The concept of social listening is an integral component of being able to produce measurable ROI from your social media strategy. In Part 1 of this 3 part series, I discussed the value of balancing pushing content versus pulling data to garner insight. I also introduced the concept of the 4 pillars of social listening: Features, Content, Accuracy and Infrastructure. Today we will further discuss the 4 pillars and how an understanding of them will help you make decisions for your program.
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