Listen. Fix. Tweet. Repeat.
August 1, 2009 § 1 Comment
A common problem among marketers is the tendency to engage in social media as channels for pushing brand-related content, without adequately listening to what people are saying about your brand in the first place. Further, too many brands jump in without a strategy for how to best converse with people, particularly when they voice dissatisfactions. This makes for many missed opportunities for improving product and service design and ultimately improving brand reputation.
We too often neglect the generative potential of online conversations.
Brands need to first have a listening strategy at the core of what they’re doing within social networks. As Mitch Joel recently wrote over at Six Pixels of Separation:
A lot of these brands are acting on the customer service-related issues, they’re understanding where their competitors are dropping the ball, and they’re able to uncover areas of improvement and/or innovation for product development. All without tweeting a character.
The alternative is becoming increasingly clear. Take, for example, Tom Foremski’s scathing piece about Apple’s lack of response to his issues.
About 30,000 people (and counting) have read my Apple rant so far, and this is an influencer community of readers, it’s not your average eyeball. On ZDNet there have been 90 comments about my story. Yet not a peep from Apple.
All it would take would be for Apple to leave a comment, something like: “We’re sorry, we try to do our best but unfortunately we can’t cover your repair but we have an excellent record, etc, etc.” At least it shows Apple cares about AppleCare. But no, nothing.
Listen. Fix. Tweet. Repeat. Or your competitors will fix it for you.