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Related:

1. Do we have to respond to EVERY brand mention?

No. If the mention contains misinformation or an error, then yes. If it is slanderous or positive from a source that always maintains that angle, it is up to you.

2. How much time does it take each day to do this?

That depends on the volume of posts. for Apple I would imagine a lot. For a small B2B manufacturing firm….you get my point.

3. What’s the best way to handle negative comments? Ignore or engage?

Is it from someone who normally is negative. That makes it easy to ignore. Is it a customer with a single gripe or issue that can be resolved, then you must respond.

4. How does one person manage all of that information?

They don’t – it is a team effort.

5. How do we keep track of what happens after someone responds?

Using the same tools you used to catch the initial comment, then internal systems to ensure resolution of the issue.

6. Who should respond to brand mentions? What should they say?

Whomever you determine is capable. Corp. Comms, Brand Managrs, etc.

7. How will we know if all of this is making a lick of difference?

Watch for an increase in positive brand sentiment, less customer service complaints, etc.

In the book "The Orange Code" (about ING Direct) there is a part where they discuss how the CEO fairly often takes calls in the call centre in order to stay connected to what customers are saying. In one case he eventually told a woman that ING was not the bank for her, she should be using a traditional bank.

In other words, not everything that is said is representative of your customers, not everything that is said needs your attention. Responding to some of the things that are said simply wastes time and turns your attention away from where it should be. But how do you distinguish?

My guess is that to a large extent it has to do with how close you are to your customer base. One of the mantras I like to chant is, "Be a customer first, an employee second."

In the book “The Orange Code” (about ING Direct) there is a part where they discuss how the CEO fairly often takes calls in the call centre in order to stay connected to what customers are saying. In one case he eventually told a woman that ING was not the bank for her, she should be using a traditional bank.

In other words, not everything that is said is representative of your customers, not everything that is said needs your attention. Responding to some of the things that are said simply wastes time and turns your attention away from where it should be. But how do you distinguish?

My guess is that to a large extent it has to do with how close you are to your customer base. One of the mantras I like to chant is, “Be a customer first, an employee second.”

I think a key question is \"how do you scale the program?\" especially given the current economic climate that isn\’t going to allow for ever expanding budgets for monitoring tools, community managers, etc.