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Figure 7-2: PlanetFeedback: The voice of one, the power of many A consolidated site for customer complaints and questions
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The executives I spoke with today resolved all issues and have convinced me to remain as a loyal customer of DirecTV While I m still not enthusiastic about the conversion from TiVo to the new R-15, I do believe I am a customer of the best digital television service available, 10 years and counting I ll keep this post up for at least the next few days, just for those that have seen my other postings up recently, and want to know the results Boom Problem solved and potential viral issue diffused It also improves the reputation of the company when other complainants see the company s responsiveness to them Additionally, the former complainant often becomes an evangelist for the company Look at the note above: While I m still not enthusiastic about the conversion I do believe I am a customer of the best digital television service available This from a guy who went as far as to register IHateDirecTV so that he could attack them
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There are several ways to monitor blog traffic One of the most recognizable is Technorati (wwwtechnoraticom), a site that does nothing more than monitor the 112 million blogs not only for their web traffic statistics but for their content There are widgets and search tools that can provide you with what you need to see what the blogosphere is saying about you The scope is so large that there are often significant gaps in the blog updating that Technorati (theoretically) automatically does, so be aware of the lag time Google also has Google Blog Search, designed exclusively to find blog information Set up a Google Alert for the web and blogs, and each day you can have the information you seek sent to you The downside is that because these are search tools, you have to know the search terms you want to use and to be pretty precise about it first, to make sure you don t get a ton of extra detritus with the true nuggets of value, and second, to make sure you cover the things you need to cover, which may not be apparent in a searchable phrase A lot of companies get around all of this by using their public relations firm to monitor blogs for them I would make sure that my PR firm, as a hiring criterion, was fully conversant in social media They will not only be the branding agency for you but will be taking an important role finding those whose who may be great prospects as
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customers but are still least likely to pay attention to you, and getting them to engage with you
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When you think blog (which if you say it out loud sounds really strange) you are not likely thinking business blog It is most likely someone s personal blog, a technology blog like TechCrunch (www techcrunchcom), or an entertainment blog or news blog with a political bias like The Huffington Post (wwwhuffingtonpostcom) or a purely political blog like The Daily Kos (wwwdailykoscom) But rarely do you posit a business blog in your thinking The reason for that is that businesses are still somewhat wary about blogs There are clearly defined success stories, but there are also easily available stories of embarrassing failures Hopefully, we ll be able to give you some strategic direction on what to do to engage customers, at minimum prevent failure, and optimally be so successful that your results will be measurable But remember that despite mainstream acceptance of blogging, we are still at the early stage for business blogs, and the rules, frameworks, constraints, and best practices are not fully realized yet That (and myopia) is one of the reasons only 12 percent of the Fortune 500 have blogs in 2009, though those that do are often enthusiastically involved with hundreds and even thousands of blogs that are either customer-facing or internal Those at the enthusiastic level include Dell, the aforementioned Kodak, IBM, Intel, and SAP In fact, IBM purportedly has 3,600 internal blogs and 5,000 customer-facing blogs I say purported because even though I ve seen corroboration of this number several places, it s too staggering to get my arms around
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