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While advertising has always been a core marketing function, it hasn’t been without its naysayers and skeptics. The rapid growth of the internet and the many forms of online advertising has only added to this. What businesses should realize is that not all online advertising is the same. In fact, Facebook offers advertisers a unique opportunity to deliver highly targeted messages to their audience of choice.

There are literally a myriad of terms in the digital marketing space, with new ones being invented almost weekly. One of these newest terms in this realm is known as social listening. Many haven’t heard of it yet and those that have likely think it’s something the CIA’s doing with our cellphones!

Clients often ask me what’s the worst thing a business could do on social media. My response has always been the same over the past few years – ignore your customers and fail to respond to their comments and feedback, both negative and positive. However, a recent experience changed all this, resulting in a new “lowest of the lows”.