Can you imagine how events would unfold if you tried going through life always talking and never listening?
Yet, to this day, a remarkable number of major brands are holding forth on the Internet from within their castle walls without bothering to listen to what is being said about them. Or, if they do listen, without developing strategies and tactics to do anything constructive about it.
Let’s take a specific product from the durable goods category–just as an (unfortunate) example: the Maytag Bravos Dryer.
Throughout most of 2009, if a consumer Googled “Maytag Bravos Dryer,” the very first hit beneath the sponsored links was this one:
Yet, there it sat, month after month, while who knows how many people checked to see if the brand and model of dryer they were intent on purchasing measured up to the scrutiny of their peers.
Only to be told, emphatically, to run away!
Even as this is written, in the fall of 2010, the same message (“I would send it back, but it’s too late”) is the fifth hit, easily on the first page.
All of which is to say don’t feel too badly if you haven’t the slightest idea what’s being said online about your company or its principals.
As long as you do something about it.
Our approach combines more than a dozen online tools with our own proprietary techniques to stitch together a snapshot of everything we can unearth, much of it in near real-time:
- on the WEB
- in the BLOGOSPHERE
- on DISCUSSION BOARDS
- in COMMENTS and REVIEWS
- in certain SOCIAL MEDIA
There is a word for brands who are all talk and no listen: Alligators.
On the Internet, at least, it’s far better to go through life with ears that exceed the size of your mouth. Like an elephant, perhaps.
We can help you connect listening to your customers online with speaking to them online. You might even call it a conversation.
The Rest of the Story
Please see our portfolio for examples of how we’ve put these principles to work for our clients.