If you were at a party and a group of people nearby were discussing your organization or your issue, would you listen in? If you have spent any time in Washington, you know how most people will answer.
It’s for that very same reason that savvy associations and advocacy groups are setting up serious media monitoring and social listening programs. The result is new forms of analysis and business intelligence.
As David Brodwin, chief financial officer at the American Sustainable Business Council, put it, “I would no more operate without social listening than drive with the windshield painted over.”