Of course, it is a no-brainer – you need to keep track of your brand’s reputation in social networks. Who talks about you? What is being said?
More importantly, you should be looking at extending your customer service to these new channels – interacting with prospective and current clients. Be where your customers are. Listen. Respond. Become part of the conversation in shared areas of interest.
This takes time. It requires an investment into new communication strategies and policies. Training of key team members to represent your brand online. One way of starting out, is to use an online community manager, but then ONLY as a temporary ‘kick-start’ of your social media tactic.
AD Break: This is the type of strategic intervention and extention of brand exposure that I love to do freelance, to enhance a company’s marketing strategy. Let me know if you would like to be more active or more prominent in Twitter and Facebook – as a start. I will work with you.
Do not underestimate the value of managing your online reputation. Like I once heard: If you do not inform the conversation, it will continue without you; about you…any way.