Social Listening means keeping updated regarding various brands and organizations through information on the internet for instance not only social networking websites but also blogs and online newspapers. This gradual shift has emerged due to a number of reasons which will be presented below.
Customers are becoming increasingly choosy regarding what products they will purchase. They consider their purchases to be more of a representation of themselves, and therefore, they are likely to avoid offerings of companies that take actions against their beliefs and values. Customers want to be able to defend their purchase, and for that to happen, they have to have a certain trust level with the company. This propels them to know more about the organization they will be doing business with, and as they are likely to be associated with it. Good reviews regarding a company’s products leads to more customers coming into the fray, while any adverse publicity is likely to discourage them from associating with the brand.
With the advent of globalization, almost the same products are being offered by every other supplier at rock-bottom prices. Customers are not really hesitant anymore in shifting from one brand to another, which implies that an American citizen is not likely to have issues with buying a North Korean phone if the phone satisfies his or her needs and requirements. They want to have what’s best for them, and they will go ahead and buy it. They do not want to be disappointed regarding their purchase, so now more and more customers are increasingly looking over the internet or in other words, social listening, before making any significant purchases. Every good marketer understands that the best form of motivation is generated through the reviews of other people. If companies are to succeed, they will have to incorporate such changes into their infrastructure.
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