The Value of Closing Your Mouth and Opening Your Ears

20Feb09

By Beth J. Bates, New Media Special Correspondent

I have a habit that I can’t break. When I’m in a restaurant, I can’t help but listen to other people’s conversations. For some reason, I have a hard time filtering out crowd noise. So instead of fighting it, I have started to listen. And while this might not be the most appropriate behavior, I learn a lot.

When I talk to clients about their approach to social media, the first thing we discuss is the importance of listening. There are about 6.5 billion people in the world and I bet that at least one of them is talking about your company. Train yourself to listen to what others are saying about you, then learn to use that information to better your firm.

Why should you care what people are saying about you? You’d want to know if you have broccoli in your teeth, right? But if you don’t listen to your lunch mate, you might walk around all afternoon with a tuft of green in your teeth. Listening is one of the best ways to improve your brand. It will tell you when you are doing well. And more important, it can alert you when you have starting to have problems.

You can use search engines and alert tools (such as Google Alerts) to monitor the online conversations people are having about your firm. Here are some of the specific ways listening — and responding — can benefit your company:

• Other people are listening. These people could be reporters, customers, prospects and investors. You want to hear what they are hearing.
• Mutual respect. As an executive, you want your customers to know that you’re listening. This cultivates mutual respect and opens up a dialogue.
• Damage control. Unchecked negative chatter can be devastating. If there is a problem that you are unaware of, listening will help uncover the issue and ultimately control the crisis.
• Insight. Social interaction offers more real information and insight than focus groups.

By taking the time to listen before speaking, you have a deeper understanding of how you are perceived by your customers and peers. And that can be money in the bank.

Beth J. Bates is a freelance social media strategist. Beth consults with Hinge on social media tool selection and strategy and helps its clients find effective ways to leverage these new mediums to meet business goals.

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