{"id":482,"date":"2009-01-28T13:10:34","date_gmt":"2009-01-28T21:10:34","guid":{"rendered":"http:\/\/www.spreadingscience.com\/2009\/01\/28\/online-listening\/"},"modified":"2009-01-28T13:21:15","modified_gmt":"2009-01-28T21:21:15","slug":"online-listening","status":"publish","type":"post","link":"https:\/\/www.spreadingscience.com\/2009\/01\/28\/online-listening\/","title":{"rendered":"Online listening"},"content":{"rendered":"<p><a href=\"http:\/\/feeds.feedburner.com\/~r\/bethblog\/~3\/525468983\/roi-nonprofit-examples-of-how-listening-returns-value.html\">ROI (Results on Insights): Nonprofit Examples of How Listening Returns Value<\/a>:<br \/>\n[Via <a href=\"http:\/\/beth.typepad.com\/beths_blog\/\">Beth&#8217;s Blog: How Nonprofits Can Use Social Media<\/a>]<\/p>\n<blockquote><p><img decoding=\"async\" src=\"https:\/\/i0.wp.com\/farm4.static.flickr.com\/3396\/3226367547_7de09f8812.jpg?w=474\" alt=\"\" data-recalc-dims=\"1\" \/><\/p>\n<p><a href=\"http:\/\/www.flickr.com\/photos\/cambodia4kidsorg\/3226367547\/sizes\/o\/\">Click to see larger image<\/a><\/p><\/blockquote>\n<p><em>This is a really handy flowchart detailing the proper responses to many of the conversations happening on the Web.  It reflects a lot of thought and understanding of just how many Web 2.0 approaches work.<\/em><\/p>\n<blockquote><p>I&#8217;m very tempted to start using <strong>Results On Insights for ROI<\/strong> thanks to Barb Chamberlain&#8217;s <a href=\"http:\/\/beth.typepad.com\/beths_blog\/2009\/01\/nonprofit-examples-of-how-listening-returns-valuable-insights-and-impact-.html#comment-6a00d8345159b069e2010536fcd118970c\">comment<\/a> in yesterday&#8217;s post &#8220;<a href=\"http:\/\/beth.typepad.com\/beths_blog\/2009\/01\/nonprofit-examples-of-how-listening-returns-valuable-insights-and-impact-.html\">What Are The Best I-Words For Nonprofits To Think About Social Media and ROI?<\/a>&#8221;<\/p>\n<p>But what does that really mean?<\/p>\n<p>A few days ago, I asked for some stories &#8220;<a href=\"http:\/\/beth.typepad.com\/beths_blog\/2009\/01\/what-is-the-value-of-listening-to-social-media-channels-for-your-organization-.html\">What is the value of listening through social media channels for your organization?<\/a>&#8221;   I wanted to see examples from nonprofit organizations engaged in listening and conversation and the value it has to their missions, programs, or marketing efforts.   And you shared them!  Thanks.<\/p>\n<p>Here&#8217;s what I learned.<\/p>\n<p><strong>Observations<\/strong><\/p>\n<ul>\n<li>Listening may happen at the personal, staff level as a best practice for doing their job whether or not it is embedded in the organization&#8217;s culture.<\/li>\n<li> For listening to become an organization wide activity and more impact, it needs to be part of the organization&#8217;s culture.  That happens when leaders model and encourage it.<\/li>\n<li> Listening is typically used by nonprofits to provide better customer service, correct misconceptions, and other ways to support external audiences.  Nonprofits are also using listening to support improved program implementation.<\/li>\n<li> Organizations use both hard data points and qualitative data to listen and learn.<\/li>\n<li> Having a structured way to collect and analyze qualitative insights can not only help with designing a social media engagement policy, but also harvest insights.<\/li>\n<li> Effective listening through social media channels means that individuals and organizations need to identify why they are listening and how they will apply what they hear.<\/li>\n<li> The value of listening is not in the act of listening in and of itself, but when an organization or individual uses the information to improve programs or marketing. This requires engaging in a conversation.<\/li>\n<\/ul>\n<\/blockquote>\n<p><em>Web 2.0 involves a conversation. A large part of any conversation is listening something that there have been little metrics for. ROI is a poor choice at the moment since simply because no one has measured listening previously does not mean it is not important. ROI is fine for measuring all the &#8216;talking&#8217; that happens but not so much for all the &#8216;listening.&#8217;<\/em><strong><\/strong><\/p>\n<p><strong><\/strong><\/p>\n<blockquote><p><strong><br \/>\nCorrecting Misconceptions and Improving Customer\/Stakeholder Relations<\/strong><\/p>\n<p><a href=\"http:\/\/airforcelive.blogspot.com\/\">The AirForce Blog<\/a>:<\/p>\n<p>The image above is of the US Air Force Blog Assessment and Engagement process.  It is an excellent example of working through how an organization might respond to comments on a blog, but even better it is map for insight harvesting.