Businesses can learn more about the importance of social listening with insights from Rachel Botsman’s “Who You Can Trust”.

“Who Can You Trust” by Rachel Botsman is a book about the changing nature of trust in the digital age. One of the key insights of the book is that trust is becoming more distributed. This means that people are increasingly relying on the opinions and experiences of others to determine who and what to trust, rather than trusting centralized institutions.

In this era where trust can no longer be controlled centrally, social listening becomes an important tool for individuals and organizations to understand the shifting landscape of trust. Social listening involves monitoring online conversations and mentions of a brand, product, or topic in real-time. By analyzing this data, individuals and organizations can gain valuable insights into how their audience perceives them and what they need to do to build or maintain trust.

A Powerful Tool

In the absence of centralized control over trust, social listening allows companies to listen to:

• the collective voice of their customers
• take their feedback seriously

For example, if a company is the subject of negative comments on social media, social listening can help them identify the root cause of the complaints and take corrective action. By addressing customer concerns and complaints, the company can demonstrate that they are listening to their customers and taking their feedback seriously, which can help to build trust.

Overall, social listening is a crucial tool for companies in an era where trust can no longer be controlled centrally. By listening to their customers and using that information to improve their offerings and build trust, companies can establish themselves as trustworthy and customer-focused organizations. As a result, companies will ultimately thrive in an environment where trust is distributed.

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