Organizational Social Media Accounts: Moving Toward Listening Competency

Abstract

Researchers apply Bodie, St. Cyr, Pence, Rold, and Honeycutt’s (2012) model of listening competency to social media messaging for organizations. The article provides examples of how organizations and their social media managers, as de facto “listening agents,” can incorporate important verbal listening behaviors that represent active-empathic listening—pertinent responses, elaboration, offering advice and opinions, and answering and asking questions—into their social media profiles. In addition, guidance is provided to social media managers and organizations for how to adopt listening skills that will foster dialogue between organizations and their online publics. Potential areas for future research are also examined.

Notes

¹ All actual names are pseudonyms.