How Firms Can Steer Social Media Conversations Using Dialogic Listening – MSI

Working Paper

How Firms Can Steer Social Media Conversations Using Dialogic Listening

Kelly Hewett, Mohammad Saljoughian, Harald van Heerde and William Rand

Apr 23, 2024

Analyzes the interaction of consumer generated content and firm generated content to determine which dialogic listening practices enhance consumer sentiment in response to negative, neutral or positive social media posts.

Topics

Consumer Behavior & Insights Omnichannels & Customer Journey Social Media & Social Influencers

research recap

How Should Companies Respond to Social Media?

The principles of dialogic listening—empathy, positive regard, mutual understanding, presentness, and genuineness—can guide companies responding to positive, neutral or negative social media posts. Adopting the right strategy can improve customer sentiment, increase positive brand buzz, and even boost stock price for public companies.

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