In this new era of networked customers, smart marketers also pay attention to consumer expressions -- anything from a comment to a "like" to a forward of your content.
Here are three ways to make the most of expressions:
1. 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.
2. 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.
3. 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."
Here are three ways to make the most of expressions:
1. 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.
2. 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.
3. 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."