Why we Need Listening Lessons: How to Listen Between The Lines
Do we know what’s the difference between a good and a bad listener?
Who teaches us to discern what’s really being said or not said?
We all know we should listen more. Social media has extended the idea of “conversation” and today there are many more ways to listen. Listening got bigger. The rise of Listening has been talked about for a while.
- Forbes are talking about listening in 2012 talking about how we need to “Listen More and Talk Less”
- Chris Brogan’s “Bigger Ears” post goes back to January 2009.
- Brian Solis said “Listening is Marketing” in 2007
- Interestingly in 2000, Cluetrain Manifesto mentions conversation 7 times more than listening (252 vs 36)
We’re all talking about listening. There’s an irony there somewhere. So what are we doing to be better at listeners?
Listening is a great place focus your attention right now – or that’s my feeling. It’s easy to converse, but were we actually ever any good at listening. I sense not.
The Tools to Listen
Is it hard not to listen today? Listening has a much broader definition. We can listen via comments on our blog and via Google Alerts, Twitter etc. There are many listening tools. Here’s a list. Feel free to add any omissions.
Shyam Subramanyan | 27 items | 2003 views
Applications that help with monitoring relevant social conversations on the web.
Meshfire is a social media management tool designed for collaboration. Ensuring your team is always in sync, in real-time, as events happen.
Spot VIPs tweeting your handle or hasthag and never miss another crucial tweet.
Monitor what really matters to you on the social web. Defuse damaging content with low-latency monitoring and protect your brand.
Trackur was created by online reputation management expert @andybeal.
Radian6 gives you a complete platform to listen, measure and engage with your customers across the entire social web.
uberVU is the complete social media platform that helps your team collaborate on listening, reporting and engaging in social media.
Workstreamer is the premier business listening platform that collects, analyzes and delivers select content from hundreds of thousands of business information sources daily.
Viralheat is a social media monitoring and analytics platform that delivers real-time data on over several different video, microblogging platforms and millions of websites.
Track the popularity and awareness of trends across a variety of inputs, ranging from social networks, to blog buzz and video views downloads, all in real time.
HootSuite makes it easy to manage multiple users over various social network accounts.
Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your queries.
Software for SEO link building, social media marketing and public relations | BuzzStream
BrandsEye is an ORM tool that keeps you informed about how your brand is perceived online and allows you to manage and shape your online reputation.
Sprout Social is a social media management tool created to help businesses find new customers & grow their social media presence. Try it for free.
Social Mention is a social media search engine that searches user-generated content such as blogs, comments, bookmarks, events, news, videos, and microblogging services.
uberVU automates the tedious parts of an enterprise social media marketer's daily activity: finding insights, influencer mentions, trends and optimizing posting
Take advantage of an extraordinary new class of alerts monitoring over 160,000 news sources. Easy intelligence gathering for business.
19. Yahoo Alerts
The best way to get email alerts. Hyper Alerts is a feature for everybody who wants email reports of posts and comments on a selected Facebook-page.
21. Twitter Search
Do you know what people are saying about your company and your brand? Do you have a customer service issue that you didn’t know about? Why didn’t your most recent promotion increase sales like you thought it would? Traditional forms of customer service and consumer response measurement allow you to track only a portion of sentiment in the market. If your organization is looking for answers based on the multitude of social media, consumer review and market sentiment on the web, Mantis Pulse Analytics will provide them.
German Social Media Monitoring Tool based on Facebook Data
Listening has a big technology component, but this post is focusing on being human and becoming an awesome listener.
With listening the bigger issue is one of quality over quantity. Listening more is great, but listening better is going to deliver more value and let you make better decisions. Listening is not a self-fulfilling prophecy. Listening is a learning tool and a learned art.
I’ve seen many people listening for what they want to hear or to support their own theory. When you do this, you can prove:
- That your customers loved your product
- That what you had was indeed a great idea
- That you are beautiful/ funny / sexy / unique (insert your own permutations here)
I’m half teasing but it’s true. We’ve all done it. So be warned. You are only deferring failure. The truth hurts but it can also save your business.
We can listen to empathize with a friend and that’s a skill all on its own. In business, often we’re mostly listening to learn what we don’t know. We might not like what we hear. We might not believe it.
But we need to listen, log and then analyze. Too often we do all three at once, never actually focusing on the listening part.
Listening between the lines
Bad listening is easy, but what about good listening? How is that done?
I’ve often use the expression “Listen between the lines”. I know precisely what I mean. We’re all familiar with the expression of reading between the lines. With the extension of “Listening” to match the notion of social conversations it now fits that listening can refer to spoken word and to written word. Listening has evolved to mean the feedback cycle.
Lines are a convenient pattern in the written word. There’s a natural space between the words that we write, but are people hiding meaning in those gaps. Is the writer communicating a hidden truth? A real feeling? Are they hiding their feelings or are they really wanting you to discover their meaning? Oddly, there is no difference between reading and listening to someone speak. We can listen between the lines in just the same way:
- What is not being said?
