Better When It's Bad, Baby.

Many of my clients, prospects, peers and friends have been staying analog to the Web 2.0 world. They fear if they blog something, say something, try something or comment something than somewhere, somehow, someone will say something bad about them, their company or their product line.

I understand that raves are nicer than rants. It's warm and fuzzy when people like you and your stuff--and stone cold when they don't. But feedback, be it expressed vocally, textually or monetarily, is an even tougher pill to swallow after you've blown your budget--and possibly, your job. Here's what I say:

• If they say something good about your company/products? That's great.
• If they say something bad? Even better, baby!

Welcome your critics and love them for their candor. I've learned a lot of lessons through disagreements and debates (debates need not be dirty, just active). Plus, if they're saying something negative online they're already saying it offline. So now they're no longer talking behind your back. That's more polite, no?

Engaging your community--and yes, your critics--should happen at the front end not the back, the beginning of the process, not the end. Sure, not every company can publicize what all they're up to. I get that. But they can engage a group that is encouraged and equipped to weigh in, be it through an exclusive community, advisory board, or all of the above...just be sure to give them the means to express their opinions anonymously so as to decrease bias.

So in this new year maybe you should hope for bad news (even just a little). If embraced and acted upon the feedback can only improve you, your products and your customer relationships--and isn't that a whole lot better? Yeah, I think so too.

P.S.: I know that a lot of you seasoned bloggers already know this advice...but sometimes I need to include posts for those that are just entering the 'sphere (as there are many more out of this space than in it).

Comments

[Ann Handley]

Great post, CK. I've heard those fears expressed, too, and I always tell them a similar story about my job as an editor. I love the raves, of course...but I especially love the whiners (!). I like it when people write and complain about something.... because it gives me an opportunity and an insight I wouldn't have otherwise had.

Blogging is similar in that regard. And what's more, bloggers often find that their audience is far less nasty than they anticipate. Unless, of course, they're a flogger.

: )

[Valeria Maltoni]

CK, you get it. The important piece is starting that conversation. It doesn't matter how it happens in some respects, what matters is that it takes place because then *it* can take you both to a new place.

And I find it interesting that all we want is someone to pay attention to us, and then when they do, we tend to shrink in the face of it. Natural, just funny.

[Lewis Green]

CK,
A rave is nice but only results in ego-enhancement and short-term sales. Complaints are better because if responded to and recognized as an opportunity to do something better, we gain new customers (at less cost than marketing) and increase the potential for long-term sales.

[David Reich]

Yes, it's good to be able to see/hear complaints and then respond to them. Just like with the "old-fashioned" form of customer relations like letters, phone calls and customer service desks, proper handling of complaints and criticisms can turn complainers into staunch supporters. Like Ann says, floggers are an exception.

Not every organization, though, is open to criticism. They'd rather bury their head in the sand and just keep stating the company line. We know it doesn't work (just look at the White House to see an example), but it really requires a major education of corporate America.

It's been a long time since I was in B-school, but there was precious little back then that talked about transparency and honesty. It was discussed some in my public relations courses, but how many business students -- even those specializing in marketing -- get more than a passing reference to P.R.? These lessons must be taught beyond just the marketing curriculum, since it's something that can impact an entire business. Future CEOs, no matter what discipline they've come up from, have to "get it" when it comes to 2-way customer relations.

Having these things discussed in forums like this is good, but it's got to reach far beyond.

[Mario Vellandi]

I just read about this point in Seth's latest book; that criticism is what people and orgs fear. And that this fear manifests at the mere mention of progressive action.

The strategy is then to foster a culture where this open discussion can take place (proactive), then individually address the critics (reactive). By doing this, we save time (money) by allowing even the mildly reserved and meek to speak up...and not just the happy inquirists and critics.

[Rosie]

These comments have been invaluable to me as is this whole site. I thank you for your comment.