Give a "Hoot" - The Power of the On-line Conversation

Should You Always Participate in Conversations About You?

Recently I was perusing my LinkedIn Groups for interesting conversations – I cheat, I automatically click on “most comments” letting other’s level of interest influence which ones I’ll actually read.

I came across one that asked a simple question about which Social Media Aggregator(s) might be the best.  The first comment back to this individual was one sentence, "Personally I like Hootsuite as it encompasses several of the big social sites.” No analysis, no extensive list of features and benefits, no concrete evidence – just a personal opinion.

That set the tone.  

Many comments followed, 91 to be exact, with additional information on other aggregators but a resounding, overall love-fest for the free professional Twitter client from Invoke Media Inc. of Vancouver, British Columbia. 

One could argue that a bunch of people praising a product they all already use is the equivalent of self-pollination.  Interspersed amongst the disciples were the real gems. Those who stated that clearly they needed to try the solution and better yet, those who were going to SWITCH – yes, switch from a competing offering.  Now, in the land of social media tools switching costs are low so it’s not quite the same as someone deciding to trade-in their Lexus for a Beamer.  However, this is real the power of online conversations – the influence our colleagues and friends have over our selection process is astounding.  

My question is does Hootsuite know this was happening?  Given their core competency in social media, you’d think so.  I looked closely at the participants and outside of the occasional competitor plugging a similar or new solution the bulk were key influencers or decision-makers in the marketing/social media arena.  I didn’t see Hootsuite anywhere in the mix – a missed opportunity?  Maybe. - Or, purposeful?  Does it make sense to become involved or leave it to your flock to spread the word?  Should companies be involved – if possible – in any or all conversations taking place?  

I can see the benefit of not attending such a conversation. If your constituents are proselytizing for you, your absence can give the overall experience a more ethical feel. Clearly you are not trying to manipulate or change the course of the dialogue.  However, if you are missing do you look stupid or re-miss?  Is it that you don’t even know it is going on?  Should you at least be gracious and thankful – letting your followers know you are grateful for their exuberance?  

Opinions and ideas – even if they differ from mine – are always welcome.

Jacqueline ‘Jack’ Perez is Founder and Market Builder for Summit Strategy Partners, LLC, a Chapel Hill-based boutique strategic marketing and communications firm.  Jack helps companies align their marketing strategy to corporate objectives and uncover their Disruptive ConversationTM.  She publishes a weekly blog -  MarketingSmack .


 

Community Contributors - Marketing and Communications by Jack Perez