The evidence for companies to establish a social media monitoring program keeps building up. The most recent is the latest study from England’s Institute of Customer Service, which shows that dissatisfied customers are turning to social networks to complain about companies – before complaining to the companies themselves.

Think about that for a moment. Customers aren’t even giving companies a chance to fix poor service before telling their Facebook friends, Twitter followers and blog readers about how their expectations weren’t met. The study even says that only a small minority of dissatisfied customers bother going to the offending organization at all.

Without a social media monitoring program in place, how is a company to know this situation even exists? Odds are, they won’t. And that presents a serious problem.

The study did have a bright side, though: Individuals who are vocal about their criticisms are also likely to share positive experiences. That means companies who are keeping an eye on their online presence have the opportunity to turn complainers into happy customers – right in front of their networks’ eyes.

Check out PR Cog’s response to his experience with the lack of one company’s social media monitoring, over on Sarah Evans’ blog.

So, what are you waiting for? If you have questions about monitoring programs, where to start, online tools, etc. – ask away in the comments!

I would like to thank Stephen Baker at BusinessWeek for his article “Beware Social Media Snake Oil” and for saying what a lot of us in the profession have been thinking for some time. I am a big social media fan, but it sure sounds like all the “experts” are saying the same things: “Be transparent, engage with your customers, break down silos.”

Providing good counsel requires in-depth understanding of each individual client. One size does not fit all.

With the unemployment rate at 10.2% – the highest it’s been in more than 25 years – companies are undoubtedly getting tons of résumés every time they post a new position. At Costa DeVault, for example, even when we aren’t looking to hire, we’re constantly receiving résumés and portfolios from new grads to 20-year veterans – all looking for work.

I, like the rest of you, have seen several friends “let go” from their employers. And I’m starting to notice a trend. As their job search transpires, many have gone to interviews, thought it went well and … nothing. No phone call. No e-mail. Not even a generic letter.

Obviously, it’s not expected for companies to reply to every résumé. However, if someone takes the time to come in for an interview, and a rapport has been built, at least give them the decency of replying to a follow up e-mail or phone call. How hard is it to shoot out an e-mail with: “Thank you for your interest in XYZ position. At this time, we have decided …”

Remember: applicants are still potential referral sources or clients, and we should treat them as such. At the very least, because in today’s era of social media, anyone can blast a company in a matter of minutes to their entire network of friends and family … who may or may not be the ones deciding to hire YOU.

Fortune magazine recently interviewed Avon CEO Andrea Jung in an article about how companies are changing their marketing to reflect the times. Jung pointed to research that found only 13 percent of people who are tightening their budgets will go back to their old spending patterns once the recession ends. Avon has taken this opportunity to tell customers that Avon is a good value – using language such as “Shop smart: Shop Avon” and “Beauty on a Budget.”

Other companies, like Proctor & Gamble, have tweaked their product lines. They’ve recently rolled out Tide Basic, which The Wall Street Journal reported as lacking some of the cleaning capabilities of the original Tide – but costs 20 percent less. And almost a year ago, SunTrust changed its tagline to “Live Solid. Bank Solid.” Banks are also reviving “Christmas Club Accounts” to encourage people to save.

Just watch advertisements during a one-hour prime time show and you’ll find dozens of examples of companies catering to the frugal consumer. What this means is that the public doesn’t mind buying products or services – they’re just doing so with a value-centric attitude. And this affects the way companies communicate.

This subject of tailoring marketing messages to the economy will be addressed at the Orlando Area Chapter of the Florida Public Relations Association’s Professional Development Workshop on Thursday, October 29 at Rollins College. Guest speakers from Tupperware, SunTrust, Firehouse Subs and more will share insight about their communication strategy in tough economic times. It’s a timely topic worth checking out. For more information about the event, visit www.fpra-orlando.org.

In social media circles, there’s been a lot of talk recently about online influencers — finding and cultivating this relatively new genre of people in hopes of getting them to mention your business or write something favorable about your product.

