Infographic: Social listening is a catch-22 for brands
Apparently, consumers expect brands to be mind-readers when it comes to knowing when to respond to conversations on social media. What's a brand to do? Here's some advice.
If your company is still setting goals and priorities for 2013, add "become telepathic" to your to-do list.
It will come in handy when you're trying to determine whether to respond to customers' conversations on social media.
When it comes to social listening, companies are caught in a catch-22, an infographic from NetBase and J.D. Power and Associates says.
Some consumers want brands to stay far away from their online conversations:
- Forty-three percent of consumers think brands who listen to conversations on social media are invading their privacy.
- Half of all consumers (51 percent) want to talk about companies on social media without them listening in.
But other consumers are OK with brands listening in certain situations:
- Forty-two percent of consumers expect companies to respond to positive comments.
- Fifty-eight percent want companies to respond to complaints.
- Sixty-four percent only want companies to respond when spoken to.
Consumers seem to expect brands to read their minds.
So, where does this leave brands—other than between a rock and a hard place?
There are a few things companies can do to try to please everyone. When listening to customer conversations online:
- Don't just listen to conversations; understand them.
- Consider the context of the posts.
- Engage with the intention of delivering value to both the company and the customer.
- Demonstrate that listening doesn't intrude on customers, but builds relationships with them.
Take a look at the graphic for more:
(View a larger image.)