For my last post, we had a great conversation in the eMarketing Association group on LinkedIn, and Jaime V. pointed out something overlooked often by marketers. The Human Element. It is somewhat contrary to my last post on metrics and measurement, and what you can’t measure is the sentiment of a post.
Nomad Marketer just wrote a post on 6 tips on Twitter that talked about some of this. Specifically, point 4, 5, and 6 deal with this type of sentiment [4. Look for user experiences, 5. Learn why negative words are coming up, 6. Learn about conversation dominators]. By monitoring social media closely, you can identify hidden disatisfiers and really understand what your customers’ hot buttons are.
If you read my post on what your brand stands for, by leveraging these tips and getting out there and listening, you just may discover the human element and find out what your brand is really all about. It could be a long customer service hold time, a bad meal at an event, a venue with the A/C turned up way to high, or a great cup of coffee…and if your lucky, a great product!