With so many people active on social media these days, the information obtained simply by listening to the conversations can be invaluable. Many organizations are finding innovative ways to use this data, such as the Army and Air National Guard divisions of the U.S. military.
According to InsuranceNewsNet, the National Guard used social media monitoring to bolster its recruiting efforts.
"We were able to combine traditional recruiting tactics with social media communications by developing a 'social listening' program," said Mike Schaffer, who served as social media director for iostudio, the company that helped craft the Guard's presence within the social media space. "When anyone asked on Twitter about joining the military, for example, we made sure the National Guard was the first branch to respond."