Exhibit 22.1 Eight Stages of Effective Listening Chapter 22 Social Media and Marketing Exhibit 22.1 Eight Stages of Effective Listening Stage 1: Stage 2: Stage 3: Stage 4: Stage 5: Stage 6: Stage 7: Stage 8: Without objective Tracking brand mentions Identifying market risks and opportunities Improving campaign efficiency Measuring customer satisfaction Responding to customer inquiry Better understanding of customers Being proactive and anticipating customer demands SOURCE: Jeremiah Owyang, “Web Strategy Matrix: The Eight Stages of Listening,” Web Strategy, November 10, 2009, www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/; Jim Sterne, Social Media Metrics (Hoboken, NJ: John Wiley & Sons, 2010). LO2