Source:  “Social Media excels at making things happen indirectly” by Mack

After reading the post, what struck me (shortly before my hand, which smacked against my forehead) was that the focus for some business Twitter accounts would NOT be to get followers, but to follow its customers and clients.

People like talking to the best listeners.  People also like dealing with businesses who are the best listeners.

Let’s say you have a client or customer’s Twitter account, and follow the individual.  This person is vocal on Twitter, and posts a fair bit.  One day, the client chews out one of your peers over a very small item, and she’s understandably upset.  Checking the client’s Twitter posts, you find out that the day before, he was the victim of a hit and run and the insurance company is being difficult.  This explains the lash-out, and depending on what your business does, might also provide opportunity (such as if you’re in the business of law or insurance).  Even if you choose not to act on the information, at the very least your peer knows it’s nothing she’s done and this probably isn’t normal behaviour for the client, either.

Obviously, you have to base your approach on your company’s scale.  If you have millions of customers, you’re only going to want to follow the most influential of them while other businesses might be able to follow everyone.

Like Mack says, it’s not about pushing a message down the pipe.  Caring about what your customers and clients have to say creates value for both you and them.  That’s the opportunity social media provides.

Off track or off my rocker?  Let me know – drop a comment.  You can also reach me via Twitter.  I’ve used my quasi-personal Twitter account for now.