Active Social Listening and Its Impact on Firm Strategies

Abstract

Due to the present customer voice in a digital world, keeping a watchful eye on what customers were expressing on social media became a necessary firm imperative. For this study, the authors found that rather than using FGDs and survey research, digital tools like the applications of social media listening could serve as a valuable platform for gathering insights about a firm's latest strategy. This could be complemented by the existing channels of feedback. This research study focused on customer perspective. Data was collected from Indian consumers and social media handling experts regarding social listening based upon a semi structured open-ended questionnaire. The data collected was content analyzed based upon thematic content analysis. Customer voices were reading majorly complaints and compliments followed by advocacy. This helped to comprehend how well firm managers aligned and helped in getting insights regarding marketplace reflections for assessing a firm, its products, and its brands.