Social Listening Must-Haves for Retailers
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Liz Ebert
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Effective engagement isn't something that automatically occurs when customers are active on social media. Brands must provide the content to draw customers and influencers into social media interactions with great frequency to fill the 24/7 channel. Fresh content and active discussions can provide the context for customers to participate and share a brand within their own social networks. The insights that retailers can gain from monitoring these discussions are much richer than traditional customer research mechanisms such as surveys and focus groups, and should be core to customer segmentation strategies.
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Liz Ebert
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