Das ka Dum with Dr Bhaskar Das I Your Ph D thesis was about social listening. Now isn’t that just a lofty term for something that’s common sense?

19 Nov,2020

Bhaskar DasAnother serious question, addressed to Dr Bhaskar Das, the academic guru. So let’s hear it from him in the November 19 edition of Das ka Dum. Read on…

 

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Q. Your Ph D thesis was about social listening. Now isn’t that (soc~ list~) just a lofty term for something that’s common sense. One obviously can’t be oblivious of what’s being said/ written about you.

 

A. One can’t put a tag of “normal sentiment” to rationalise a narrow perspective of a statistically insignificant and unrepresentative sample.

 

It is trite to say that common sense isn’t so common (courtesy Voltaire to Nielsen). I don’t want to trivialise the subject or the term by writing a sentence what it constitutes or consists of. It’s both a science and art. And in the age of earned media, social listening has assumed critical importance. Hence IMC (integrated marketing communications) is incomplete today without incorporating the learnings of social listening into it.

 

Is it a serious issue? Please check with Corporate India which has has been grappling with it. Then one can decode what is common or uncommon sense.

 

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