Too Much Listening: Where is the Collaboration?
You can glean a lot of valuable data from mechanically analyzing the social stream. You can listen in, engage and counterpunch with a comment or a tweet. If you’re aggressive and swift, you may even shift sentiment a degree or two. However, monitoring has so little value as anything but a starting point for a reactive marketing strategy, we have to ask why tools that do it seem to be the only ones that exist. Why is monitoring and reflexively reacting the priority?