Recently, a CMO told me that she wasn’t sure she wanted her company’s name on the social web because people say bad things there. I suggested that if she were on trial for murder, it would be very likely that people would be saying bad things about her at the trial. And yet, it would be a very bad move to stay away in hopes that the discussion simply disappeared. Better to attend the proceedings and get your side of the story in there also.
The reality is that people are talking about you, your organization, your products and services, and the complete experience of your company. They’re doing it right now while you’re reading this. So the question is not whether or not the conversation will take place. The question is whether or not the conversation will have the benefit of including you.
To liken it to traditional media, would you ignore a splash of bad press or would you respond with your own press statements? The social web should have a similar level of commitment, especially now that the social web drives more traffic than Google.
People are now navigating the web according to their friends’ links and statements. So in some ways, social is already more powerful than traditional media. It’s the difference between an independent third party statement and a statement by a known and trusted ally. Not something to be ignored.
So what can a CMO do about all these people who are talking about her company?
LISTEN. Let’s see… Real time customer feedback for next-to free? That sounds like an asset to me. Start by observing the conversations that take place about your company. Statistically speaking, about two thirds of consumer social statements about brands are positive statements. Check to see where you stand compared with that average. And who knows? They might be offering you your next great idea.
SPEAK. Let consumers know that you hear them. For many, being heard is all they want. For the rest, let them know you care about the experience they’re having and offer solutions just as you would on your customer service line. And be sure to echo the positive statements, and even reward them where appropriate.
GIVE VALUE. The social web is a great place to distribute value from coupons, to special access, to early information, … In this simple way, you’re giving consumers something interesting and beneficial to say about you online. Watch the ratio of positive-to-negative change as you begin providing part of the content in a valuable and positive way.
BUILD COMMUNITY. Whatever your customers want, try sometimes delivering it through social channels first. Then encourage customers to share the content with friends, and reward them for doing so. Provide reliable tools for cross-channel communications by creating a schedule or rhythm to your conversations, and be consistent with it. This will build a community of eager on-lookers, many of whom will speak your name more often in more positive contexts.
When you go to the market, you hope that people notice. You want consumers to talk about you. So why fight it?
The social web did not create the sentiments people are sharing about you – you created those sentiments. The social web merely gives your customers a microphone that broadcasts to everyone everywhere. But don’t blame the media; instead, fix the customer experience and use the same media to create positive discussions to ameliorate the negative feedback.
They’re going to talk about you anyway. It would be a good idea to listen and give them something interesting to say.