Social Listening

After studying Module 6: Lecture Materials & Resources, discuss the following:

1. Describe how social listening is being effectively used by an organization. Bring examples of best practices and some failures.
2. Do ratings and reviews provide value for consumers and marketers? Is it actual value, or just inaccurate and imaginary?

Submission Instructions:

• Your initial post should be at least 415 words per answer (830 words total), formatted and cited in current APA style with support from at least 3 academic sources per answer (6 sources total; cited in-text)
• You must define things you talk about. Example-if you talk about marketing-define it. How do professionals define it? Define it and reference it to validate definition.
• when you define things, you need to use the best available sources. For example, if you define marketing, it should come from American Marketing Association or our book, or both. (Two of the most regarded marketing professors in the field authored our book.

Module 6: Lecture Materials & Resource

Tuten, T. L., & Solomon, M. R. (2018).

Chapter 9

Passikoff, R. (2014, October 14). McDonald’s hopes new social media question-and-answer will modify food image. Forbes. https://www.forbes.com/sites/robertpassikoff/2014/10/14/mcdonalds-hopes-new-social-media-qa-will-modify-food-image/#70bf235f3f6d

Cheng, Y., & Jiang, H. (2021). Customerbrand relationship in the era of artificial intelligence: Understanding the role of chatbot marketing efforts. Journal of Product & Brand Management. Advance online publication. https://doi.org/10.1108/JPBM-05-2020-2907