Interview With An Expert: Rolf Olsen on Social Media Listening, Part 2

Welcome to part 2 of our interview with Rolf Olsen, Marketing Sciences Director at Carat North America. If you haven't read it yet, be sure to read part 1!

We had a few more questions for him about social media listening and here's what he had to say:

Marketing Fray: Do you find its mostly bigger companies and brands doing social media listening?

Rolf: It probably is but I don’t believe it should be solely for the “big boys”. Smaller companies are often more agile and can react better to consumer feedback across all social tracking spectrums. Small companies who adopt a more socially focused development strategy are essentially tapping directly into the consumer. As Charlie Sheen would say = winning.

Marketing Fray: What would your definition of a “productive social listening” program be?

Rolf: Accept that it could influence all part of your business and embrace it. Seeing the results of an integrated social strategy will create advocates who sing your praises. Think of it as an unpaid work force, driven by passion for your product.

AND, one that does not just cost you money by just drinking the kool-aid sold by listening companies…

Marketing Fray: If you had the ear of every CMO in the world for five minutes, what would you say to them about developing a social listening program?

Rolf: Think about what your company stands for and then see what people actually say… it can be eye-opening.

Remember, the social “channel” is not an extension of your traditional marketing machine, this is your opportunity to make a personal connection and hear what your consumers actually want, beyond what your normal market research tells you.