Among the social media “experts” there are dozens of overused words. “Expert” comes to mind. But probably “conversation” takes the cake. There’s a reason for that. We talk.
The word is irresistible to self-named experts because it’s vaguely ambiguous. Behind the times and desperate in this financial landscape, companies see it as a term they can get behind. (Intoxicating.)
The concept is fundamental. Conversation has always been there but business was separate. Tools and interactions have changed. Now business has to work to remain separate.
Why? Sometimes it improves with their involvement. Say, Domino’s. The video came out and their response came quickly. It was smart, short and to the point.
However, when the “Motrin mom” thing blew up, they pulled the video and left a quick apologetic note. Outside of the incredibly small online community, response was impressively positive. The reaction was knee-jerk, confused and drastic.
Companies are afraid of the latter but should be clamoring for the former. Before your company makes the brilliant decision to get involved, there are a few simple things to consider:
- Above all: be as honest as possible (keep involved even if the conversation turns sour)
- Your company’s voice needs to match the conversation that’s already there.
- That voice cannot be forced (can’t tell people how to think of you)
- Carefully consider where you enter the conversation
- You will not always appease everyone all the time
So, while disastrously ubiquitous, the term “conversation” does still mean something. It means companies need to stop being passive, reactive observers and start getting involved and proactive.
Tags: advertising, conversation, digital reputation management