Steve Rappaport is the Knowledge Solutions Director for The Advertising Research Foundation, responsible for creating the knowledge resources, tools and services which help members build brands. His book, Listen First! draws upon his decades of experience in listening for market research and for creating listening-based business strategies, services and companies. Steve had the good fortune to train under a number of distinguished professors who pioneered media content analysis. He advises companies as diverse as Campbell, Toyota, Warner Bros., and Kaiser Permanente.What You’ll Learn From This Interview: Why is listening to social media conversations important for companies? What is an insight? How do we staff for listening? What is the difference between social media monitoring and social research?