We have already established that a conversation is occurring, without your consent or control. Nice. But what should you do?

Relinquish control. Or realise you have already lost it.

Within your company’s processes, or your day-to-day activity, change your perspective and approach to one that expects and values brand mentions, whether positive or negative. It’s what people were saying anyway… just now you can eavesdrop. This might sound tough, but its a decision to place the customer at the centre of your business which will pay off.

Listen. Without reacting.

It’s kinda like the playground. Some people are not going to be saying nice things. Even well-meaning and supportive customers are going to present you in a bad light sometimes. Get over it. Controlling the message is not what’s important. Trendstream research shows that customers perception of brands improves even when you just show you are listening. For a disappointed customer, shouting into the interwebs might bring them some consolation. But for you it represents a valuable customer signal, which you should be listening to. Because soon enough, your competitors will be. So set up a Facebook fan page, a Twitter account, and use a feedback form or an open customer support service to show customers you are listening.

Participate. Yes, like write something.

Whether it is just ‘friending’ vocal customers on Twitter, commenting on blog posts, or blogging yourself, start to take part in the conversation. In February, I will be participating in the second LikeMinds conference at which the topic will be “P2P.” Social media has enabled a world where classifications like B2C and B2B are less important. The important conversation is now P2P – “Person to Person.”

Add value. Create a meaningful contribution.

Your audience already has a set of behaviours online. There is already an ongoing conversation. Your target market searches for content, plays games, chats, researches, and watches funny videos. Instead of interrupting their activity to deliver an advert, why not try and add value: something eye-catching, funny, interesting, or informative. Why not aggregate the conversation? Why not deliver quality branded content? Why not provide tools for your audience? Why not provide a forum for customer service queries? Why not build a game or quiz to engage people? Why not create something that people will be interested in, discuss, and share. By engaging with your audience, and then exposing your brand by adding value, you embed your brand within the consciousness of your target market. At the end of the day, its about being present, and vocal.
In the next post will will outline the most valuable opportunities are for your brand within social media. One clue – its not all about marketing. Many business functions can benefit. Then we will start looking at successful examples of what others are doing.

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