Here’s my question: Isn’t this what PR professionals have always done, now it just has a catchy Web 2.0 name?

Pre-social media, the influencers included the New York Times, Wall Street Journal and well-read columnists at local papers throughout the country. Beyond traditional media outlets, opinion leaders like leading entrepreneurs, prominent business owners and philanthropists have always been integral to the process. As PR people, we’ve always kept them on our radar screen … searching for common bonds to help us develop, strenghten and maintain strong relationships.

When you get down to it, doesn’t that sound very similar to what we’ve now dubbed “cultivating influencers?”

I have to wonder if part of this new obsession stems from the fact that many social media consultants have backgrounds outside traditional public relations. (And, that’s a good thing — social media is about so much more than just good PR.) But, social media is also about strengthening communication. It’s a game changer, so let’s not get hung up on semantics. Instead, let’s focus on the value these new influencers bring to the table and how they can help level the playing field for small- to medium-size businesses. To kick things off, let’s look at a question from this week’s #journchat:

My initial response:

What’s your take? What “offline” influencers are still important? And who are the new influencers? Share your thoughts in the comments section.

Being in the Online Brand Development business, we read everything we can get our hands on about changes in the industry – and we regularly discuss everything from best practices for web design … to the incorporation of social media tools … to writing for search engine optimization. The interactive side of our agency has created a real opportunity for collaboration throughout the office – bringing the writers, account executives, designers, programmers (quite literally everyone) together to do it right. It makes for a more exciting process and provides a platform for intensely creative solutions to marketing challenges.

But real success in this ever-evolving medium can’t occur with “new tools” alone. True, you have to be ahead of the curve – but if you only look forward, you may fail to benefit from very valuable “lessons learned.” Yes, the new tools need a few old rules. The first, and most fundamental: The principles of good customer service that have been at play since the first sale was made remain at the heart of everything businesses should be doing to market themselves – online or anywhere else.

Some very successful companies know this all too well. The corporate culture behind Zappos.com and their commitment to good customer service has been widely reported and has catapulted the company from $1.6 million in revenue in 2000, $8.6 million in 2001. Last Wednesday, the company sold to Amazon.com for $850 million. In a recent BusinessWeek article titled “The Web Knows What You Want,” the writer explores how analytics companies are dissecting behavioral data to create technology that will predict what online shoppers want. The article likened this new technology to an in-store salesperson observing a customer’s body language and tone of voice so that they can better anticipate purchasing recommendations. (Interesting … new tools replicating “old rules.”) That analogy drove the very simple point home.

As the “what’s new” continues to evolve, we must remain focused on what really matters. And it begins with one of the oldest marketing tenets around: Know your customer.

More on how Costa DeVault’s take on “new tools and old rules” at the Orlando IABC meeting in November. Stay tuned to the IABC web site for more details.

Photo credit: striatic

In 2004, my husband and I went to see Pearl Jam during the Vote for Change tour. We arrived early enough to check out the opener, Death Cab for Cutie, and I admit I wasn’t impressed. Fast forward to the present – and they’re one of my favorite bands. I’m now jamming to the same songs I used to turn up my nose to. As I get older, I’ve learned that a lot of what we like depends greatly on timing, outside forces, and how we have changed. How does this relate to the way you do business?

• Timing – Just like in life, what may not have worked for you or your business five years ago, may work well now. It’s important to take a look at options and strategies you may have dismissed in the past.

• Outside Forces – The current economic climate presents many challenges, while it also offers just as many opportunities. Use this time to assess your work — and consider an “upgrade.” Find new ways to solve your clients’ problems. Develop new business relationships. Teach colleagues your strengths — and learn theirs.
• How We’ve Changed — The recent social media revolution has positioned everyone, including companies big and small, on a more equal playing field. For public relations and marketing professionals, never have we had the ability to garner so much exposure. There is almost an exponential amount of potential — even on a shoestring budget. Social media isn’t for every person or business, but it’s worth considering.

Once a little time goes by, things can look very different. Maybe it’s time to reevaluate both your iPod® and your business.

Photo credit: low profile