<\/p>\n<p>As <a href=\"http:\/\/www.webinknow.com\/2008\/12\/the-us-air-force-armed-with-social-media.html\">David Meerman Scott<\/a> notes in his analysis of their social media strategy, the goal is <em>&#8220;to use current and developing Web 2.0 applications as a way to actively engage conversations between Airmen and the general public.&#8221; <\/em>If you were still thinking about ROI as Return on Investment you&#8217;d never be able to make a case!  With such a clear policy for response, it is obvious that the blog generates valuable information to shape and improve a marketing strategy.<\/p>\n<p>As Pudding Relations <a href=\"http:\/\/www.puddingrelations.com\/air-force-blog-assessment\/\">suggests<\/a> <em>&#8220;Take a look and see if you can use it to enhance your own thinking around social media with, ahem, military precision.&#8221;<\/em><\/p><\/blockquote>\n<p><em>Listening is very important. It will tell you what you are doing right and what you are doing wrong. It will allow the organization to gain wisdom much more rapidly. Beth gives some great examples but here is one I really liked.<br \/>\n<\/em><\/p>\n<blockquote><p><strong>Improving Program and Service Delivery<\/strong><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/i2.wp.com\/farm4.static.flickr.com\/3454\/3234307604_94df654e14_o.png?w=474\" alt=\"\" data-recalc-dims=\"1\" \/><\/p>\n<p><a href=\"http:\/\/www.greenmediatoolshed.org\">Green Media Toolshed<\/a>;<\/p>\n<p>Founder Marty Kearns says that listening is something that is done on an individual staff level, but for it to become an organizational process leaders need to build a culture of listening.   He encourages staff to listen on many different channels and to blog what they learn in order to share with members.  He notes that they have a 80% retention rate with members and &#8220;you can&#8217;t do that without listening.&#8221;  Listening by using rss feeds helps refine their services and help stay sharp and connected to experts in the field.  A lot of their listening is through filtering information from friends on social networks which saves them a lot of time and helps the organization &#8220;work smarter.&#8221;<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/i0.wp.com\/farm4.static.flickr.com\/3375\/3231021825_a5f51c954e_o.png?w=474\" alt=\"\" data-recalc-dims=\"1\" \/><\/p><\/blockquote>\n<p><em>The purpose of the organization is to help create conversations so it is not surprising that is listens very intently to what is being discussed. This is a group that lives what it preaches.<br \/>\n<\/em><br \/>\n<em>The tools we have today are creating connections that have not easily been measured before. But those connections are what help make everything work. Applying ROI arguments to only one side of the conversation will result in poorly managed connections.<br \/>\n<\/em><br \/>\n<!-- technorati tags start --><\/p>\n<p style=\"text-align:right;font-size:10px;\">Technorati Tags: <a rel=\"tag\" href=\"http:\/\/www.technorati.com\/tag\/Knowledge Creation\">Knowledge Creation<\/a>, <a rel=\"tag\" href=\"http:\/\/www.technorati.com\/tag\/Web 2.0\">Web 2.0<\/a><\/p>\n<p><!-- technorati tags end --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>ROI (Results on Insights): Nonprofit Examples of How Listening Returns Value: [Via Beth&#8217;s Blog: How Nonprofits Can Use Social Media] Click to see larger image This is a really handy flowchart detailing the proper responses to many of the conversations happening on the Web. It reflects a lot of thought and understanding of just how &hellip; <a href=\"https:\/\/www.spreadingscience.com\/2009\/01\/28\/online-listening\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Online listening<\/span> <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false},"categories":[8,4],"tags":[],"class_list":["post-482","post","type-post","status-publish","format-standard","hentry","category-non-profits","category-web-20"],"jetpack_featured_media_url":"","jetpack_publicize_connections":[],"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/pe2yp-7M","jetpack_likes_enabled":true,"jetpack-related-posts":[{"id":491,"url":"https:\/\/www.spreadingscience.com\/2009\/02\/27\/lessons-for-profit-making-enterprises-also\/","url_meta":{"origin":482,"position":0},"title":"Lessons for profit-making enterprises also","date":"February 27, 2009","format":false,"excerpt":"What's your social media elevator pitch for your nonprofit's executive director or board?: [Via Beth's Blog: How Nonprofits Can Use Social Media] Photo by Marco Wessel Yesterday, I had the pleasure of attending one of NTEN's \"Ask the Expert\" calls