<< by Michelle Doty on July 16th, 2013
Social media is all about cultivating relationships—with fans, clients/customers, prospective clients/customers, employees, anyone you deem relationship-worthy. Just as with any new relationship, there’s something to be said about the courting process… to be successful, you really have to listen; actually listen. Not just go through the motions, really put your whole self into understanding what’s being said, explicitly and implicitly. You have to pay attention to tone and body language just as much as, if not more than, what’s actually being said; and on social media, the same holds true.
This has been said so many times on so many blogs over the years as social media has been a part of the cultural zeitgeist; but it bears repeating, because too many brands are still not leveraging it the way they should be and engaging in the conversations that are taking place. There’s much more to pay attention to than the obvious @mentions of your brand. Instead, start empathizing and put yourself in your customers’ and potential customers’ shoes to determine the mentions (or keywords) you should be listening for. It’s easy to talk; it’s not as easy to listen, which is why the brands that do truly stand out.