Listening is very important with any social media strategy. Some people have a hard time grasping this concept, because until a social media coach gives them some examples or shows them cases, it’s hard to think of this idea has being highly important. Some people that do see the value of listening still have trouble listening, because they don’t know how to have quality listening skills.
Like all skills, practice makes perfect! Some people have even registered or signed up with listening platforms like Scout labs, Attensity, or Radian6 thinking that they have genuine intent when they want to hear something about their brand or product.