This post was written by guest author Samantha Casey. Find out more about Samantha below.

The world of business zooms by us like a NASCAR racer going for the win. It’s quick, and, if you don’t pay attention, you’ll miss intricate details. Listening effectively is critical not only for your audience, but for your benefit as well. When you present yourself as an effective listener, you are able to better understand the wants, needs, and workings of your clientele, business partners, audience, and associates.

So, what makes one an effective listener? The two ears, one mouth ratio.

Speak less, listen more. Sounds easy, however, effective listening takes a genuine effort. It may appear profound to fathom the idea of talking less, but when doing so it enables you to listen in a manner that helps you interpret what you are hearing in a more effective way. For example, if a potential client is telling you about their recent experience with a business coach who ignored their emails, didn’t answer pertinent questions, and neglected their requests; these are signals telling you what your client sees as important when working with a professional. If you are listening effectively, you will be notating these points and beginning to prepare a response that assures your potential client they are in great hands working with you. You address their concerns and offer ways to demonstrate how you will make them feel comfortable under your care. If you are not listening effectively, you are most likely checking your Blackberry, thinking about the day’s agenda, and eager to end the call so you can forward them an invoice. Notice the difference…it’s incredible and can affect your business success.

Listen to Understand

When you take on the mentality that you want to listen to understand, you are opening yourself up to engaging more with your audience. You are now present with them and, this can help you zoom in on important details that may have been overlooked otherwise. These details can often be so intricate that, when not effectively listening, you’d skim right over them. However, those are often the details that can make or break a business deal, future partnership, or new client signing on to work with you.

The idea of the two ears one mouth ratio is to demonstrate that we have twice as much listening capability as we do speaking. Therefore, it is in our best interest to exercise this capability so we can better our business practices and grow our empires.

Here are a few helpful tips for listening effectively:

1. Prepare and seek to understand – Begin with a clear mind, eliminating all other distractions, (Blackberry, crowded room, checking emails, driving, etc) before beginning your call/meeting. Start with the intent to listen with a mindset that says you are focused on your audience and what they are verbally relaying to you.
2. Hold your response – So often we already have in our minds what we want to say in response, that we aren’t listening to our audience because we are so eager to speak. Give yourself the chance to fully engage with your audience before responding. Hear them out before you reply. You may surprise yourself by finding that the original response you were thinking of is different based on what you are now hearing.
3. Hold judgments/analyzing – It’s easy to already have a judgment of your audience before you finish your call/meeting. Sometimes, you may find yourself already mentally predicting their response. Try to keep these thoughts at bay until you have completed your conversation, then return to review your initial judgments/analyzations. You may find your initial findings conflict with your current findings.
4. Utilize note taking and/or a recording device – It’s wonderful to feel like we can remember every detail of every conversation we have. Save yourself the time and challenge of having to do this through utilizing note taking or a recording device for your calls/meetings. Both methods will help you stay organized, retain important information, and will keep pertinent ideas fresh in your mind. If you find you are more of a visual person, take advantage of the note taking. If you are more audio driven, grab a recording device.
5. Paraphrasing – Paraphrasing is taking what you have heard and using your own words to convey what you feel you’ve heard and understood. It’s a way of summarizing the conversation in words you feel comfortable using. Practicing this also helps you to recall important conversation points and show your audience you were engaged in the conversation. In addition, it supports you as it verbally helps you to continue to understand and interpret the conversation you are engaged in.

Effective listening is an ongoing, important part of business practice. Let the tips above help guide you through effective listening methods that will continue to benefit you and your audience.

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Samantha Casey is the founder and operator of Relentless Consulting Group, a firm that helps businesses and individuals market to the world. She is a blogger, reader, and networker with a passion for helping others and building strong brands. Follow Samantha on Twitter to find out more about her.

*Photo by ky_olsen

Social media is become an integrated facet of many business marketing strategies.  Companies like Comcast and CareOne have dedicated social media teams that have their own budget, employees, and resources.  Social media marketing and customer service is the wave of the future and I know you’re excited to get it launched for your company.  But your boss isn’t.

It can be tough convincing your manager or president to sign off on a seemingly skeptical plan of action.  In a world where measurement and success are still undetermined, a social media plan may not be in the budget for this coming fiscal year.  Although you’re being met with opposition, there are a few things you can do to negotiate with your boss about implementing a great social media campaign.

