Do you want to know the most important step in implementing a social media strategy for your business? The first step?
Listening and then responding.
What most businesses fail to realize (those who just jump in to social media without a plan) is that the social media sphere would rather be listened to before the communication begins.
The consumer is now in control of the conversation. We are in control of how we respond, interact, and praise/degrade every brand underneath the sun.
Businesses who jump into the conversation and broadcast a message but fail to interact are failing miserably at the art of marketing within social media. It is important to realize the potential of what David Armano calls micro-interactions where you the brand are responding only after you have listened to what your customers are communicating.
Remember to always listen before speaking… respond when necessary and add a little flavor into the mix. Get to know the people you are interacting with.. only then will you realize the full potential of viral growth through social media.
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A key point! Listening has to be at the heart of understanding, and it underpins the Marketing concept because its a management world view that seeks to make sense of the business environment. Listening is also a key dimension of any social relationship. It seems that those executives who don't listen clearly lack market and customer orientation as classicly defined. Might it be that they inherently lack Emotional Intelligence? Check out Scott Macarthurs post on how this (usually HR-esque) topic is proved to have an impact. http://mcarthursrant.blogspot.com/2009/05/emotion... In my opinion its time business weaned itself of believing that Social Media is a technological fix for people who prefer to speak 'at' with other human beings rather than engage with them. This is essentially a socio-pathic approach to business and won't go very far. It is the mindset of the technocratic product orientated executive. Perhaps we could talk up Sociomotional Media? Crucially the test has to be understanding and sense-making of what is talked about. As a customer once said to me 'You might be listening but do you hear what I am saying!'
Good points Kyle! In life, and in social media, listening is key. You can't know direction your business is headed (or what direction it SHOULD be headed) if you can't understand how it's being viewed. Speaking without listening is noise. Speaking with thought is productive.
Amen! Listen and Learn, This applies to sales, as well. Look for my extended comments at http://www.purecooke.com.
[...] components associated with a successful program involves listening and learning. In his recent blog, one I highly recommend you subscribe to, Kyle Lacy talks about “listening, then [...]
Definitely, most of the problems that I come across with poorly thought out strategy within the SM space comes as a result of jumping in with both feet…and then expecting everyone to instantly fawn all over them. You need to understand the community first before you can make any real headway.
I think I understand and agree with all that has been written here, however, on the other side of the coin is the quandary business and government is in trying to figure this "new way" of interaction. At least in some instances, the inside staff "all" want access to this open relationship and communications channel (knowing that not all will just listen), the concern is that some, without the authority, will say things that do not follow the goals, direction or objections of the business or government they work for. Further, if a staff member does say or post the wrong thing, who is accountable? Who is responsible? Who pays the price? On the inside, those are some of the issues that are on the table right now. As Zemanta said, a plan is needed… but just how fast, and correctly can that plan be developed?
Great point Kyle. When I work with a new client, the first thing we do is figure out what they want. Second we figure what is the message their audience wants to hear. I love your blog. Will be coming back for more.
Bradley Will
bradleywill dot com
@bradleywill
Great point Kyle. When I work with a new client, the first thing we do is figure out what they want. Second we figure what is the message their audience wants to hear. I love your blog. Will be coming back for more.
Bradley Will
bradleywill dot com
@bradleywill
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