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How to Take My Money

Hi, my name is Jennifer, I’m a consumer and I have a serious case of “the wants”.  I want to find things easier, get them faster and I want the entire process to be painless if not effortless altogether.  And I want the companies I buy from to care about that process and, most importantly, about me.

I think most of us do.  As our lives become more socially accessible it increases the number of touch points between the business and the consumer, and we are all aware of it.  So what’s the best way for a business to give me the warm fuzzies that make me forget my budget and add to my cart (literal or virtual)?  Listen to me.

Listen to me and THEN engage with me.

As with any type of interaction, or engagement, we’ve all felt that awkward moment of speaking before thinking it through.  So before acting/engaging I think it’s best to start with a quick game of “Who-dun-it?”

  • Who is speaking?
  • What are they saying?
  • Where is this conversation happening?
  • When did the conversation take place?
  • Why was this conversation happening?
  • How did this impact the customer/business?

HOW is really what everyone wants to know.  It’s the juiciest answer.  But the first important question is really WHY.  Smart engagement should incorporate analysis and understanding about the event and the consumer.  Knowing why consumers are speaking and what’s driving that need is a critical part of the development of engagement policies and procedures, ensuring effective interactions.  It also makes your customer feel like you understand them and that you’re invested in what they have to say.  Just like you would research a potential employer, or Facebook stalk a potential date; it’s important to know what drives that individual.

Having proactive listening also allows for process feedback loops.  Your analysis feeds your engagement which feeds back into your analysis.  It quickly establishes systems that support identifying successful, or not-so successful initiatives, and capitalizing on what works and revising, or eliminating, what doesn’t.  Establishing a social cycle allows business groups to communicate and to connect clear lines between your social activities and your bottom line.

So, in conclusion: I’m a consumer and I want to buy from a company that engages with me and makes me feel like they care about what I say.  And if you do that, you can have my money.

Tags : social media

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