Business-to-business (B2B) and business-to-consumer (B2C) marketers surveyed recently reported that half used Twitter to monitor for PR problems, but only 22.4% actually contacted Twitter users who posted negative Tweets.
Monitoring is fairly easy--if time-consuming--but it's also reported to be the most effective use of Twitter for these brands. This makes it even more surprising that 1 in 2 brands is not monitoring its image via Twitter at all. That's too bad. Twitter's beauty is giving you a real-time window into what people are saying and thinking about your business or industry.
Only one in four brands on Twitter actually reported using it to reach out and engage people directly when they had a complaint or criticism. Monitoring or listening is important, but reaching out and dialoguing is what really make a difference. Yet, going that extra mile appears to be a little more difficult for brands.
Is this a classic case of activity (monitoring) over productivity (acting on the information)? What do you think?
Here's a little advice for organizations that are monitoring but not responding:
+ Have a social media policy that makes it clear what scenarios are important to respond to.
+ Develop key messages, FAQs and some tough Q&A so that your employees have the tools to respond accurately, confidently and on message.
+ Assign responsibility and accountability to an individual or team of individuals (in-house or agency or both) to manage these social media interactions (not just Twitter but blogs, Facebook, and more.)
+ Now track and evalute this outreach to learn what works and continuously improve your online image management
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