In the presentation above, David Alston of Radian6 outlines the biggest worries businesses have about using social media as part of their marketing mix.
I’m sure you’ve heard most of them before – executives are worried about ROI, worried about failing, and it’s tough to measure. But the real meat of the presentation starts at slide 30: Top 10 conversations to listen for in social media. They include the complaint, the compliment, the competitor, the crowd and the influencer.
Listen to your customers (because they are talking about you) and answer the social phone by having a conversation. Your ability to know what customers are saying about you and how they’re saying it can determine your ultimate success in social media, according to Valeria Maltoni of Conversation Agent.
Her best piece of advice: “The social Web is mature enough that it’s time to get off the sidelines and start responding to customers online.”