden age of social media listening: it was a bit like trying to find a diamond in a coal mine. Continue reading “Social Media Listening: “Brands must better listen to their consumers””