A relationship is all about conversation; not only verbal utterances but also the way of life of the other partner, her reaction to simple issues, her interest and dislikes, body language and off course her verbal expressions. Most relationship fail because of the misplacement of this key component of conversation; everyone wants to be heard but if everyone is speaking - who is listening?
Businesses and some social media marketers often make the mistake of jumping on social media channels simply to drive revenue. I will simply say looking to social media for immediate sales generation is short sighted. For a business, the principal value of a social media channel is in strengthening the customer relationship.
Yes, publicity and buzz could be the end-point of a social media program but the first and always present constituent is to listen to your customers, understand them, and react to their changing behaviour. The customer is king so you cannot stop listening to them:
Listen to them Search
Listen to them Rate
Listen to them Recommend
Listen to them Praise
Listen to them Complain
Listen to them Review
Listen, Listen, Listen and then Respond
Just as all body of arts – listening on social media channels which is also an art require special skills and technique, when it is to be seamlessly and professionally done it sometimes involve the use of dedicated tools.
No customer wants to be misunderstood, so you have to listen to meet them at the point of their needs. The more your customers are happy the more money you are definitely going to make. Kapish :)