The Bankwatch

Tracking the consumer evolution of financial services

Particpating in online blog conversations is not useful #@!%

During a disucssion on brand monitoring and loyalty, the matter of not just listening and watching online conversations about your brand, but participating in the conversation came up.

Answer from a respectable Bank was that this would not be helpful, and in fact might actually hurt. General murmurs and nodding heads throughout confirmed this is the right approach.

hmmmm … what will it take to get Banks to participate???
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Written by Colin Henderson

June 25, 2007 at 15:19

4 Responses

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  1. As you know Colin, that’s not our experience. Bloggers really appreciate when you’re “in the room”, listening and responding. I can’t think of an example where we’ve entered a conversation (through entering comments on anothers’ blog) without a positive result. That’s not to say we should enter every conversation…only do so when you know you can add value and make a difference to that customer.

    Ed Terpening

    June 26, 2007 at 06:48

  2. Here’s the next thing firms are going to have worry about; Ticking customers off with faster blog responses than the responses they get thru formal email support channels. My take would be; if you can have somebody trolling the blogosphere for mentions of your firm, then you can put a few more people in customer service to reduce the 72 hour lag in email response.

    Ron Shevlin

    June 26, 2007 at 07:04

  3. I am with Ed … but Ron’s point is a real issue too. In my experience the rigour, and multi level approvals that Banks often use for emails really slows them down, and creates a very unscaleable model.
    Interestingly, if you maintain bureaucracy on email, then you would need that same bureaucracy on blog responses. Of course that won’t work. Better to eliminate the bureaucracy.

    Colin

    June 26, 2007 at 08:39

  4. I agree with you all. Blogs shouldn’t be considered stricly as PR, Mktg, CS or “sales”. It should be a heatlhy dose of all the above and a touch of something more.

    Naturally everyone only wants positive blog comments on their site, but chasing the the bad one will only push them on other blogs, forums or YouTube (!). Blogs don’t replace CS, PR, etc. If it’s well done it complement existing activites and engage your base to create a more complete experience.
    Bad (blog) comments will always exist, it’s better to adknowledge, learn from them than burry our heads in the sand. Everyone knows it but few take actions.

    Martin Hudon

    June 26, 2007 at 14:21


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