Social Media is about relationships. As such monitoring the social media space is essential to find out what your customers are talking about and their perceptions of your brand, products and services.
The engagement part of this is to make sure that you address your customers questions, concerns and complains in the right manner. Failure to do so can be disastrous as everything occurs in an open and transparent manner, where bad publicity can spread across multiple social networks like wildfire, destroying brand equity and bring an onslaught of negative product sentiments.
This is especially important if you actively manage a social platform like a Facebook Page, Twitter Account, YouTube Channel, Blog etc. You want to avoid a similar fiasco that happened to Nestle and most recently HTC Singapore on Facebook.
So when you do get feedback, be it positive or negative, when should you respond and how do you do so?
The guys from the Altimeter Group (www.altimetergroup.com) have crafted an awesome decision tree / social media triage which serves as a great reference for any business.
This is taken from their Social Strategy Webinar “Getting your company ready” - http://www.web-strategist.com/blog/2010/04/14/social-strategy-33-webinar-recording-and-slides-getting-your-company-ready/