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I agree wholeheartedly Valeria. The other common mistake we make is with the assumption that social media is a magic fix for a 'broken' product or service. Whereas it's quite the opposite. Before social media if your product/service was lousy, you could fool people with misleading advertisments etc and know that you'd always be safe with a large naive population base. Not now. News spreads fast.

You have hit on some great conversation points.

Social media is a valuable listening tool for the smart marketers who have developed an inquisitive ear for what is being said. That means that along with listening more, marketers would also benefit from asking more questions - a lot of them - based on what they are hearing customers and others talk about.

Unfortunately, asking good questions to peel back the layers of a conversation is not something that seems to come naturally to a lot of people.

Based on my experience, it's a skill the majority of people think they already know how to do and don't see the value of refining into a more strategic tool.

I just had a meeting with a business leader and we were able to cover so much ground because I asked questions and then LISTENED.

For fun, another colleague always tells his kids, "You have two ears with which to listen and a mouth with which to talk. Don't text me; call me."

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