Did you hear the song that started to become a hit last year and turned into a monster hit in 2008? That song is played at every conference, Web 2.0 summit and social media meeting of the minds. Nobody knows the exact title but it goes like “Businesses have to stop talking and start doing”. I’m sure you’ve heard that song many, many times.
Most businesses interested in Social Media and Conversational Marketing remind me of people ordering fitness equipment through infomercials: They know they need to do something about their fitness and health. And they order stuff to start talking about really doing it. Yes, they open up the package, are so confused by the instructions that they stop doing anything. Just to continue watching infomercial, still talking about doing something.
People are opening up to the public more and more each and every day. They describe in detail their desires, needs, fears, anxieties, hopes, etc., etc. Opportunity is growing each and every day for businesses to help these people, build more useful products that tap into these feelings. Have you bothered listening? People tell businesses what they want. Sometimes very clearly. Sometimes not that overt. But they are always telling you what they are feeling.
Business that listen will survive and prosper in this new marketing reality. They won’t see themselves as the hero anymore. Instead, they see people as the heroes and will do everything to expand their superpowers by giving them what they want.
It’ s not enough to think about doing anymore. It’s time to listen and start doing.