Get in the Conversation…and Shape It

by Justin Seibert
The State Journal
April 25, 2008

If you’re like me, your parents used to tell you, “God gave us two ears and one mouth so that we can listen more and speak less.”

Most businesses act like they have 3 mouths and no ears. And for awhile, that was okay. Companies put out brochures, press releases, and ads. If they were direct marketers, they also sent letters, perhaps personalized, but there was no mechanism for feedback.

Companies sold their goods or services and made their money. Life was grand.

The Internet Cometh

But a funny thing happened on the way to the 21st Century: this little thing called the internet. At first, it didn’t affect conversations too much. Forward-thinking organizations put out Web sites, but they were little more than online brochures. Again, the company controlled the medium and the (non)conversation.

Then forums started popping up: consumers could share their buying experiences, good or bad. Soon blogs started appearing. Short for “Web log,” they’re a cross between a journal and a Web site. Today, a new blog is created every minute. No matter what you buy, sell, make, or enjoy – there’s a blog about it.

What’s really notable about blogs is that most of them allow comments directly from the readers. Someone writes a post about a topic and then people give feedback. So when a company writes glowingly about a product that doesn’t work, dissatisfied customers can add in comments with their own negative experience…or write their own posts on their own blogs.

The Web’s Next Generation

Now the Web is moving ahead at warp speeds. Whole sites exist where users generate the content and create the conversation, typically called social media or Web 2.0. They’re incredibly popular as these monthly user statistics compiled by compete.com show:

•Users write and edit articles in their entirety on Wikipedia (41 million users per month).
•17 million people submit, comment on, and promote articles on digg each month.
•Members create entire individual networking mini-Web sites at Web destinations like facebook (22 million), LinkedIn (2million), and MySpace (68 million).

Think the people using sites like these are just talking about their social lives? Think again. According to a March 2007 Clearswift study, 46% of office workers have discussed work-related issues on social media sites.

Your products have a reputation, too. Sites offering consumer reviews affect your chances of getting a sale. Some sites like Amazon (50 million) actually sell products, while others like BizRate (20 million) offer only comparisons and reviews. In both cases, people are listening.

According to research performed by Deloitte in October 2007, half of all consumer purchasing decisions are directly influenced by online user reviews.

And just like product review sites, Web sites exist for company reviews, often times just for negative reviews. Get a sampling of public relation nightmares and customer horror stories at ripoffreport.com.

Today when someone writes about your company, products, workplace policies, and personnel on a social media site or anywhere else, people will find it through a simple search on Google or Yahoo!

You need to realize that you no longer control ‘your’ conversation.

What You Can Do

Believe it or not, the internet is actually a good thing for you, your reputation, and your sales…if you have a strategy and work at it.

Here are three basic steps to get you going in the right direction:

1. Use both ears. People are reading (or watching or listening to) what’s being said about you, so you’d better be aware of what they’re learning. Some pretty powerful conversation tracking services exist these days and more are coming, but a free one might be the best place to start. Go to google.com/alerts and get free emails sent to you anytime the search giant sees whatever name or phrase is important to you.

2. Use your mouth. Consumers are reading what others are saying, so you’d better make sure you get exposure for your side. People now get information on their own terms, often through search engines. Search engines won’t automatically put you at the top of the list even for your own name; you need to make it happen. Make sure you’re optimizing your site and running paid search ads on important keyword phrases. This is doubly important in response to negative press.

3. Get others to use their mouths. Much of this article has focused on the negative things people might say about your company, its officers and employees, and its goods and services. Unless you’re a total crook, though, people have a lot of good things to say about you, too. Rally your advocates. Help them tell their story and help those stories be found.

Join this Conversation

If you would like to learn more about the strategies above and even more ways to protect your reputation, join this conversation at the Next Generation Marketing series this May. Find a city near you and register at www.marketingconference.org.

Justin Seibert is President of Direct Online Marketing, a Wheeling-based internet marketing firm, and President of OVConnect, an Upper Ohio Valley young professionals group.

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