But listening is more than fodder for our proactive strategy. It also helps us assess what is resonating, what isn’t … and what we should do. This means one of the most important jobs our everyday listening does is to provide insights into how we can best adapt our approaches—in essence, how we can continually be better.
Intrinsic to setting the bar is evaluating how we measure up. Peppercomm's Creative-Digital Group has expertise in tracing what we do back to results —whether that be online analytics, signs of engagement in online communities, share of voice, sentiment, search engine results or anything else that can be benchmarked. But we also take into account things that are less easy to quantify, examining at how initiatives from the audience’s perspective and how they connect to our clients achieving their business goals.