Why your brand needs to be part of the online conversation

The secret is out – people are talking about your brand online without you!

Hardly a revelation to most marketers. But it is the extent to which this happens and the ease with which people want to converse about brands online that is the real revelation.

I am regularly talking to clients about online customer communities and in my rush to meet with them often the last thing I include in presentations are examples of brand conversations that are occurring without their involvement.

Typically, at the last minute, I google the brand for blog material – grab one positive example and one negative. It is hardly a vote of confidence in my time management but I have not been let down yet by this habit! There is never any shortage of material. And usually it features responses to brand commentaries and the ratings of these responses.

After regaining their composure, the response of our clients is typically to broaden their objectives for an online conversation. At the very least they are motivated to have a seat at the table – “what you don’t know can hurt you”.

This is particularly relevant to managing risk, where early reaction to a corporate initiative is not as anticipated. Better to wear the damage in an online Panel of thousands than a national rollout to millions.

I challenge you to google your brand now or better still – set up a google alert – you might just be moved to join the conversation!