Wide Angle

Results from the first 100 companies (Fortune 1000 or larger) to take our new Social Media Opportunity Diagnostic show organizations are significantly under-investing in listening.

Largest Social Media Opportunity Gaps | Fortune 1000 Enterprises

Companies report "listening" as an important social media-related business opportunity (index 59/100), yet few demonstrate even moderate levels of competence (index 23/100).

Across the board, marketers aren’t heeding that old adage to “look before you leap.”  And the few who’ve done their due diligence have more often than not bought their way to competency rather than truly committing to listening.

That’s a problem for three reasons:

1. You’re putting your brand – and your job – at risk if you’re not paying attention.

Consider an example from Kryptonite Locks that demonstrates why it’s important to stay on your toes when it comes to social media.  Check out the Google search results for “kryptonite locks.”  See that post third from the top?  The one titled “Twist a Pen, Open a Lock”?  It’s a link to a video that shows you how to quickly break a kryptonite lock with two quick twists of a ballpoint pen.

If you’re not constantly listening to the world of social media, you may be too slow to catch and respond to posts like this.

2. Your customers expect that you’re listening – even if you’re not.

Companies like Best Buy, Comcast, and Virgin America are making social media a mainstream customer service channel.  And whether you’re “doing” social media or not, customers are beginning to expect that you’ll respond when they Tweet about a problem—especially if a competitor is already listening and responding.  Failing to respond to customer complaints means you may be falling short of even higher expectations in your marketplace.

3. If you’re not listening to them, they won’t be listening to you.

Listening is the foundational social media activity.  In fact, listening undergirds everything else your company does in the social space – and should influence a lot of what you’re doing outside of it.

The Sci Fi Channel is learning this the hard way.  After posting on the company blog that the network would be rebranding itself the “Syfy Channel,” the post received over 900 negative comments from many long-time fans outraged by the move.  Despite adding a “FAQs” note to the post that defended the decision, Sci Fi has alienated its core user base by using social media to tell rather than talk with its audience.

Fortunately, listening is the great social media equalizer.  No matter how small your budget or how highly regulated your industry, any brand can use social to get smart about their customers.  In my next post, I’ll outline the three different types of listening systems your peers are using – let’s find one that’s right for you.

MLC Members:

Learn more about our Social Media Opportunity Diagnostic

See how Southwest Airlines uses social media as an important listening post

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