The Art of Strategic Listening: Finding Market Intelligence through Blogs and Other Social Media

  • 4h 17m
  • Robert Berkman
  • Paramount Market Publishing
  • 2008

Social media is the catch-all name for blogs, Web forums, YouTube, MySpace, FaceBook and the other internet-based sites where consumers converse and share content. All of this unsolicited and authentic discussion and opinion can be a great source of insight for companies for finding out how they are being perceived in the marketplace.

From paying close attention to consumer discussions on blogs and other social media, you can discover what new products or product features consumers would like to see, and stay alert to emerging trends in your industry that could create new opportunities for your company.

Robert Berkman, an experienced information specialist with several books to his credit, gives detailed directions for specialized blog searches, setting up RSS feeds, and tracking buzz. He also provides detailed information about vendors who supply blog monitoring services and discusses the pros and cons of using vendors or doing it yourself.

For marketers, public relations firms, strategic business analysts, and corporate planners, this book gives you everything you need to know to begin finding market intelligence in social media. You will learn to look for trends, distinguish a trend from a fad, and determine the credibility of the information you uncover.

Moreover, Berkman provides you with tips on organizing all the information you find to help you sift through it, locate just the valuable and relevant content, and reduce information overload. Your company should take advantage of the consumer and market intelligence available on the internet. This book will get you well on your way.

About the Author

ROBERT BERKMAN, editor of The Information Advisor, an international monthly journal for business researchers that he founded in 1988, has authored several books on research, technology, the media, and the Internet. He serves as Associate Professor at the Department of Media Studies & Film at the New School in New York City where his focus is on emerging media technologies. Berkman has given workshops and seminars on effective research techniques for Eastman Kodak, Accenture Research, the European Journalism Centre and many other companies and organizations. He has an MA in Journalism.

In this Book

  • The Opportunity—Blogs, Social Media, and Market Intelligence
  • The Forms of Social Media
  • The Art of Tracking Trends
  • How Credible Is Social Media?
  • The Ethics of Strategic Listening
  • The Blog-Monitoring Industry
  • Sentiment Detection—How Accurate?
  • Alternative Blog-Monitoring Solutions
  • Market Intelligence via Google
  • Market Intelligence via Technorati
  • Market Intelligence via Forums, Multimedia, Social Bookmarking, and Social Networking Sites
  • Alerts and RSS—Letting Technology Do the Work
  • Buzz Surfacing Tools
  • Identifying Trends and Evaluating the Credibility of Social Media
  • Evaluating Blog and Social Media Credibility
  • The Big Picture and Future Trends
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