Advertisers and marketers used to be able to control the marketing messages that were broadast to consumers via television, radio and print media. Today, because of the internet and social media, people are talking to each other all the time about products and companies they like and don’t like. Consumers are now in control of the message about your company, whether you’re aware of it or not. If a consumer doesn’t like your product, they can talk about it all day on Facebook and Twittter for all of their friends to see. And you may not even be aware they are talking about you.
Now, your brand is whatever the community says it is, not what you say it is. What can you do about it? First, you need to listen. Get on Facebook and Twitter. Search for the name of your company or product on Twitter to see what is being talked about. Search for your company on Google. Do you find conversations out there about your products?
Next you need to address the issues. If you hear someone talking about you and an issue they have with your company, address their concern. Others will see your response and feel better about your company if you try to address the concern.
Don’t try to control the message. Instead, join the conversation.
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