Well, it is time to climb back into the saddle and start the new year of blogging. Actually looking forward to writing and hearing back. In 2010 many comments were insightful. I learned a lot.
So, what does Listening to the Crickets mean, anyway? Well, it goes back to conversations I am having with business leaders who seem to believe that monitoring online marketing channels can be done without participating in the conversation.
Business Leader: “Why don’t we just listen for awhile and get the hang of this?”
Me: “Because, based on what Channel Signal is picking up, there is no content to react to. So, we are listening to the crickets, and nothing else.
Business Leader: “What does that mean?”
Me: Remember, a long time ago, when you were sitting on the front porch with your girlfriend, and she asked you a question that you couldn’t or wouldn’t answer. She waited, and you just stared at her. And there was this awkward silence. Well, there is that same silence now from your company, online.
Business Leader: Well, they tell me that our products are doing well and consumers are writing reviews.”
Me:” Yep, that’s true. We can monitor for Customer Reviews and that’s a start, but you and your team should engage in several different channels; blogs, social media (twitter, youtube, facebook), and online traditional media. If you want to have an impact online, you must engage.
Content is the center of a Push strategy, to push content into the online channels so that consumers will read and engage your brand in those channels. Then, a company can start to monitor, engage, and measure. Can start to Pull real data. And measure.
Listening is important. But you must be interesting first, so that people want to talk with you.”
Useful content. Responses that answer consumer questions. Good replies to good comments.
Be human. Listen. Comment. Answer.
And your company will hear more than just crickets.
