Cisco is changing the way people connect and collaborate with social media. They recently launched their new Social Media Listening Center which enables em
|Scooped by Bea Robertson|
This interview recounts the launch of Cisco’s new Social Media Listening Center, primarily supported by the tool Radian6. Cisco uses the Center to listen to consumer chatter, flag trending topics, map worldwide mentions, and measure average response times. The company leverages this information, engaging with consumers via different aspects of the business, including product development, troubleshooting assistance, pricing strategies, and distribution schemes.
The Center allows Cisco to react efficiently to consumer product needs. Recently, when Google Chrome updated their WebEx plugin it created a software bug for Cisco users. Through social listening, Cisco saw this issue develop, and responded quickly by issuing a software patch. Cisco solved the problem for consumers before Google could even react. This success inspired Cisco to create a new campaign to secure positive brand relationships, titled #CiscoListens.
Going forward, Cisco should consider expanding the Center to monitor B2B marketing communications, as the majority of Cisco’s end consumers are businesses. If Cisco can find a way to specifically listen to businesses and their employees via company discussion boards, forums, or other web dialogue platforms, they will be able to better serve, and market to, their entire consumer base.