This is a paragraph of the book ‘Organisations don’t tweet… People do’, by Euan Semple which I highly recommend while I find time to write a new own post:
‘Listen first. Really listen. Listen to the good and the bad, no matter who is saying it or where they are saying it. This is the first time you have had the possibility to get this close to customers and prospects. Do your own listening. Don’t outsource it and read bland reports.
Require all the staff and managers to learn how to find and listen to conversations about your products or services online. Get them to listen to what is being said and share it with everyone else in the company who is interested. Help them to connect to the people they are listening to. Help your staff to become your best advocates.Give them the tools and the insights to become yous ambassadors online. Treat the relationships that emerge with respect. Don’t consign them to a faceless database. Try to maintain the connection despite personnel and industry changes. Do whatever you can to keep the conversation going at an appropriate level with everyone who has trusted you enough to open up a conversation with you’.