Brand conversation listening is important (obviously).
But simple, vague advice like “Listen to the conversation around your brand” and “Join the conversation” is inadequately qualified. I can find eggheads on Twitter who’ve tweeted these very platitudes. Without explanation, they’re worthless.
Listening vs. Eavesdropping
A brand that eavesdrops and replies to the most insignificant mentions interrupts the consumers’ conversation, instead of politely jumping in where it is useful. This is where social media becomes a time suck. Plus, actions speak louder than words. Imagine a nasty tweet about your brand from a Twitter complainer who has a major sense of entitlement post-this crazy time of brand democratization. You must be able to differentiate the bitching from the truly problematic:
Properly handled tweet worth a reply:
@everysandwich can you send us an email email@example.com so we can have this resolved for you
Waste of everyone’s time, please unjoin the conversation even though you’re amusing: Continue reading Get Mavericky and “Join the Conversation”