If you think no one is listening, you might be surprised. As companies experience increases in public scrutiny (thanks to social media) there is more at stake to protect their brand. This is more than a shift in marketing, a rewiring has taken the front seat and companies that choose to stand on the sidelines rather than manage it are at risk.
The first thing to realize is you are not in control, and you never were. Conversations about companies always existed, but now they’re more accessible than ever. Before the web, word of mouth was a slow moving beast that many organizations chose to ignore. Fast forward to today and a bad experience can quickly become an epidemic should a customer become vocal online. The poster child example being United Airlines, which mishandled a customer’s grievance, and the whole thing went viral.
An entire cottage industry of online reputation management has emerged over the last few years as a result, with service providers like hootsuite, radian6 and dozens of others, all geared towards helping you to monitor online conversations.
Most consumers turn to the web when investigating a product, service, even a person, and there’s a good chance a dialogue already exists. Do you know what they’re saying?