ABSTRACT
This chapter discusses the two primary areas involved in the listening stage: foundational background, and social landscape. Strategists use data from the organizational structure research to determine the level of support for social media integration into the core processes of a brand, as well as the appropriate type of social media team to create in order to help a brand thrive in the social environment. The CoEs role is to envision the potential for complete social integration within the organization, understanding the power of two-way dialogue throughout the life-blood of a brand: from employee orientation to customer interaction, from leadership communication to the brand ambassador program. Informed social media engagement relates to the core essence, or mission statement, of the brand. Audience analysis, content evaluation, community engagement, and brand dialogue provide key insights into the way two-way interaction is driven and sustained within a brand community.
