Donna Cravotta on the 1st Rule of Effective & Ethical Use of Social Media - CoP Live

4 Jan 2019 · 1 min

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Donna Cravotta says listening is the most under-utilized skill in social media. Without it, people jump into conversations in voices that aren't theirs and miss their audience. If you don't know who you're speaking to, you can't craft the right message.

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You definitely seem to have this idea that we can engage in social media with our true, honest selves and tell true stories to people that need to hear them. So tell us a little bit how you help people do that.
The first thing I teach them how to do is how to listen, because it's the most underutilized skill on social media and marketing in general. But don't listen, they just dive into the conversation and it doesn't work, and then amplify that by paying people to write for them in some other voice, paying people to run Facebook ads for them that they have no idea where they're going to because they haven't listened and they don't know who that is. So if you don't know who you're talking to, you don't know what to say.