In class number three we mainly discussed the first pre-engagement principle, listening. We learned that first, you must listen to and understand your audience before engaging them through social media. You must also develop communication strategies based on what you know about your audience. Our book “Groundswell” states “… making guesses about your customers might work, but you might also build a whole social networking strategy only to find that your customers are more likely to write reviews than join social networks” (p. 67).
We also reviewed the Motrin and Domino’s cases in class, which I found interesting. In my opinion, the Domino’s case was the most fascinating. I believe that their case was a bigger crisis than the Motrin case simply because the employees, who created the video hoax, claimed to serve the tainted food to customers, putting them in harms way and in immediate danger. In Motrin’s case, yes they made a mistake, but they were the unfortunate victim of the most over reacting segmented group of the blogger-sphere, the soccer moms. In both cases, they companies handled the situations very professionally and apologetically. I liked the very personalized letter Motrin released. I also liked how Dominos targeted YouTube in their situation, responding to, and using the exact same social media outlet that caused the issue in the first place. YouTube was also the main outlet in which people were most talking about the crisis. The only criticism I have is that in my opinion, it took Dominos way to long to respond. The following link is an excellent story from the Huffington Post about crisis management using social media. http://www.huffingtonpost.com/amy-neumann/5-steps-for-crisis-manage_b_1791673.html
In conclusion, we learned that consequences for not listening include missed opportunities, and wasted efforts. Finally, common ways to listen include both monitoring, and surveys.