The first step to social media execution is to monitor the chatter. Businesses should have a good sense of what is currently being said and discussed regarding their brand to effectively plan their strategy. Aside from the fear of negative feedback (which should be embraced) is the surprise of finding out that no one is talking. The more intriguing part of this realization for some companies is the answer to why no one is talking.
Is no one talking about your brand because there was no outlet to express feedback. Or are they not talking because you haven’t given them something to talk about? More often it seems to be a combination of both with a stronger influence on the latter.
With every brand, there is SOMETHING someone can say. It is really an insult to find out that everyone is silent and that they are not even giving your brand a few moments of thought because nothing is striking them one way or another. It almost goes back to the idea that any publicity, including bad publicity, is good publicity. That is almost the case…and if they aren’t talking, let’s give ‘em something to talk about!
The best way to do this is simply by asking. Ask your audience what they think. Post a Facebook update soliciting feedback about a current product, promotion or service (check out Uni-ball’s facebook page as an example!). Ask them for visual feedback by encouraging photo submissions (if this applies). Another option is to let your audience have a role in your business by soliciting tagline, logos or other brand elements, which will give them a reason to think about your brand and give you an idea of how they perceive your brand (could be a bit scary, but could be amazing!).
Brands also tend to forget to let people know what is going on. Some brands do great things for their clients, employees and communities, but they forget to let people know. Why not tell them?
The buzz is great and getting involved is easy. Get people talking by sparking the conversation!
Jen Cohen is a social media and marketing maven knocked down many times in 26 yrs. Something Creative http://somethingcreativemarketing.com
Quite Correct! At the least, if they like the brand, they’ll say very little or nothing. If they don’t like the brand, they’ll let you know and give you an opportunity to address it.
Either way, you have to be a mature company, ready and willing to both see and address negative comments. I’ve found that some places are too afraid to do that.
We, either as consultants or agencies must impress the importance that, whether executives like it or not, people say bad things about brands. It’s up to the modern organization to stand in front of it, take it and improve.
-Dennis
Dennis, True that some say nothing unless they have a problem, but there are many in a community that will shout their praises if there is a way to. An example is Keen Shoes. Keen has given their biggest fans something to shout about as well as a place to do it. Their community site is incredible.
Jen, Just as much as there is always some type of conversation, there is also always a tribe/community. It may be nascent at least to the brand, but with a little investigation that tribe can be found and equipped.
@johnflurry
Dennis and John–
You both have good points. Sometimes the negative is so important and perusing sites such as Yelp.com to find out what the uninhibited are saying can really help contribute to the social strategy.
I guess the challenge is finding the tribes/communities and embracing them the best way possible.
Thanks to both for your comments!
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