and chats with Wendy Harman who is the professional listener\u2026","rel":"","context":"In &quot;Web 2.0&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":302,"url":"https:\/\/www.spreadingscience.com\/2008\/07\/29\/training-online\/","url_meta":{"origin":482,"position":1},"title":"Training online","date":"July 29, 2008","format":false,"excerpt":"by edans You Want ROI? Try This: [Via Enterprise 2.0 Blog] The Times today catches on to a trend we've all been noticing for months: Replacing in-person meetings with virtual ones saves time and money. But check out this remarkable ROI story from the article: \"Corporate training and education is\u2026","rel":"","context":"In &quot;Web 2.0&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.spreadingscience.com\/wp-content\/uploads\/2008\/07\/conference.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":394,"url":"https:\/\/www.spreadingscience.com\/2008\/10\/03\/comments-are-a-conversation\/","url_meta":{"origin":482,"position":2},"title":"Comments are a conversation","date":"October 3, 2008","format":false,"excerpt":"by cliff1066 Backtype: Another Listening Tool - Who's Talking About You In The Blog Comments?: [Via Beth's Blog: How Nonprofits Can Use Social Media] Dan Schwabel's 5 Free Tools For Reputation Management introduced me to a new listening tool, backtype. It solves the problem of monitoring blog comments where people\u2026","rel":"","context":"In &quot;Web 2.0&quot;","img":{"alt_text":"","src":"https:\/\/i1.wp.com\/www.spreadingscience.com\/wp-content\/uploads\/2008\/10\/conversation.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":93,"url":"https:\/\/www.spreadingscience.com\/2008\/04\/07\/public-collaboration\/","url_meta":{"origin":482,"position":3},"title":"Public collaboration","date":"April 7, 2008","format":false,"excerpt":"by Clearly Ambiguous Work-in-Progress Culture: [Via Transparent Office] Michael Idinopulos makes a great observation - Web 2.0 is collaboration in public. Fewer closed doors and more open hallways. The real paradigm shift in Web 2.0, I believe, is the blurring the line between publication and collaboration. In the old days,\u2026","rel":"","context":"In &quot;Knowledge Creation&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":343,"url":"https:\/\/www.spreadingscience.com\/2008\/08\/25\/more-on-pixar\/","url_meta":{"origin":482,"position":4},"title":"More on Pixar","date":"August 25, 2008","format":false,"excerpt":"by pheezy The Pixar Principles. The Art of Collective Creativity: [Via Creativity Central] The Previews: When I freelanced for Disney, they still required creatives to punch a time clock. Women with tight-fitting hair nets roamed the halls with coffee and doughnuts. And the circular dining hall was festooned with pictures\u2026","rel":"","context":"In &quot;Knowledge Creation&quot;","img":{"alt_text":"","src":"https:\/\/i1.wp.com\/www.spreadingscience.com\/wp-content\/uploads\/2008\/08\/36-90845903-18aefab43c.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":65,"url":"https:\/\/www.spreadingscience.com\/2008\/03\/19\/more-examples-of-tacit-to-explicit-transformations\/","url_meta":{"origin":482,"position":5},"title":"More examples of tacit to explicit transformations","date":"March 19, 2008","format":false,"excerpt":"by tanakawho KM 2.0 is about \u201cshowing your workings out\u201d: [Via Library clips] Two of my posts have linked and quoted blog posts that are bringing to light the difference that the renewed push in KM brings, in a shift to a \u201cwork in progress\u201d mentality. I have mentioned several\u2026","rel":"","context":"In &quot;Knowledge Creation&quot;","img":{"alt_text":"","src":"https:\/\/i1.wp.com\/www.spreadingscience.com\/wp-content\/uploads\/2008\/03\/dragonfly-wings.jpg?resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.spreadingscience.com\/wp-json\/wp\/v2\/posts\/482"}],"collection":[{"href":"https:\/\/www.spreadingscience.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.spreadingscience.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.spreadingscience.com\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.spreadingscience.com\/wp-json\/wp\/v2\/comments?post=482"}],"version-history":[{"count":0,"href":"https:\/\/www.spreadingscience.com\/wp-json\/wp\/v2\/posts\/482\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.spreadingscience.com\/wp-json\/wp\/v2\/media?parent=482"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.spreadingscience.com\/wp-json\/wp\/v2\/categories?post=482"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.spreadingscience.com\/wp-json\/wp\/v2\/tags?post=482"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}