Don’t just listen to the squeaky wheels on social media.

One of the greatest gifts Twitter has given brands is the ability to electronically eavesdrop on conversations about their products.

“@XXX airlines sucks!  Waited for three hours on tarmac!”

“Just waited for 1.5 hours for my pizza from @XXXX.”

“XXXXX Actor is out of today’s matinee of @YYYYY.  #disappointed”

The smart brands have seized the twitter-portunity to reach out, respond to these disgruntled patrons, and reversed what could have been negative word of mouth.

Or in other words, “The squeaky tweet gets the seed.”

But the really smart folks aren’t only focusing on the negative comments on Twitter and Facebook.  The best marketers that troll tools like Hootsuite, are not only looking for any customers with complaints, but they are also looking for the people that are electronically raising their hands and saying, “I love this NAME OF PRODUCT!”

Think about it . . . if a person feels so inclined to electronically announce that they “like” a product or service, that’s a pretty important customer, don’t you think?

And it’s just polite for you to say, “Thank you!”  Or “Glad you enjoyed it!” or . . . “COME AGAIN!”

Or grab their info, put it on a list, and save it for a rainy day when you want some ambassadors doing your bidding, because odds are these folks will.

It is always important to focus on customers who publicly air a product or a show’s dirty laundry . . . but don’t forget about the people that love what you’ve produced.  If you’re lucky, there are a lot more of them.  And if you’re smart, you can use them to your advantage to drown out the others.


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Ken created one of the first Broadway podcasts, recording over 250 episodes over 7 years. It features interviews with A-listers in the theater about how they “made it”, including 2 Pulitzer Prize Winners, 7 Academy Award Winners and 76 Tony Award winners. Notable guests include Pasek & Paul, Kenny Leon, Lynn Ahrens and more.