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Tag Archives: Talking

The Wisdom of Engagement

Foursquare and Yelp Logos

Two "Big Hitters" for Retail

I just came across a couple of quotes that rather succinctly state the issue anyone using Social Media for marketing needs to keep in mind with respect to engagement with their customers. I think it comes from some of the activity surrounding a virtual Enterprise 2.0 Conference event. I picked them up in my tweet stream. I wasn’t able to attend, but found them because I have a continuing search on the hashtag #e2conf, which keeps me in the loop.

These two quotes appear to be traceable to Sameer Patel, a man I admire for his business savvy and knowledge of social media engagement. I have been using the tag line “People are talking. Are you listening?” His quotes are a bit longer than my tag line, but I think they state the issue rather well:

Part of the problem is trying to “control the message”. The conversation will happen with or without you.

This is one of the things that I’m trying to get across to some of the small businesses (I’m beginning with restaurants) I’ve been working with. The other line is even more important:

Your brand perception is now in the hands of strangers. Isn’t it time you got to know them?

This is so important for small retail establishments to understand. With the advent of services like Foursquare and Yelp, the conversations about their businesses are already taking place. They need to, at the very least, claim their venues in each of these and get involved in the conversation. If a customer has a bad experience, don’t you want to know about it? Don’t you want to have the opportunity to make it right . . . publicly?

It’s true and it’s only going to get “worse”. People ARE talking. Shouldn’t you at least be listening? Better yet, why not engage with them. I’m convinced the process will strengthen your relationships with your customers and do wonders to make you more accessible and easy to do business with.

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The Ubiquity of Communication

Don't bother me.
The guy has it tough, yeah?

The other night I was sitting in the family room and our (formerly) male cat, Zack, was sitting on my lap enjoying me showering affection on him. As I’m petting him I’m talking and, mostly, using his name and telling him how much I love him and what a good cat he is . . . and he is, perhaps, one of the best cats I’ve encountered in my life. He is one of those cats that craves human company and follows us around the house seeking it. He’s really a great cat.

I was just relaxing, no doubt getting as much out of giving affection as Zack was out of receiving it, and I found myself thinking about how I communicate with him. He clearly knows his name, or does he? He responds when I call him, frequently by loping over from wherever he might be to receive a quick pet or a scritch. However, he’ll do that pretty much regardless of whether I’m saying his name or using some other term of endearment – and there are many, including just cooing at him in stupid, abject drooly-talk.

He seems to recognize all of them, so is he responding to his name, one of his many nicknames, some blathering expression of unbridled affection, or just the sound of my voice, which he no doubt also associates with food? Actually, given that I’m not really engaging him in meaningful conversation, does it really matter? He seems to always get the message. Maybe it’s just that he’s a slut for affection. I know all about that :).


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