I am writing this post from the world famous Roger Smith Hotel in NYC and the only reason I mention this is so you realize at the beginning that I was not in attendance at the event I am referencing in this post and as well I would like to say that even though I am using an example by @unmarketing I would like to say that if you read the post you will see I am not starting up with him but attempting to show another point of view to his comment in the effort to demonstrate this is an ever evolving space with the need for some fresh eyes. I should also mention that I don't know Scott except for on Twitter and haven't met him in real life so this may not be fair but I am in no way attacking him. I am sure Scott is a nice guy and he is only in the post because he inspired it...and as always, these opinions are mine and mine alone. What I am saying is that not even my mom wants to be associated with some of nonsense.
Thursday, February 04, 2010
Last night as part of Social Media Week in Toronto, Scott Stratten spoke on the subject of Social Media at The Refresh Events gathering. I can't comment on the event or Scott's ability as a speaker because I wasn't there but I did see some of the tweets that came out from it and one specifically caught my eye.
This is a bold statement and one that I don't agree with.
Sure conventional Social Media wisdom says you need to respond to every comment and engage your community but since there is nothing really conventional about Social Media there can't really be conventional wisdom...or to phrase it differently, there can't be any hard and fast rules because every situation is different.
Under certain circunstances I advise companies not to engage their customers because there is no one on the team who has the correct personality/passion/disposition to do this sort of stuff. Communications is about comfort and confidence and if you don't have that person on your team you should not be putting people in a position to fail because that is just not fair.
BUT <---- I made that all caps because here comes the part that makes me look really smart and I wanted you to notice.
Even without true engagement you can still make a noticeable difference in customer care and activate customers to become more loyal and tweet about their level of satisfactions by simply listening super closely to their needs and make the necessary (if any) changes...then once the changes are made you let your customers notice on their own and let them draw their own conclusions to how or why the product or service is suddenly better. People are smart and they will notice your work.
How do I know this?
Well because just about every speaker on the Social Media speaking circuit says some version of "Your customers are talking about you weather you engage or not so you better get in there and engage" (I know because I say it in my presentations) so an assumption can be made by that logic that they will continue to talk about the "new" you and spread the word and by just listening you can still do your brand good and not ask your staff to do something they are not equipped to handle.
What says you?
p.s. This is just one example of "non engagement for fun and profit" and I could list a few more but honestly I am going to save them for a future blog post since I am finding myself too busy to come up with interesting blog content :)