Word of Mouth: Engage in Conversation

You know what you want others to be saying about your brand, and if you’re listening, you may even know what they’re actually saying, so how do you get the two to meet?

It’s one thing if people simply aren’t talking about your brand – good or bad – but what if they’re saying bad things? I posted about listening to your customers online, now let’s consider engaging in conversation.

In the book Groundswell, published by Forrester Research, authors Charlene Li and Josh Bernoff open by using an example of GM’s reputation management efforts. “The stock was in free fall. Customers weren’t warming to the new product lines, and neither were the auto critics.” Bob Lutz, GM’s vice chairman of product development  – a great and articulate communicator – wasn’t getting his message across. Then, lead by Bob Lutz, GM took hold of the technology at hand and started engaging.

In early 2005, Lutz started a blog called FastLane to be able to connect with those consumers who were still willing to listen. His first post saw 121 comments by readers. Both critics and enthusiasts apparently wanted to hear what GM had to say.

“GM no longer needs to be concerned that auto industry trade magazines and expensive TV commercials are the only way to communicate with customers, dealers, employees, and investors – it has a direct channel.”wrote Li and Bernoff, “GM can now react quickly to news items, criticisms, and even recalls without seeming petty.”

Not only that, but FastLane provides a way to generate ideas through the consumers’ comments and opinions.

Check out the Groundswell for much more elaborate details about these social technologies. Or better yet, dive right in and start your own blog. If you have the power, enable ratings and reviews on your site, and connect via social networks. Engaging with your consumers in a real, honest and genuine way will open a two-way street of communication that can take your brand a long, long way.