One of the mantras of social media is the need to listen. Listen to your customers, consumers, to conversations, etc. etc. etc. However, I am now starting to see organisations caught in a listening trap. These organisations have, sensibly enough, been monitoring social media for some time and have now reached the point where they are asking “where next with our monitoring?” They are looking to get ever more precise measures, crunch ever greater amounts of data, analyse the influence of the sources they identify in greater depth, develop better quantitative analysis. To them this seems both possible and necessary because the social media space is vast and growing, with so much data within it, so many opportunities for number crunching.
However, there is a problem. This is a road with no ending. Continue reading