Social Listening & Crowdsourcing: Bane or Boon?


In the video below I join the TekPersona Power Panel to discuss whether social listening and crowdsourcing by C-level company heads ends up benefiting or hurting their companies.

This is my first week on the Power Panel, where I’ll be a regular now. Hosted by +J. C. Kendall and +Su Ann Lim of TekPersona Corporation, the panel includes +Cybelle Negris (, +Garth Frizzell (Terra Cognita Software Systems), +John Blossom (Shore Communications), and +Jesse Wojdylo (independent web entrepreneur). (+Gary S. Hart, also a regular, was away today.)

Before watching our discussion, it might be helpful to understand the terms. Here are some definitions:

Crowdsourcing: “a process that involves outsourcing tasks to a distributed group of people. This process can occur both online and offline.  The difference between crowdsourcing and ordinary outsourcing is that a task or problem is outsourced to an undefined public rather than a specific body, such as paid employees.” (In our discussion below we focus primarily on the crowdsourcing of ideas and decisions, rather than tasks.) – source

Social Listening: Monitoring social media sources for information and sentiment about a brand, product, or concept. Often used by marketers to gauge the success of a messaging campaign.

Here’s the discussion:

What are your thoughts? How useful are crowdsourcing and social listening at the C-level? What are the benefits and potential pitfalls? Do you have any successful crowdsourcing tales to relate?

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Social Listening & Crowdsourcing: Bane or Boon? by

Mark is Director of Digital Outreach for Virante Inc. Mark helps businesses build strategies to increase brand influence and attract natural links and social signals. He has a special reputation as an expert on Google+ and Google Authorship. A former teacher, Mark has worked directly in Internet marketing since 2005, but has been involved in social media and online community formation since the mid 1990s. When not helping Virante clients improve their online presence, Mark participates in competitive storytelling, plays with a Dixieland street band, and (surprise) spends more time on the web.


  1. Great show today, Mark. Glad to have you aboard.

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