ZT for PRACTICAL PR
Sometimes Art imitates Life-
More frequently Life imitates Art, particularly in our culture. The difference is intention.
This has been especially brought home to me, because I am a photographer who has produced commercial photography and photography as an art form. Intention is everything.
Intention directs listening vs monitoring on your social media. In Social Media, the listening is done with the eyes, and you have to read between the lines, Check your ego at the door, customer/client feedback is an opportunity to improve and grow.
Organization may be so focused on the mission statement or goal of the organization that the needs of customers/clients are going unmet or unheard.
Comments are points of engagement that can be negative, neutral or positive; but, each one can have the possibility of becoming a positive point of engagement if you follow three steps:
1. Understand what the client/customer is trying to convey to your organization from their point-of-view.
2. Respond, if possible, within 24 hours of the comment.
3. Respond to both negative, neutral or positive comments, not just the negative ones. An old sales adage says’ it’s easier to keep the client that you have than look for new prospects‘. If someone actively engages your site, poke them back!
For social media: Stop, look and listen!