Leveraging Consumer Insights

When companies use social media to interact with consumers, they need to do four things:

1. Present messages that provide the consumers with value-added content to THEM.
2. Read the responses that consumers post.
3. Understand the responses that consumers post.
4. Address the legitimate issues that consumers post.

As Cynthia Clark reports for 1to1 Media: “Cognizant of the necessity of listening, savvy organizations are establishing robust voice-of-the-customer initiatives that allow them to be privy to what their customers are saying. But Adele Sage, customer experience analyst at Forrester Research, warns that listening is only part of the exercise. ‘What makes a program really effective is not just listening. It’s relatively easy to collect feedback; doing something about it is more difficult,’ she says.”

Click the photo to read more from Clark.