If you’re doing your social media related responsibilities correctly, you’re acutelyaware of what’s being said about your product, company, service, etc… But
instead of just knowing this information, how about a formalized tracking systemof it? Meaning, if you notice a question or comment frequently occurring, makenote of it. You could create a spreadsheet, mind map, word document, etc. The
format is up to you, so long as you’re actively tracking these questions.
Ok, so you’ve got a list of recurring questions, comments, etc., now what? It’s time
to start formulating some responses. Are these questions something that can easilybe addressed through an FAQ? A detailed blog post that you can point users to?Maybe a quick and simple video?
If these comments go beyond the customer service aspect, congratulations, you’ve just crossed over into crowdsourcing. If you’ve got raving customer
s, how can youleverage this excitement to further the revenues? Are there related products,services, etc. that you can offer users? Are there any areas where you can expandupon your current offerings? Is it time to take a deeper look at this specific productline and expand upon it?
Now let’s be honest, it’s not going to be all sunshine and unicorns. Users are just
as apt to tell you what they do not like about your product. Seasoned pros take theobligatory 2 seconds to roll their eyes, and then dig into this negativity with a
heapin’ spoonful of, “How can we make this better?” Remember, these negative
comments are just as valuable to your organization as the positive ones. Sure, notin the public light, but in the company strategy meetings, these comments are the
ones that can drive further success. If your product or service isn’t meetingcustomer’s needs, how can future versions solve this issue? Did your engineering
team even know this was an issue? Is it time to start thinking about killing off acertain product or service? Remember that tracking mechanism mentioned above?
Now’s the time to start looking at those numbers and talking to the right people
within your organization about some change.
Don’t forget about the unexpected. You’re always going t
o have a few (or many insome cases) who will use your product in an unexpected way, modify it, hack it,customize it. Take special note of these innovators, and make sure you keep an eye
on them. Does this modification have traction? Are other’s wondering
how to do