There is no such thing as worthless conversation, provided you know what to listen for.
Speak (tweet, blog, message, etc.) and then listen.
Customers have a lot to say. Sometimes it will be positive and other times, not so much.
When you are creating your social strategy you must focus not only on getting your message out, but how will you respond when the conversation starts. In the real world we call that listening. That is being social. Creating a Tweet and not expecting a response is meaningless, or better yet a waste of time. If you are being social, you would expect a response so you can keep the conversation going.
“There is no such thing as a worthless conversation, provided you know what to listen for.”
-James Nathan Miller
You must listen to what is being said, interpret tone, consider not only those that have responded, but those that are listening. Social conversations are not private – they are not meant to be. It is your goal to keep the conversation going, solicit comments and use this information to make informed decisions about your audience – and respond accordingly.
Facebook provides the Open Graph, which provides additional information about the audience in the conversation. It provides access (through ‘Likes’) to people who have ‘Liked’ information on your website. They can then provide a comment about a product that they like (they start the conversation). Are you listening? Do you know that they commented on YOUR product? You should, because they are talking to you and every one of their friends on Facebook. And if one of their friends comments on it then all their friends see it and now they can comment…and so goes the conversation.
The more comments on your product the more eyeballs see it on Facebook. The more eyeballs that see your product on Facebook the more you sell.
So keep listening, to keep the conversation going.