1. Hear them out.

When you’re convinced that something will work (like you are with your social media marketing plan), it can be difficult to hear out the other side.  You’ve heard their argument before and you don’t want to hear it again.  You just want them to approve your plan!

Control your urges and take a step back and hear them out.  Everyone, no matter your position or lifestyle, wants to be heard.  It’s one of the best compliments you can give to someone.  Also, if you listen to their reasoning, the chances are good that they’ll listen you when it’s your turn.

2. Understand where they’re coming from.

After you listen to your boss, ask question to understand him or her in a better manner.  This will not only show that you were listening but it will help you understand the root of their argument.  Are they afraid of change?  Have they been burnt by new proposals before?  You won’t find out their reasoning if you don’t ask.

When you’re digging deeper, make sure that you ask questions beginning with “what,” “how,” and “why.”  These key words will make your questions more efficient and focused.

3. Present your plan from an objective point of view.

Once again, it would be easy to tell your boss why you want to implement a social media campaign.  Well, your boss doesn’t want to hear about you.  He or she has heard about your reasoning three times in the past and he’s rejected your ideas just as many times.  Your boss wants to hear the facts – straight.

Present your ideas from an outsider’s perspective.  Do not lace your sentences with “I think” or “I know.”  Give your boss objective facts or standards to prove you’re plan is worth it.  Consider the used car salesman.  He won’t change his offer because you tell him that you can’t afford it with three kids and a pregnant wife.  He might reconsider if you tell him that his price is $3,000 over the Kelly Blue Book value.

Be objective.  It’ll get you further.

4. Be creative and fair in your final proposal.

Once you have reached the point of laying out plans and processes, make sure that you play the give and take game.  Your boss may not just open his arms to your proposal.  That’s the reason you’re negotiating in the first place, isn’t it?  Make sure you accommodate some of his or her needs as your sifting through.  Instead of a trial period of six months, make it three months.  Instead of two full-time positions, go solo and see what you can do.  Develop a social media plan that works for everyone, not just you.

This article only scratches the surface when it comes to negotiating a social media plan.  If your company doesn’t have a social media campaign in place right now, begin developing one today and work on it periodically over the next few weeks.  When you’ve got a few ideas, run them by your boss and see where it goes.  You won’t know what’s possible until you try so give it a whirl.

If you’d like more advice on negotiation, I suggest picking up a copy of Getting to Yes by Roger Fisher and William L Ury.  The book offers some practical advice that is applicable in the biggest and smallest of negotiations.

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Eric Alpin is the Associate Editor of Folk Media and works for a telecommunications company in Baltimore, Md. He is a social media enthusiast, blogger, writer, and student with a passion for leadership and self-development strategies and techniques. Find out more about Eric on Twitter.

*Photo by acerin

Start by listening

What’s the advice most social media professionals give you when you are learning social media?

“Start by listening.”

It’s like all the social media “experts” out there just figured out conversation for the first time. Phrases like “conversations matter” and “social media is two-way communication” are trumpeted like they are profound discoveries.

If you are a marketing or PR professional you probably roll your eyes and say “since when has PR, marketing and communications NOT been about listening and community?”

What has been will be again, what has been done will be done again; there is nothing new under the sun.
~ Ecclesiastes 1:9

Radio stations had to build community

Long before the internet existed and this fancy new thing we call social media, people actually picked up a telephone and called other people. Radio stations got hip to this amazing technology and started holding contests, taking on air comments and even prank calling businesses and pizza shops….

Wait a minute. Radio stations still do that today.

Talk show hosts do the same. Well, minus the pranking part.

You get the idea right? Radio stations and the personalities on the air (Howard Stern, Rush Limbaugh, Rachel Maddow and a small army of DJs) directly communicate with their audience members, get feedback and make community connections.

What a novel idea! And this is what all those social media “experts” are telling you to do – except this time use Twitter and Facebook.

What it really takes to listen

Let’s get past my cynicism for a moment. I don’t want to insult your intelligence by suggesting you don’t know the importance of listening to your customers and prospects. But I do want to lay out a quick framework for what to do in social media if you want to optimize your listening powers.

Be present

You obviously have to have some sort of presence online to engage and listen. Sure you could use Tweetbeep or set up some Google Alerts. But the real power of listening is being INVOLVED with the community. This means you will actually have to set up a Twitter or Facebook account.

Also – don’t forget to meet people face to face. This is still the most powerful social interaction you will ever have.

