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Andy’s Answers: How Kellogg selected its social-listening tool

Great social media engagement begins with great listening. But with so many platforms, so many customers and so many conversations, finding the right tool to monitor it all can be tough — especially for a big brand.

In his BlogWell presentation, Kellogg Co.’s Jeff Cole took us behind the scenes of how they tested dozens of listening tools and found the one that met their needs.

A few of his tips:

  • Make it an inclusive process. Cole and his team went to each department that would be using the listening tool and got them involved in the decision-making process.
  • The tool has to be right for you. Cole says there is no right or wrong way to go about social listening, just that the tool has to be right based on what your organization’s specific needs are.
  • Dig into the details. Most importantly, thoroughly test the different tools — even if it postpones your original plan. Cole’s team dug so deep, they were even getting feedback on which colors peopled preferred.

Watch Jeff’s case study: