Remember how in 24 things would often get kick started by “chatter”? Yeah, chatter – mutterings on the Internet that something is afoot. In espionage drama (and heck, probably real life spying too) the ‘net is monitored for tidbits of this and that which might fall into a sort of a pattern that tells you there’s a problem.
I’m getting worried about social media listening strategies. Not in a paranoid, surveillance society way. I’m worried about social media listening strategies because corporations reward me every time I moan; whinges are the new currency, and companies are incentivising me to be grumpy.
Discounting spammers who @ me on twitter every time I mention Apple, iPad, or x-factor I’ve had three moments where I’ve had a corporate interaction as a result of social media listening and each one has come off the back of a moan.
- When I moaned that Coffee Lounge’s wifi was unreliable and their coffee pretty poor, Urban Coffee Co tweeted me, luring me over with a free croissant.
- When I tweeted a whinge that a Virgin Wines / uSwitch freebie case of wine I’d received was pretty poor, Naked Wines contacted me with an offer on a case of much better wine that was pretty hard to refuse.
- When I fired off a 140 character rant about a shitty coffee in Pret, they @ replied me back asking for an address. On Friday I got a £5 gift card and a handwritten note of apology.