ebook Ser ies: Volume 7

the promise behind the brand.

Lis tenin g with social media

Listening
with Social Media

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©The Russo Group, 2009. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.

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 ebook Ser ies: Volume 7
the promise behind the brand.
Lis tenin g with social media

TABLE OF CONTENTS

What Do You Mean?..............................................................................................................................................................................3

Why Should I?..........................................................................................................................................................................................6
How Can I Listen?....................................................................................................................................................................................8
Conclusion.............................................................................................................................................................................................. 13

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 ebook Ser ies: Volume 7
the promise behind the brand.
Lis tenin g with social media

What Do
you mean?
We mean that we want you to
learn to listen. Listening is the active
interest you or your business take in the
“buzz” surrounding your brand. And if you
have any interest in receiving feedback or
knowing who’s talking about your brand,
listening is the only way to achieve that.

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the promise behind the brand.
Lis tenin g with social media

Things that are interesting or special always provoke discussion.

This is why we stand around the water cooler at work and talk about last
night’s episode of “Glee”. It’s also why our society is so obsessed with
celebrity worship and iconology. We are a culture that defines ourselves
by our likes and dislikes. And what better outlet for self-expression than
expressing approval or distain?

Bloggers, webmaster, writers and normal social networkers all have the
ability to express their interests online. That’s exactly what the internet is
for; the free exchange of ideas. So why is this applicable to you? Because
more and more people are using social media and blogging more than
ever. And they might be talking about you. If you have a website or have
established some kind of reputation as a business, then chances are that
someone has mentioned it to someone else.

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the promise behind the brand.
Lis tenin g with social media

It’s up to you as a responsible business-owner to find out

how people are reacting to your brand.

And the first step in hearing what the masses are saying…is listening.

However, you cannot listen for feedback unless you have a brand. Your
brand is a person’s emotional response to your company, product or
service. This means that you must have some sort of recognizable brand
in order for people to be talking about it.

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the promise behind the brand.
Lis tenin g with social media

Why
Should i?
Because you want to grow.
You want to grow as a business, you
want to grow as a brand, and you
want to grow as a person. In order to
do this, you have to be able to take
the critiques and criticism of others.
And there is no better place to get
unbiased, uncensored feedback
than the World Wide Web.

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 ebook Ser ies: Volume 7
the promise behind the brand.
Lis tenin g with social media

Keep in mind that we aren’t

suggesting this for you
just to see all the negative
chatting and rants that
people post. It’s all about
research and development.
You should be able to hear
the good and the bad
and turn it into something
constructive that your brand
can use to build itself.

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the promise behind the brand.
Lis tenin g with social media

How Can
I Listen?
Conversations are happening
online just about everywhere.
It’s important to understand
how to get in there and how to
listen where the conversations
are happening.

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the promise behind the brand.
Lis tenin g with social media

Google Reader

Google Reader will be your

“party line”. It is a tool that makes
reading a lot of blogs and other
RSS feeds really easily accessible.
Adding subscriptions are fairly simple
to do. Click the big green “ADD
SUBSCRIPTION” button and you can
add whatever you need to follow.

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 ebook Ser ies: Volume 7
the promise behind the brand.
Lis tenin g with social media

Google
Blog Search

Go to the site http://blogsearch.

google.com, type in your search
terms, and then note the left
sidebar where you can subscribe.
Copy the link location for RSS,
and dump it into your Google
Reader’s subscriptions.

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the promise behind the brand.
Lis tenin g with social media

Twitter

With Twitter’s search feature,

you see another place where
information can come to you
easier. By utilizing the available
RSS feed, you can search with
any parameters you want.

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the promise behind the brand.
Lis tenin g with social media

Google Alerts

Google Alerts are another

service for tracking information
and it might give you something
different. You might also try Yahoo!
Alerts too, to be sure you’re catching
everything. (note: I currently use
neither, and so can’t report if they’re
especially helpful).

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the promise behind the brand.
Lis tenin g with social media

The bottom line

You should always be open to criticism and new

ideas and the only way to get new perspectives is by
listening. How else do you expect to grow as a
person or business?

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 ebook Ser ies: Volume 7
the promise behind the brand.
Lis tenin g with social media

RUSSO IS A STRATEGIC BRANDING AGENCY –

AND AS A BRANDING AGENCY, WE ARE BELIEVERS.

Here, we believe in the promise behind the brand.

And here, we believe that changing the conversation motivates consumer behavior.

Through the use of consumer insight, we develop branding initiatives for our clients
that form emotional connections with their consumers.

For more information on branding, social media

or to learn more about The Russo Group, drop us a line, we would love to hear from you.

116 E. Congress St., Downtown Lafayette, LA 70501 | 337.769.1530 | F 337.769.1531

www.therussogroup.com | www.razorbrandingblog.com | jaci@therussogroup.com

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 ebook Ser ies: Volume 7
the promise behind the brand.
Lis tenin g with social media

Listening
with Social Media

©The Russo Group, 2009. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.

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