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Next week, Jen and I will be speaking at "The Art and Science of Social Media Marketing for Higher Education" and, my presentation will focus on active listening.

The challenge? No one really wants to hear about it.

In a pre-conference survey that asked attendees what specific questions they wanted answered at the workshop, the majority of the responses were: (Yes, I read them all...I like to listen.)

How often do we need to talk?

Which channels are the best places for us to talk?

What examples can you give us of others talking so we can replicate their success?

How do we evaluate all of the talking to prove that people heard us?

Talk. Talk. Talk.

These attendees are likely to be a bit taken aback with my presentation, because I won't be addressing any of these questions. Instead of teaching them ways to talk better, I will offer ways to listen strategically and actively and to know what to do with what they hear.

Listening is the linchpin factor in all of the social strategies we develop for our clients, yet most often the part that people overlook because they don't realize the potential that lies in process of active listening.

My plan is to reveal the power of listening first, talking second.

My challenge to these attendees, and anyone who is wondering why all of the talking isn't working so well:

Stop talking. Start listening. Use what you hear to navigate your path. It's not about you. It's about them.

I'll circle back next week and let you know how it goes.