- What does the body language or punctuation tell you?
- What tone is used to say what’s being said?
- How does this compare to when someone is talking about something less contentious?
Listening can require all your senses, depending on the medium. Listening is watching. Listening is feeling. Body language is an essential component of listening, but more on that shortly.
Often the talker does not even know they are being guarded. The listener can appear guarded too and that will impact what you really take away from the exchange. So relax into your listening experience. It’s your job to relax your talker.
From a marketing perspective you need to get beyond friends and relatives. These people tell you what you want to hear regardless. Of course your baby is beautiful. And each time you ask or re-ask questions you need a new group of people to ask. Virgin reactions only. You need fresh input. You can revisit earlier interviewees, but only to keep them in the loop.
Find yourself people who don’t care about you or your stupid idea. When they have nothing to prove, you can really listen, because they will tell you what they really think.
Most people don’t know what they are not saying. It’s your job to discover the truth. Listening and questioning are your two tools.
Perhaps they are saying it in their own head, perhaps they think they are clearly expressing their thoughts or their experience. It’s worth noting the experience you are seeking feedback on probably means more to you, so don’t expect perfect recall. Perhaps they don’t even know the truth. We process feelings and make thoughts. And that’s what he person you are asking is doing it too.
With the volume of data we process, sometimes our memories and our thoughts and feelings become fused. We can’t tell them apart. Often there’s things hiding out between what’s actually being said that the speaker doesn’t even know. Their subconscious is poking through the gaps. Why are they being hesitant? Why did their eyes light up at that moment?
It’s your job to get curious. Listening often means not talking.
Two Sides to Every Story
I love the TV show Lie to Me. Apart from the awesome British accent and the humour, the show really demonstrates how to listen between the lines. You don’t need to be as extreme, but every improvement in your listening skills can dramatically improve the outcome of your project. It’s worth the effort.
Context and perception are everything when it comes to giving and receiving communication.
When you tell a story, what is actually heard? The process is reversed when you are listening.
What do you actually hear vs what do you want to hear vs what does the person want you you hear?
Communication is a complex business.
- We all have agendas
- We all have fears
- We all have needs and wants and desires
- We all have shame
- We all have vulnerability
Your truth is not somebody else’s truth. Truth is just perspective. Truth is the story we tell, the story we manufactured. The story we choose to tell. What elements are we omitting? We like to tell neat and tidy stories and real experiences are never neat and tidy.
In life, we’ve each walked a unique path. Our perceptions are our own and they shape our individual paths. We need to try and strip away the addition of your perspective when we listen. It’s about not judging. You are listening to gather source data. You are trying to find out what people really feel. You can process and add your own thoughts and reactions later. Look for the feelings.
When you listen, focus on capturing not processing. You have the live person in front of you, on the phone or on Skype of Google Hangout or FaceTime. You can’t return to this moment, so don’t lose the value. Record it. At least makes notes.
Just voice should be your last option.
You are missing so many signals if you think of listening as an audio only experience. Tone, voice and body language make up the lions share of the data you receive. I strongly recommend recording these interactions.
Simplify Your Sharing Experience
When you report on your findings you face another problem. You have to explain your reactions and findings to your colleagues. They were not there and did not see or experience the source conversation – you did.
Today recording is cheap and simple. The only thing that’s stopping you is asking for permission and the mindset that it’s OK. You need to get comfortable with being recorded too.
You cannot rerecord a priceless moment, so don’t let them slip by unrecorded.
Listening is about data capture. Your can process the information later, but can’t get more data outside of the moment. Listening may be a linear experience, but there can be non linear moments. Don’t be afraid to jump back and revisit.
Takes notes as you listen so you don’t forget to jump back or drill on a moment or an expression.
That’s what happens in the spaces in between. That’s where the connections lie.
Filling Out the Whole Picture
Our landscapes are complex. Listening can be like putting a jigsaw together.
Listening between the lines is like were making out the big box picture or looking for the missing pieces. We know some elements of the picture, but were trying to connect the dots. Find what lies between the known data points.
- Are we asking enough questions?
- Are we being curious enough?
Don’t just ask questions, probe. Share the moment with them as if you were there. Share their experience. Replay it to them and ask how felt.
Don’t be afraid of silence. Pausing can be powerful. Build on the moment. Ask them to rethink the experience from another perspective. In so doing, you are helping them validate their memory. This will perhaps let them recall new information.
Let people breathe, let them think out loud. Listen for the gaps and the unsaid.
Don’t be so quick to judge. Don’t be afraid to ask the same question in different ways.
Most of all keep being curious. Act and believe like you don’t know the answer.
In the lines between the spoken words and the conscious actions lie the treasures you seek .
What’s really being said? It’s your job to find it. How are you going to become a more active listener? How are you going to be less judgmental?
Image Credit : 21524179 via Flickr.com and Creative Commons