Organizational Social Media Accounts: Moving Toward Listening Competency

Maben, Sarah; Gearhart, Christopher C.

doi:10.1080/10904018.2017.1330658

Cited by 23 publications

(26 citation statements)

References 21 publications

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“…3-4). Fortunately, Macnamara's work, along with that of a handful of other scholars (e.g.,Johnston & Reed, 2017;Kluger & Zaidel, 2013;Maben & Gearhart, 2018;Purdy & Manning, 2015) has produced a burgeoning and steadily growing literature on organizational listening research.The present research project aimed at contributing to this corpus of research by exploring how (and how effectively) companies capture and leverage the Voice of the Consumer. Results…”

mentioning

confidence: 99%

The Current State of Corporate Voice of the Consumer Programs: A Study of Organizational Listening Practices and Effectiveness

Brandt

2018

International Journal of Listening

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confidence: 99%

The Current State of Corporate Voice of the Consumer Programs: A Study of Organizational Listening Practices and Effectiveness

Brandt

2018

International Journal of Listening

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“…These "canons" come close to what Maben and Gearhart (2018) have defined as competent organizational listening: organizational behaviors such as pertinent responding, answering questions, elaborating on the topics being discussed, offering advice, opinions, and perspectives, and asking questions. Organizational listening differs from interpersonal listening, in that, although it is carried out by people working in an organization, it is delegated, mostly mediated, often asynchronous, and "scaled up," as the number of people that organizations need to listen to can feature in the hundreds of thousands or even millions (Macnamara, 2018b, p. 3).…”

Section: Organizational Listening On Social Mediamentioning

confidence: 86%

“…Although people expect organizations to listen to them and give them quality answers (Lovari & Parisi, 2015;Maben & Gearhart, 2018), studies have shown that listening is not very well practiced in reality (Maben & Gearhart, 2018;Macnamara, 2016Macnamara, , 2018aMacnamara, , 2018bMacnamara, , 2019Willis, 2015). Willis (2015) has pointed out that organizations are primarily involved in monitoring or surveilling instead of actually listening.…”

Section: Organizational Listening On Social Mediamentioning

confidence: 99%

“…It has, therefore, been established that an important aspect of dialogue is often missing: organizational listening (Maben & Gearhart, 2018;Macnamara, 2016Macnamara, , 2018b. This perspective highlights that dialogue is more than interactants taking turns recalling their respective lines; rather, it is an act of connecting a "chain of utterances" through listening to one another (Macnamara, 2016).…”

Section: Introductionmentioning

confidence: 99%

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Generation Z and Organizational Listening on Social Media

Reinikainen

Kari

Luoma‐aho

2020

MaC

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Young people are avid users of social media and have appeared as a powerful force for social change, as shown by the ranks of those who have joined Greta Thunberg in the global climate movement. In addition to challenging political institutions and governments, young people today are also holding the corporate world accountable. To respond to young people’s expectations, brands, and organizations have turned to social media to interact and build relationships with them. However, critics have lamented that these attempts often fail and that young people’s trust in institutions, brands, and organizations continues to decline. This article asks how young people perceive organizational listening on social media and whether their perceptions are related to their trust in the information shared by brands and other organizations on social media. Data for the study were gathered through an online survey in Finland and the UK. The respondents (N = 1,534), aged 15–24, represent the age cohort known as Generation Z. The results show that organizational listening is connected to higher levels of perceived benefits from social media as well as higher levels of trust in the information that brands, public authorities, and non-governmental organizations share on social media. The results highlight the role of competent listening on social media, bolstering the previous literature connecting both organizational listening and trust with higher levels of participation and engagement online.

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“…Es difícil oír y dialogar si no se procura una interacción para conocer las necesidades del otro. Por tanto, las organizaciones deben adoptar conductas relacionadas con la escucha adecuada para facilitar un entorno comprometido y dialógico (Maben y Gearhart, 2017). Escuchar a los públicos supone un aporte para la organización y ayuda a evitar conflictos, proyectar la compañía hacia adelante y generar relaciones más duraderas con la institución.…”

Section: La Escucha Organizacional: Nociónunclassified

La escucha organizacional: una propuesta conceptual

Claro

2019

anagramas rumbos sentidos comun.

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La presente investigación presenta a la escucha como un elemento de la comunicación que debe ser gestionado en las organizaciones que se enfrentan a una sociedad en cambio constantemente y en la que es importante conocer la opinión de los públicos que con ella interactúan. La escucha entendida como un intangible se suma a otros que hoy cobran relevancia en las instituciones como son la reputación, la imagen, la identidad y la responsabilidad de las corporaciones, entre otros. Este estudio pretende mostrar cuáles son hasta la fecha las características y elementos más relevantes de la escucha organizacional. La investigación se hace a través de un análisis que se efectúa desde la teoría y que reseña las principales aportaciones realizadas a partir de la disciplina de la comunicación. La escucha como tema de indagación no presenta un cuerpo de investigación amplio desde donde sustentar sus bases, pero sí está en desarrollo. Sin embargo, su importancia se infiere de manera indirecta a partir del análisis de antecedentes en algunas corrientes disciplinares. Para efectos de este estudio se revisan planteamientos realizados desde la comunicación estratégica, las relaciones públicas, el marketing relacional y la comunicación organizacional. A partir del análisis teórico, esta investigación sobre la escucha propone como aporte a la disciplina de la comunicación una definición de lo que es la escucha organizacional y cuáles son los elementos que se consideran más relevantes: la escucha forma parte de un proceso continuo y sistemático en las organizaciones que requiere de diferentes instrumentos para poder realizarse, que está orientado a conocer los diferentes públicos con los que se relaciona la institución y que debe constituirse como un factor importante a considerar de modo de que las instituciones sean sustentables en el tiempo.

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Organizational Social Media Accounts: Moving Toward Listening Competency

Cited by 23 publications

References 21 publications

The Current State of Corporate Voice of the Consumer Programs: A Study of Organizational Listening Practices and Effectiveness

The Current State of Corporate Voice of the Consumer Programs: A Study of Organizational Listening Practices and Effectiveness

Generation Z and Organizational Listening on Social Media

La escucha organizacional: una propuesta conceptual

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