Friday, November 27, 2009

You May Monitor For Crises, But Do You Monitor For Opportunity?

There’s an old fable about a shoe company that sends two executives to a remote region of the world to study the prospects for expansion.

The first reports back in utter dismay, ‘It’s a bust. We will get absolutely creamed if we go here – no one wears shoes.‘
The second reports back in utter triumph, ‘They have no shoes! Tremendous opportunity here – we can totally win!‘

Every day on the social web you have opportunities.

There are connections that can be made. There are evangelists waiting to be spurred into action. There are customers waiting to be won over. Whenever someone is openly talking about your brand, that is a chance to join in the conversation.

Much of the discussion surrounding social media monitoring is focused on the crises. On ensuring there are no houses on fire. And yes, that’s important; dreadfully so.

However, disaster is easy to find. Disaster comes crashing through the front plate glass window with sirens blaring.

Averting disaster is a cost savings. But recognizing and acting on an opportunity, that’s value creation.

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