They said what?

Ever wondered what people are saying about you behind your back?

In B2B, the issue often crops when people start trying to explain poor sales, or when a major client decides to walk away.

Soul searching and fingerpointing can only get you so far. Eventually someone will decide to spend more time and energy listening to what clients (and prospects) are saying and thinking.

Lucius Rossi – Eavesdropping

Of course these days, you don’t necessarily need a doctorate in social research, or the budget to commission a brand awareness survey. You can directly listen to who is talking about you on social media.

The issue isn’t so much finding out what people think, but filtering out the meaningless chatter from the pain points. Facebook, Twitter, and LinkedIn are all likely to be useful places to listen. And just like a spoken conversation, you can’t chip in an observation, or defend yourself, if you’re not a part of the conversation. So why not join in?

There are plenty of companies out there successfully using social media to generate talk about their products, and they all have one thing in common – interesting stuff.

No one wants to hang out with a bore, so show off a little, and don’t out stay your welcome. If you find something that would interest your clients/prospects, share it. Even when it is not directly about your products.

Rekorderlig cider took an interesting tack recently, launching a new orange and ginger cider product extension  in November. Following the launch, they encouraged fans to flood their Facebook page with pictures of orange and ginger related items, building a competition into the activities. These types of complentary activities go beyond pure demand generation, and are all about establishing and building relationships.

Just like a normal spoken conversation, you don’t just rudely barge into a conversation happening between strangers.

Ease in. Make friends. Build an audience of followers. Then gossip about your stuff as much as you can get away with. That means talking with people, not shouting product pitches at them.

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