Listen First! responds to four questions often heard: what is listening to social media, how is it used, how is it done, and where is it headed? Currently there isn’t an authoritative source that organizes and synthesizes what is known about social media listening and presents it in a way that was useful for making marketing and branding decisions. This book is the response to fill that void. The author explains the state of the art in social media listening, selecting cases based on solid research that stand up to careful scrutiny and whose methods supported doing excellent listening work. This book will start the conversation on online listening in all companies who want to run more efficiently.
Book Details:
- Author: Stephen D. Rappaport
- ISBN: 9780470935514
- Year Published: 2011
- Pages: 320
- BISAC: BUS020000, BUSINESS & ECONOMICS/Development / Business Development
About the Book and Topic:
Listen First! responds to four questions often heard: what is listening to social media, how is it used, how is it done, and where is it headed? Currently there isn’t an authoritative source that organizes and synthesizes what is known about social media listening and presents it in a way that was useful for making marketing and branding decisions. This book is the response to fill that void. The author explains the state of the art in social media listening, selecting cases based on solid research that stand up to careful scrutiny and whose methods supported doing excellent listening work. This book will start the conversation on online listening in all companies who want to run more efficiently.
THE ADVERTISING RESEARCH FOUNDATION’S PREVIOUS BOOK, “THE ONLINE ADVERTISING PLAYBOOK” SOLD 14,000 COPIES AT $29.95 ARF SAYS THE INDUSTRY RESPONSE TO THEIR WORKSHOPS ON “SOCIAL MEDIA LISTENING” IS MUCH STRONGER THAN FOR THEIR FIRST BOOK ON ONLINE ADVERTISING PROVEN STRATEGIES AND TACTICS FROM THE ADVERTISING RESEARCH FOUNDATION PUBLIC SPEAKING: Rappaport speaks at major conferences, Industry Leader Forums, council meetings, and ARF member meetings. ONLINE MARKETING: thearf.org has about 14,000 unique visitors per month and 20,000 monthly visits. In response to strong industry interest in Listening, ARF will be creating a destination site for Listening that will include the book while being broader in scope. In addition, the ARF mailing list reaches 7,000 names. They will promote with partners such as the Word of Mouth Marketing Association (WOMMA), a joint mailing list is created.
About the Author
Stephen Rappaport (www.thearf.org; New York, NY) is the lead author of The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation. At ARF, Steve is Knowledge Solutions Director and speaks at industry conferences, lectures at leading business schools like Columbia and NYU and publishes in academic journals and the trade press. The Advertising Research Foundation, founded in 1936, is the preeminent professional organization distributing research to guide decision-making in advertising, marketing, and media. The ARF’s combined membership represents more than 325 national advertisers, advertising agencies, research firms, media companies, and educational institutions.