There is a very interesting article in The Vancouver Sun today that cites a survey done by 6S Marketing. According to the survey, 61% of companies using social media are tracking what is being said about them while 39% don’t pay attention.

Social media is hitting critical mass – and as I mentioned in previous posts, one of the underlying themes at the Ragan Social Media Conference in Vegas last week was that social media is now a part of everyday life for the majority of people. My question is to that 39% not paying attention – why aren’t you? There may be conversations happening online at this very moment about your brand – don’t you want to know what is being said?

Every negative comment provides a chance to learn what your clients/customers/stakeholders/communities are thinking and saying about your organization and it allows you to understand their expectations and needs in an authentic way. There is so much to learn from what is being discussed openly and honestly online. It surprises me when I hear that some organizations and people aren’t listening. Active listening has always been one of the key tools in a communicator’s belt – so why not use this super powered tool that we have been given?