The problem with social listening platforms and disconnected customers

disconnected customers

Sara Wilson and I are both obsessed with a similar professional passion: Cutting through all obstacles to reach our customers. Becoming the signal against the noise.

I can argue that this is the most difficult time in history to break through and reach customers — by far. I’ve written about this extensively, but the short story is, our customers have largely become their own ad-free, isolated, curated media outlets.

Another dynamic that is good for consumers but bad for brands is the move toward online communities for connection and information sharing. Sara believes that communities are now the primary online gathering place for customers. That is a radical and profound change from the public forums of social media, a fertile field of data for our social listening platforms.

The latest episode of The Marketing Companion is a show bursting with big ideas and a healthy debate about what’s happening and what’s next as we fight to connect to customers who don’t want to be tracked and found. There are some bold new ideas in the show as Mark and Sara connect the dots on one of the biggest problems facing companies today.

We cover some big ideas …

  • Can a hashtag become a community?
  • Can a brand truly participate in a community … or is it a person?
  • Is the idea of an “affinity group” the key to new social platform success?
  • How do we find the nuance and insights that lead to innovation?

This is a mesmerizing conversation and all you have to do is click here to listen in …

Click here to enjoy Marketing Companion episode 290

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Illustration courtesy MidJourney

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