With multiple, diverse, and fragmented conversations happening on the social web, news—both the good and the bad—spreads rapidly. It’s critical to have the ability to quickly gather relevant insights, market trends, and customer intelligence so we can use that information to improve our service and drive our business. There is a huge opportunity to engage with customers in ways and on a level that wasn’t possible before.
For the past year now, I’ve been leading our efforts in social media marketing to do systematic listening for the Cisco brand and also help increase the number of Cisco teams that are monitoring their specific areas. What I’ve learned is that the monitoring and listening process is really a journey—it’s not something we can easily switch on or off. To be truly effective, we must develop clear processes and allocate a variety of resources, people, and tools to this effort.