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Listen First! Tops for TrainingWe have used Rappaport's Listen First! as an indispensable guide to the world of social media listening and analysis for internal training. The book combines an insightfully broad view of listening research with compelling case studies, specific guidelines, and an overview of listening technologies. Highly recommended for marketers and researchers alike. - John Wittenbraker, Ph.D., Director of Global Innovation, GfK
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Tag Archives: Culture
How often have questions like these come up: How did we do that? Why did it work? Why didn’t it work?
Answers usually draw upon a knowledge of the past, but we all know it’s hard to retrieve. People who [...]
Listening is not a “flavor of the month” or limited to one or two pet applications – customer care and insights come to mind, but needs to be seen as a potentially transforming practice with far-reaching and long-term consequences for [...]
A few weeks ago Ted McConnell, EVP Digital at ARF, and I had a brief conversation where we talked about the ratio of talking to listening. He said, “if you divide the number of dollars spent on ads by the [...]