Comments on: Controlling the conversation http://www.digitalstrategist.ca/wp/2009/10/controlling-the-conversation/?utm_source=rss&utm_medium=rss&utm_campaign=controlling-the-conversation Digital Strategy and Management Sat, 05 Nov 2011 06:14:57 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: James Hal http://www.digitalstrategist.ca/wp/2009/10/controlling-the-conversation/#comment-59 James Hal Fri, 16 Oct 2009 17:53:21 +0000 http://www.digitalstrategist.ca/wp/?p=271#comment-59 Three things I would like to add: (Once again, really great, well thought-out post) One: We do want our audience (customers and non-customers) to love us. The important thing to remember is that the opposite of love is not hate. The opposite of love is apathy. If you have negative comments, that translates, in a real business (P&L) sense, to an audience that wants to continue to do business with you if you can do better. Satisfy their need and they become advocates of your brand. There are many examples of this but my favourite of course is: David Knapp at Bank of America: http://twitter.com/BofA_Help. On the side of innovative and the jury is still out see: http://www.hsbcreviews.com/ Two: I work in one of the most regulated, controlled substance, corporate environments there are, banking. What I tell our executive team is that these negative comments are happening whether we "listen" or not. Someone coming to our online environment and leaving a negative comment is effort on their behalf. We need to respect that effort, capture it, and use it to deepen our relationships with our customers. Then I leave them with a question; if someone walked into a branch and had a negative comment would we ever tolerate our people ignoring them? Third: Ensure that your intents within your managed, user generated content areas, are legally reviewed and expressed. I know it feels like frosh week but it can turn ugly if the proper due diligence is not applied, we need to ensure we proceed with rigor. The other side to that is live with the buzz-word axioms of Social Media, specifically Transparency and Authenticity, and the audience will bond with your through the trials. Three things I would like to add: (Once again, really great, well thought-out post)
One:
We do want our audience (customers and non-customers) to love us. The important thing to remember is that the opposite of love is not hate. The opposite of love is apathy. If you have negative comments, that translates, in a real business (P&L) sense, to an audience that wants to continue to do business with you if you can do better. Satisfy their need and they become advocates of your brand. There are many examples of this but my favourite of course is: David Knapp at Bank of America: http://twitter.com/BofA_Help. On the side of innovative and the jury is still out see: http://www.hsbcreviews.com/

Two:
I work in one of the most regulated, controlled substance, corporate environments there are, banking. What I tell our executive team is that these negative comments are happening whether we “listen” or not. Someone coming to our online environment and leaving a negative comment is effort on their behalf. We need to respect that effort, capture it, and use it to deepen our relationships with our customers. Then I leave them with a question; if someone walked into a branch and had a negative comment would we ever tolerate our people ignoring them?

Third:
Ensure that your intents within your managed, user generated content areas, are legally reviewed and expressed. I know it feels like frosh week but it can turn ugly if the proper due diligence is not applied, we need to ensure we proceed with rigor. The other side to that is live with the buzz-word axioms of Social Media, specifically Transparency and Authenticity, and the audience will bond with your through the trials.

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