It is important to pay attention to consumer expressions in this new era of networked customers. Here are a few tips to make the most of expressions:
- Embrace them. Consumers can generate more messages than you ever could. Don’t fight the flow. Instead, feed it with content consumers will want to pass on.
- Facilitate, don’t control. Participate in the conversations consumers have about your products but don’t try to direct them. It’s fruitless and often stifling.
- Set the record straight only when necessary. Not every consumer expression is positive. Chime in when you must but also allow your fans to speak on your behalf.