Listen First! Turning Social Media Conversations Into Business Advantage by Stephen D. Rappaport

Hardback, 2011, 302pages, excellent condition

Listen First! responds to four questions often heard: what is listening to social media, how it is used, how it is done, and where is it headed? Currently there isn't an authoritative source that organizes and synthesizes what is known about social medai 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. Author Bio (3900 characters maximum): Stephen Rappaport 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. Reviews: "This superb book synthesizes the industry's best thinking on the massive upside of listening. Listen First! is an invaluable resource for marketing executives and will help organizations create real competitive advantage." ?Dave Hudson, CEO, NM Incite, a joint venture of McKinsey and Nielsen

"Listening is a business imperative . . . especially in a world of empowered consumers. Brands are getting built and nurtured in a very different way. This book is a must read for anyone who wants to succeed in this new world order." ?Stan Sthanunathan, Vice President, Marketing Strategy & Insights, Coca-Cola

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