[et_pb_section bb_built=”1″][et_pb_row][et_pb_column type=”4_4″][et_pb_text _builder_version=”3.1.1″]<\/p>\n
During these weeks of confinement due to COVID-19<\/strong>, social media and messaging apps have been overflowing with interactions while brands have been trying to find their own voice. Amid threats of opportunism, almost all have been debating the need for relevance and a desire to contribute to society.<\/p>\n Only those with a purpose they share with their stakeholders<\/strong> – but also a clearer profile than those who were promoting or defending their brand – felt confident enough to successfully respond to this crisis from the outset.<\/p>\n They knew that their ideas were going to reach people who defended them against critics. They knew this because they had been listening to their expectations, understanding their motivations and forming part of their networks of influence for some time already.<\/p>\n We saw this at companies where leaders were used to presenting their ideas and positions on social media, such as Microsoft through Satya Nadella and Telef\u00f3nica through Jos\u00e9 Mar\u00eda \u00c1lvarez-Pallete. We have seen this at companies that base their business models on the constant analysis of customer needs, such as Inditex and Mercadona.<\/p>\n All these brands are used to listening, to filtering relevant information and concentrating on that which generates shared value<\/strong>. These are just some of the brands that produced an exemplary response to the coronavirus crisis.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”3.1.1″]<\/p>\n This second installment of the \u201cFive Post-digital Communication Challenges<\/strong>\u201d is precisely about that way of listening and analyzing data. The challenge that stems from an urgency to evolve towards a way of listening that is capable of revealing to us opportunities beyond the crisis from among the vast amount of online data. A pressing need in the ever more digitalized context we have today; which is increasingly volatile, uncertain, complex and ambiguous.<\/p>\n [\/et_pb_text][et_pb_divider _builder_version=”3.1.1″ \/][et_pb_code _builder_version=”3.1.1″ text_orientation=”center”]<!–HubSpot Call-to-Action Code –><span class="hs-cta-wrapper" id="hs-cta-wrapper-9be4ed77-b8ca-47d5-94c8-35d1b772984a"><span class="hs-cta-node hs-cta-9be4ed77-b8ca-47d5-94c8-35d1b772984a" id="hs-cta-9be4ed77-b8ca-47d5-94c8-35d1b772984a"><!–[if lte IE 8]><div id="hs-cta-ie-element"><\/div><![endif]–><a href="https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/2673737\/9be4ed77-b8ca-47d5-94c8-35d1b772984a" target="_blank" ><img class="hs-cta-img" id="hs-cta-img-9be4ed77-b8ca-47d5-94c8-35d1b772984a" style="border-width:0px;" src="https:\/\/no-cache.hubspot.com\/cta\/default\/2673737\/9be4ed77-b8ca-47d5-94c8-35d1b772984a.png" alt="DOWNLOAD"\/><\/a><\/span><script charset="utf-8" src="https:\/\/js.hscta.net\/cta\/current.js"><\/script><script type="text\/javascript"> hbspt.cta.load(2673737, '9be4ed77-b8ca-47d5-94c8-35d1b772984a', {}); <\/script><\/span><!– end HubSpot Call-to-Action Code –>[\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" [et_pb_section bb_built=”1″][et_pb_row][et_pb_column type=”4_4″][et_pb_text _builder_version=”3.1.1″] During these weeks of confinement due to COVID-19, social media and messaging apps have been overflowing with interactions while brands have been trying to find their own voice. Amid threats of opportunism, almost all have been debating the need for relevance and a desire to contribute to society. Only those with […]<\/p>\n","protected":false},"author":4,"featured_media":57573,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[86],"class_list":["post-57572","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ideas"],"acf":[],"yoast_head":"\nHow to discover winning strategies from among all the noise online<\/strong><\/h2>\n