We live in a society that is based on instant gratification. We want results and we want them five minutes ago. Technology has opened up a world of instant access and communication and getting ahead as an entrepreneur takes dedication to Social Media representation and communication. However, one of the most commonly overlooked, but important aspect of Social Media is listening.
When In Vegas
In Dave Kerpen’s (2011) book, “Likeable Social Media” he shares an important personal experience of the how effective Social Media listening paid off. Dave shares that when visiting Las Vegas back in 2010 he had to wait in line for over an hour to check into the Aria. While waiting he tweeted “No Vegas hotel could be worth this long wait. Over and hour to check in at the Aria .” Then, just two minutes later he received a response from the Rio Hotel that simply said, “Sorry about the bad experience, Dave. Hope the rest of your stay in Vegas goes well.” What was the result? Dave goes on to explain that now whenever he travels to Vegas he always stays at the Rio Hotel and always recommends the Rio to friends. (Kerpen, 2011, 1-3)
Let’s look at why that simple tweet was so effective. Dave was upset with his situation and the Rio Hotel knew it. They listened to what Dave had to say without Dave even knowing, and then they wished him a great visit. They didn’t push a service or product on him or offer a better alternative; they simply expressed some kindness and sympathy to his situation and that made all the difference. People want to be heard, they want to be cared about and they want to be understood. Listening is often just as, if not more, important than the services you provide. Ever heard the quote by John Maxwell, “People don’t care how much you know until they know how much you care.”? Listening is one of the most important elements of Social Media because it allows you to dial into the market and react appropriately.
Watching trends, topics and conversations on Twitter or Facebook before ever responding can give you the upper hand. Now I’m not saying if someone complains publically about your product or service that you should just wait and listen, that type of thing needs to be addressed right away, but that’s another topic. I am saying that if you are involved in selling, say, the finest silk ties you better watch what is being said about ties online, especially silk ties. You should get to know who regularly posts about ties on which Social Media channels, what your competitors are doing/saying and so forth to get a strong picture of the space in which you are engaged. Once you have a good feel for your market it becomes much easier to respond appropriately to questions, concerns or general topics.
Responding to the Sharks
I recently watched an episode of “Shark Tank” in which a couple pitched what I thought was a fun business to the investors. Naturally the investors had some concerns and questions about the business and once brought up the business owners became instantly defensive and obtrusive. Instead of listening to the questions and concerns and presenting clear and precise responses they attacked any investor who disagreed with them and subsequently all of the investors became disinterested in the product, the business and especially the business owners. What happened? They entered the “Shark Tank” hoping to make a deal from an investor to greatly benefit their company, but they didn’t listen – they talked.
Have you ever tried to reach out to a company through Social Media only to hear proverbial crickets as a response? If you’re excited about a company and their product or service and they never respond to your inquiry or praise you likely feel a bit let down and a little less loyal. Now if that same company responds by just saying, “Awesome! Glad to hear you like our _______. Let us know if you have any questions about it.” How much more likely will you be to stay loyal? Big time, right?
As consumers we like feeling connected to companies. We like feeling personalized and recognized. Managing multiple Social Media accounts and watching for trends, questions, complaints and so on can be a difficult task, but the payoff is worth the effort. Take the time to find out what your customers are excited about, what they like about you or your competitors then respond in a positive and uplifting way. I’ll also add that the quicker the response the better. I recently tweeted at a company about one of their products that I had been using for years and loved. Days later, after I had forgotten about the tweet altogether, came a basic response, “Glad to hear it.” I was confused as to what they were talking about at first and then remembered my original tweet. Their response meant little to me days later because I was no longer thinking about how awesome their product was. Had that same response come minutes or even hours after my tweet I would have felt appreciated and noticed.
Wrapping it Up
What do all these anecdotes and experiences mean? They mean that the business that listens and responds appropriately and timely will get the reward. All too often companies are eager to push their products and services through their Social Media channels, often with deep pockets from their marketing budget, but they forget to listen. Listen to what the market is saying, pay attention to your analytics, see what is working and see what people are saying. Offer sympathy, offer support, offer your products and offer your ability to listen and respond. Doing so will help you build a loyal consumer base that will return regularly for your services and place you above the fold. Social Media is important, and listening really does matter!
-By Landon Faulkner
The goal of Landon Faulkner: #makeadventure is to do that. To focus on the positive things in life and to reform the negative in a uplifting way. His blog is more than a collection of writings; it’s a lifestyle; it’s life.