{"id":3181,"date":"2017-03-08T10:44:46","date_gmt":"2017-03-08T15:44:46","guid":{"rendered":"https:\/\/www.bu.edu\/questrom-magazine\/?page_id=3181"},"modified":"2017-04-20T08:11:49","modified_gmt":"2017-04-20T12:11:49","slug":"shut-up-for-a-minute","status":"publish","type":"page","link":"https:\/\/www.bu.edu\/questrom-magazine\/spring-2017\/shut-up-for-a-minute\/","title":{"rendered":"Shut Up for a Minute"},"content":{"rendered":"<p><strong>Even if they tweet every hour, marketers aren\u2019t taking full advantage of social media\u2019s potential\u2014because they don\u2019t stop to really <em>listen<\/em>.<\/strong><\/p>\n<p>\u201cEavesdropping on consumers\u2019 social-media chatter allows marketers to economically and regularly peer inside people\u2019s lives as they are being lived,\u201d write <a href=\"https:\/\/www.bu.edu\/questrom\/profile\/susan-fournier\/\">Susan Fournier<\/a> and two coauthors in <a href=\"https:\/\/hbr.org\/2016\/08\/to-get-more-out-of-social-media-think-like-an-anthropologist\"><em>Harvard Business Review<\/em><\/a>. In the article, Fournier,\u00a0senior associate dean, Questrom Professor in Management, and professor of marketing, helps explain the importance of drilling into the data that social media provides to ask questions and make improvements.<\/p>\n<p>Companies usually delegate social media management to analysts or the marketing department\u2014and that\u2019s the problem. \u201cWe lose an appreciation of context and with it the ability to extract the meanings that provide insight for our companies and brands,\u201d write Fournier and her coauthors. Marketers, they say, need to think like anthropologists, and focus on the meaning of the messages social media provides. \u201cTo get the most out of social media data,\u201d they write, \u201coperations have to go beyond data scientists and the marketing departments that house them. Every executive has to be a listener.\u201d<\/p>\n<p>Fournier says company executives who\u00a0get it right actively listen to social media commentary\u2014in real time\u2014and avoid the marketing department\u2019s dry reports. \u201cSenior managers across all departments likewise have to get their hands dirty,\u201d the authors write. \u201cSocial listening promises the Holy Grail in business: superior understanding of customers.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Even if they tweet every hour, marketers aren\u2019t taking full advantage of social media\u2019s potential\u2014because they don\u2019t stop to really listen. \u201cEavesdropping on consumers\u2019 social-media chatter allows marketers to economically and regularly peer inside people\u2019s lives as they are being lived,\u201d write Susan Fournier and two coauthors in Harvard Business Review. In the article, Fournier,\u00a0senior [&hellip;]<\/p>\n","protected":false},"author":10779,"featured_media":0,"parent":3172,"menu_order":8,"comment_status":"closed","ping_status":"closed","template":"story.php","meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Shut Up for a Minute - Questrom Magazine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bu.edu\/questrom-magazine\/spring-2017\/shut-up-for-a-minute\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Shut Up for a Minute - Questrom Magazine\" \/>\n<meta property=\"og:description\" content=\"Even if they tweet every hour, marketers aren\u2019t taking full advantage of social media\u2019s potential\u2014because they don\u2019t stop to really listen. \u201cEavesdropping on consumers\u2019 social-media chatter allows marketers to economically and regularly peer inside people\u2019s lives as they are being lived,\u201d write Susan Fournier and two coauthors in Harvard Business Review. In the article, Fournier,\u00a0senior [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bu.edu\/questrom-magazine\/spring-2017\/shut-up-for-a-minute\/\" \/>\n<meta property=\"og:site_name\" content=\"Questrom Magazine\" \/>\n<meta property=\"article:modified_time\" content=\"2017-04-20T12:11:49+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.bu.edu\/questrom-magazine\/#website\",\"url\":\"https:\/\/www.bu.edu\/questrom-magazine\/\",\"name\":\"Questrom Magazine\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.bu.edu\/questrom-magazine\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.bu.edu\/questrom-magazine\/spring-2017\/shut-up-for-a-minute\/\",\"url\":\"https:\/\/www.bu.edu\/questrom-magazine\/spring-2017\/shut-up-for-a-minute\/\",\"name\":\"Shut Up for a Minute - Questrom Magazine\",\"isPartOf\":{\"@id\":\"https:\/\/www.bu.edu\/questrom-magazine\/#website\"},\"datePublished\":\"2017-03-08T15:44:46+00:00\",\"dateModified\":\"2017-04-20T12:11:49+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.bu.edu\/questrom-magazine\/spring-2017\/shut-up-for-a-minute\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.bu.edu\/questrom-magazine\/spring-2017\/shut-up-for-a-minute\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.bu.edu\/questrom-magazine\/spring-2017\/shut-up-for-a-minute\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.bu.edu\/questrom-magazine\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Spring 2017\",\"item\":\"https:\/\/www.bu.edu\/questrom-magazine\/spring-2017\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Shut Up for a Minute\"}]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Shut Up for a Minute - Questrom Magazine","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.bu.edu\/questrom-magazine\/spring-2017\/shut-up-for-a-minute\/","og_locale":"en_US","og_type":"article","og_title":"Shut Up for a Minute - Questrom Magazine","og_description":"Even if they tweet every hour, marketers aren\u2019t taking full advantage of social media\u2019s potential\u2014because they don\u2019t stop to really listen. \u201cEavesdropping on consumers\u2019 social-media chatter allows marketers to economically and regularly peer inside people\u2019s lives as they are being lived,\u201d write Susan Fournier and two coauthors in Harvard Business Review. 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