How To Easily Control Your Brand To Improve Conversations

Oct 19 2009 Comments

Do you know how pointless it to attempt to control a conversation? How do you react to people that that constantly dominate the conversation without sharing the opportunity to be heard? My sentiments exactly. With online communities, that’s not going to help you or your brand. Pushover’s aren’t appreciated.

Companies need to understand that the push for social media isn’t about just using tools to find the conversation. The platforms and tools available today allow you to actively listen to a conversation about your brand. You need to organize the thoughts, ideas, and direction your community is headed in based on the conversations you find. You don’t want to control the conversation, because you need them to help you control your brand!
  

Maybe This Will Help You Understand
  

  • Actively Listening + A Product (Conversations) = A Potentially Better Product
  • A Potentially Better Product (Conversations) = A Potentially Better Brand

Whether you’d like to admit or not, people are turning to the web for information more and more. I can’t remember the last time I looked at the Yellow Pages. I don’t watch TV all that often. I tell people, “Google is your friend” all the time. I’m debating switching from Google to Twitter Search. People are going to expose the companies that are lagging behind, and praise those who at the very least have their feet in the game. You can’t stop people from talking about you just by not listening. In fact, you don’t want them to stop talking. That’s almost like the death of your brand. You want the conversation!

     

Better Your Conversations, Better Your Brand
 

chat The key to maintaining a positive brand image is to actively monitor these conversations, let your customers know that you hear them, then show it!

I know when a company is actively listening to me because I can see the difference in future products or services. I might see a steady stream of updates continuously being pushed out from developers. However, these updates actually address previous problems and complaints, instead of giving me more to complain about. They’re active on Twitter or Facebook, sharing quick tips about their services and great content of interest. They know what they’re doing.
   

  • Are you actively listening?
  • What companies are doing a good job of actively listening?
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  • Interesting. But I'm having some trouble...maybe you can help. Where is the line between dominating a conversation and stimulating the conversation? I don't think the answer is brand specific either. Here's what I mean...

    Many, individuals and brands, are still so new to social media that they have "cold feet." Many, in my belief, are nervous about the public nature of the conversation. And, because of this, they don't speak. In instances where I've "actively" stimulated the conversation by participating and conversing, some have perceived me (or my brand depending on the venue) as "dominating" the conversation compromising the ability of others to be heard...which is NOT my intent.

    I don't just run on at the mouth.. I listen, respond and reach out to others to get them involved in the conversation. I ask related questions, etc. Yet, the perception persists (among some.)

    Whether it's a brand speaking or an individual, the challenge is the same.

    Got any advice?
  • People will only see such negatives if they don't know you and the first thing they see is your brand's name (which they've been previously discussing). You have to get that connection to them without the need for your brand's name to be mentioned.

    Stimulating the conversation is also different from jumping in with "cold feet." Stimulated conversations have a sense of credibility, trust, respect, and a deeper need for a better understanding about the topic at hand from people that you can trust.

    It's beyond saying the right things at the right times, which can make people nervous when they don't know what to say.

    Talk to folks without your brand's name being mentioned. Share your opinions as a person and not just an employee.
  • Thank you for responding. I'll feed your reply into the dusty processor between my ears. However, not being able to keep a brand plainly visible while giving a brand personality and presence seems to fly in the face of what made Zappos' approach so successful. See: http://twitter.com/zappos

    As much as I like to participate, my personal accounts would never remain truly personal if I participated with only my personal name. See the dilemma?
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