So much advice is being disseminated I thought it would be worthwhile to talk about lessons learned from the inside.  We were experimenting around with social media in late 2008.  To be honest, we were just tinkering with Twitter.  We noticed that people were having conversations about our brand and we wanted to get in on the action.  To keep this post brief, I'm going to focus specially on Twitter.
 
We started working with New Marketing Labs to help us narrow our focus, or should I say, start focusing. Lesson 1: learn how to listen.  Listening is hard.  When we started, we responded to just about every post on Twitter. There is a balance between the community being self sufficient and the company's desire to join the conversation.  We were trying not to be "that guy".  You know..."that guy", the one that brings a hundred business cards to an event and measures his success by the amount of cards he gave out.  I think, in the beginning, we were "that guy".  We measured success by the amount of conversations we were involved in as opposed to engagement with the community.
 
Twitter, to many companies, is public customer service and the Twitter public timeline is the diary.  A company's successes and failures are there for the world to watch in real time.  The companies that do it right, are the best listeners, not the best talkers.  My advice is spend 2/3 of your time listening and 1/3 engaging.  It's a simple metric which is derived from from how we listen in the real world.  As humans we have the ability to listen at 400 words per minute but we talk at roughly 130 words per minute.  That's a good guidepost as opposed to a rule.  However, some of the most useful advice comes from the people that are the faces behind the branded Twitter accounts.

Glenn Dobson manages our GoToMeeting Twitter account and he was kind enough to give me his thoughts on how to be an effective listener.  Most people that follow GoToMeeting on Twitter know Glenn as ^GD.  He is the man behind the tweets.  I believe he even had a marriage proposal on Twitter from a crazed fan.  You should ask him about it.  

Glenn's Top 5 Tips for Effective Social Listening:

1. Be genuine in your interactions: People can spot a fake and do not appreciate lip service, you could do more damage than not engaging at all.
   
   
2. Be responsive:  If you are going to offer a presence you need to be there when needed.
   
   
3. Know when to take it offline: Sometimes 140 characters are not enough to work through an issue, know when to offer a more traditional support channel so that you can resolve the issue sooner. Don't be afraid to lose the publicity of resolving the issue in public on Twitter.
   
   
4. Be open to feedback even if it's negative: All feedback is good and sometimes negative feedback is best for growth.
   
   
5. Don't feed the trolls: Everyone knows the Internet is full of trolls, no one can make them happy so sometimes the best response is none at all. Put your efforts into the people who want to work with you.
   

My Top 5 Tips for Effective Social Listening:

1. Use tools such as CoTweet and Radian6 (and hire a ^GD clone).
   
   
2. Separate support inquiries from general conversations about your brand.  Assign a specific group to manage the support inquiries (in our case, tech support and product queries).
   
   
3. Create a branded Twitter account.  List the real names and pictures of the people "on deck" as part of the Twitter profile.  This helps humanize the brand.  Check out GoToMeeting Twitter account for an example of how we're doing it.
   
   
4. Use the carrot symbol and initials to identity who is posting.  If I was posting from the branded account I would end my post with ^DB. 
   
   
5. Learn from the best.  Check out: Southwest Airlines and Comcast as just two of the many great examples available.
   

It's very likely that you and/or your brand are being talked about on Twitter.  Follow the advice that is relevant to your needs, and toss out the rest.

What are your tips for effective listening?

Photo Credit: abrinsky