Make connections

Connect with people who are already connected. Don’t try to reinvent the wheel. Just start by reaching out to people in social media who already have a sphere of influence. And don’t just pitch them on your business. Connect with them to learn and form a REAL relationship.

Don’t forget the power of email

It may seem old fashioned these days – but the truth is this…

Some of the businesses who are successful online may use various social media platforms, but ALL the successful businesses use email marketing. Having an email list that knows, likes and trusts you is critical for your social media success strategy.

And to listen? … simply encourage people to email you. Encourage them to reply to your messages and get instant, direct feedback. You can also use email to steer them to a Facebook page or specific Twitter post.

Action steps

First, understand that the social media “experts” mean well when they tell you to listen first. They are telling you the obvious, but it is still good for some people to hear the fundamentals. Don’t let this deter you from really focusing on what social media CAN do for your business.

Second, don’t panic. Look for simple improvements to your social media strategy. I recommend that you start with a good solid email marketing strategy before you dive into Facebook, Twitter, etc. Be sure to encourage feedback via email.

Third, make it easy for your clients, customers and prospects to actually give feedback on whatever social media platform you use. In other words,  make sure they know you will listen to their concerns. If you have a Facebook fan page, check it often to see if someone has asked a question or posted a comment. If I make a comment on your Facebook page, I want to see that you are listening to me.

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Joel Mark Witt is the Publisher of Folk Media and author of 21 Days To Twitter Leadership. He is a producer, author, and speaker who consults with businesses and nonprofits on how to use social media in marketing and communications. Get more from Joel on Twitter or Google Buzz.

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*Photo by Gianfranco Chicco

The real (secret) power of Twitter is in listening

Two ears and one mouth

When I  was a child, my mother used to tell me that God gave me two ears and one mouth. As a result I should do twice as much listening as I do talking.

It doesn’t matter if you agree with my mother or not,  this is great advice as you begin to use Twitter.

If all you did on Twitter was listen to the current conversation between key businesses and professionals you would harness 80 percent of its effectiveness.

The power of Twitter is in the listening – not the tweeting. The tweeting ability is powerful – but it pales in comparison.

Eavesdrop in real-time for opportunities

Many people claim that Twitter is full of people talking about the mundane things going on in their lives. Many people will post what they had for breakfast, where they are or  who is with them at the moment. But what business people miss in all of this is the opportunity this kind of information presents.

Think about it for a moment. For the first time in the history of the world you are able to eavesdrop on people’s everyday conversations. If you are knife salesmen, you can listen to who is talking about knives – right now! That’s a powerful tool.

The cable company Comcast actually uses Twitter to find the people who are complaining about their service and then reach out to them in real time.

Comcast staffers spend their time searching and listening to the “mundane” conversation for opportunities to correct their customers’ concerns.

Monitor the chatter about your company

A few months ago I was on the set of a Carmax Superbowl commercial shoot. I took some photos of the cast and crew creating the spot. I posted a Twitter message mentioning that I was on a Carmax commercial shoot. Within several hours, a marketing manager from Carmax contacted me and wanted to ensure that I meant the company no malice. He was listening very carefully to the chatter about his business.

What Do You Listen For

@Mentions of your username

Be sure to listen for @mentions of your username. These are easy to monitor by clicking on the @mention link along the right column of your homepage.

Mentions of your name, company or business

You can also use the search box on the Twitter page to see who is mentioning your business, company, or industry without using the @mention. Visit the Twitter search page for a more advanced version of the search feature (www.search.twitter.com).

Potential customers

Remember the knife salesman example? Be on the lookout for ways to find and reach out to people who are talking about problems that they are experiencing.

How To Listen & Search

Click on the @Mention area everyday

You can simply click on the @username link on the main Twitter page and you will be presented with a list of the most recent @mentions.

Search for your name, company, and business

Use Twitter search to cook up some searches for the words your customers will use to discuss what problem your business solves.

Save your searches for later

You can actually save your searches for later viewing. Twitter will remember your keywords and place a link in the right column of your Twitter page.

Listening and searching really is the secret to using Twitter effectively. Most people view Twitter as a distribution platform to send out messages. I encourage you to view Twitter as a listening platform to monitor what people are saying about themselves, you, your industry and business.

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Joel Mark Witt is the Publisher of Folk Media and author of 21 Days To Twitter Leadership. He is a producer, author, and speaker who consults with businesses and nonprofits on how to use social media in marketing and communications. Get more from Joel on Twitter.

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