Strategic listening and scanning of online conversations is important for companies. When negative conversations about a company emerge online, early intervention is valuable. The earlier a company can identify initiators of negative discussions in the first or second circle of sharing, the more strategic value an intervention may have through re-posting a positive message. Mapping online networks and conversations can help companies strategically listen and respond early.

1. STRATEGIC LISTENING
The most valuable thing that a company can do on the Internet today
Listening Post is an art installation that culls text fragments in real time from thousands of unrestricted Internet chat
rooms, bulletin boards and other public forums. The texts are read (or sung) by a voice synthesizer, and
simultaneously displayed across a suspended grid of more than two hundred small electronic screens.
Mark Hansen and Ben Rubin
© Fenchurche /CC

2. Strategic Scanning and Listening Strategy
Initiator, Instigator
Post: Blog, Video, Twitter, etc.
Negative, about company...
Network Mega Hub Person or entity
(ex. TV, YouTube top 100 etc)! 1st Interaction Circle, Ring Tier...
Huge fan base, readers,
People to pick up and spread
twitter, blog etc.
Intervention, Re-post
Post: Blog, Video, Twitter, etc.
2nd Interaction Circle...
People to pick up and spread
3rd Interaction Circle...
People to pick up and spread
High For every Circle, Ring or Tier
Theory of Networks:
Strategic Skill:
Multiple Factor Y Growth Listening/Scanning (Automated)
Multiple Factor X Growth, Uncontrolled Outbreak Zone
early alert system!
when hitting one or more Mega
Hub Persons... Highly Important!
Finding the Initiators and
Instigators early 1st or 2nd Tier!
Impact
The earlier intervention, by company
the more value to company...
Intervention by re-posting!
Low Strategic Value
0 Time +X

3. >>>=6&)#/($()=,+<*
!"#$%&'()*+,-*$./$$(#)&*/*0())&*1#($()2&3+)*
4#*511-+6$#47$%/'2*$.800&0(*+,-*9:#*(;*.+1/(#&$*
(%%(#*&)64)0&$*52&)*511-+6$<&))()$*3%%$2:)0=*