It is amazing how fast information spreads in the social world. If there’s a flaw in your product, an error in a document, an unsettling government action, or a bold competitive move by a rival, it’s likely that your prospects and customers will figure it out almost as soon as you do. It is therefore essential in this new information-saturated world for customer-facing teams to strive for unprecedented levels of agility in monitoring social media for breaking news, accepting and dealing with whatever good or bad news appears, deciding quickly how to respond, and leveraging the same social media channels to get your response back out right now.
But you cannot do all of this without software tools to assist in monitoring discussions about your company, its brand, and its products, or for coordinating a consistent and rapid response. But there’s good news here: A new generation of easy-to-use, cost-effective social monitoring tools has emerged, and it’s essential for every company to adopt and master these technologies. (And my company does not sell such tools, so this isn’t a self-serving recommendation; it’s survival advice.)
Finally, when you’re in the thick of it, striving to respond quickly to whatever comes your way, don’t forget to be transparent and authentic. An agile response that is less than candid could be worse than no response at all.
The bottom line is that it’s hard for a company to hide anything when its good, bad, and ...