FIR Interview: Cisco Systems Social Media Listening Team

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ciscolisteningCisco Systems unveiled its Social Media Listening Center at its San Jose, California-based, Executive Briefing Center on October 24.

The six interactive touchscreens display a variety of data visualizations such as heat maps and word clouds that help present a picture of the social media conversation as it relates to Cisco Systems.

What visitors see, however, is just a glimpse at the processes and systems that Cisco has developed and deployed throughout the organization.

In this FIR interview, co-host Shel Holtz chats with Jeanette K. Gibson, Charlie Treadwell and Nancy Rivas about the listening command center – both the part that’s visible to visitors and what happens behind the scenes, how subject matter experts are volunteering to address issues the listening team identifies, the means by which Cisco is customizing data visualization for different parts of the company, and how Cisco’s experience with digital signage is taking its listening center to a level beyond those we have seen from other organizations.

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About our Conversation Partners

cisco-jeanettegibsonJeanette Gibson, Senior Director, Social & Digital Marketing, leads the Global Social & Digital Marketing team at Cisco. Her team is responsible for the company’s global digital brand presence on, social web sites and mobile environments. Her team consists of digital content and site strategy for, social media marketing and digital innovation.

Her team is responsible for setting Cisco’s social marketing strategy and success metrics and driving alignment, governance and best practice sharing across the company. This includes overseeing the creation of Cisco branded social sites, such as the company’s social media hub (  the corporate blogging platform (, communities (, YouTube (, LinkedIn, Facebook, Twitter, Slideshare and whatever else new pops up!

Gibson founded Cisco’s social media marketing organization in 2009 and built its social media center of excellence, which has successfully trained thousands of employees to engage with customers/partners in social media and helped Cisco earn #1 B2B company on Twitter via ComScore.  She also created a Social Media Advisory Council to help guide and direct company-wide social media strategy and governance.

Previously, Gibson led Cisco’s New Media Communications group where she was responsible for extending Cisco’s leadership and innovation with new media and overseeing the vision and direction of Cisco’s award winning online newsroom, News@Cisco (

Prior to working with the News@Cisco team, Gibson ran the Corporate Technology PR team at Cisco where she was responsible for promoting Cisco’s technology vision and strategy and securing top-tier business press for Cisco and its senior executive team.

Prior to joining Cisco in 1998, Gibson worked for a start-up, PointCast, which pioneered push technology for delivering news broadcasts directly to users’ desktops. Gibson helped launch the company in 1995 and managed its external reputation via media and analyst relations activity. Prior to PointCast, Gibson held various account management positions at leading public relations firms, Miller Communications (now Weber Shandwick) and Copithorne & Bellows (now Porter Novelli).

Gibson is a founding member of the Social Media Business Council ( has received numerous awards including Best B2B website by SiteIQ and the company was recognized as #1 B2B company using Twitter 2nd year in a row, according to ComScore. Gibson holds a B.A. in Communications from the University of California at Santa Barbara.

Follow Jeanette on Twitter at jeanetteg.

cisco-charlietreadwellCharlie Treadwell is a Social and Digital Media Marketing Manager at Cisco. In this role he develops strategies to leverage social media listening and measurement to generate business intelligence and infuse marketing programs with social intelligence and insights.

With over 8 years of digital and social experience, Charlie has experienced first-hand the transition for B2B companies into the social era, and is helping to lead Cisco to become a fully engaged social enterprise.

Charlie leads a team of skilled professionals that manage Cisco’s Social Media Listening Center. This team enables social media teams across Cisco listen to conversations, engages with customers, partners and influencers, and measures its marketing programs across the social web.

Follow Charlie on Twitter at CharlieAtCisco.

cisco-nancyrivasNancy Rivas is a Social Media Marketing Manager on the Listening and Analytics team. Her career at Cisco has included positions in Analyst Relations and as an Editor for The Network in Corporate Communications.

Nancy’s professional experience includes more than 12 years in public, corporate and community relations. Prior to Cisco she worked at Nortel Networks managing their Community Relations program. Nancy also worked as a Spanish-speaking media representative and legislative correspondent for local government.

She holds a Bachelor of Arts degree in Political Science.

Follow Nancy on Twitter at nrrivas07.

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(Cross-posted from For Immediate Release, Shel’s and my podcast blog.)

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Neville Hobson

Social Strategist, Communicator, Writer, and Podcaster with a curiosity for tech and how people use it. Believer in an Internet for everyone. Early adopter (and leaver) and experimenter with social media. Occasional test pilot of shiny new objects. Avid tea drinker.

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