An example of this confusion and possibly a double standard when it comes to online monitoring is that roughly 6 in 10 respondents aged 18-54 want companies to listen to what they say about them online (4 in 10 of the 55+ crowd). While at the same time, about half of the survey's respondents think that consumers should be able to talk about companies online without those companies listening in. This desire for privacy increases for the 55+ age group, of which 59% do not want companies seeing what they post about them online.
But wait... There's more (confusion) in these survey results!
Between half and two-thirds of respondents want companies to respond when they’re being discussed online, while the same survey reports that more than 6 in 10 also say that companies should only respond to online comments made directly to them (i.e. on their Facebook page, tweeted to them, etc.) You should download the PDF file of the report and take a look... In my opinion, what we are seeing is the variance based on where and what types of social media these comments are being made that reference a car company, make or dealership by name.
In an attempt at trying to poke fun at their own report's findings, the authors note that the takeaway for automotive marketers and others who handle social media strategy is that they should be “telepathic.” Perhaps "empathetic" would be a better choice of words and not so much in jest... The next-best advice given is for marketers to:
- Automotive Social Marketers should go beyond listening
- Try to understand what consumers are saying
- Consider the conversation’s context
- Deliver mutual value when engaging
- Show how listening can be a relationship-building tool rather than an intrusion
- Despite holding all these varied opinions about social media privacy, less than three-quarters of respondents (ranging from 62% of 18-24-year olds to 72% of 45-54-year-olds) know that car companies or dealership employees might be listening to what they’re saying online.
- Roughly 4 in 10 respondents aged 18-54 feel that dealerships and car companies listening to online conversations are intruding. That rises to 54% among the 55 and over demographic.
- Attitudes regarding whether companies should monitor online conversations to improve products and services vary significantly among age groups, ranging from 40% agreement for the 18-24 set, to 57% for the 45-54 group, and back down to 37% for the 55+ set.
- Slightly more respondents believe that a company should respond to them if they make a negative remark about the company in an online post than if they make a positive remark about a company in an online post.
About the Data: J.D. Power and Associates, in association with NetBase, conducted a survey in December 2012 of 1,062 U.S. consumers ages 18–55+.
eBook Source: info.netbase.com/SocialListeningeBook.html
Download the Social Listening and Big Brother eBook by NetBase and J.D. Power and Associates: NetBase JDPower Listening and Privacy eBook.pdf
How Does a Car Dealership Create a Structured Response Process?
In regards to the process around a dealership monitoring and then responding to online blogs, comments, posts and discussions where the dealership is brought up or mentioned, I started developing a process and work flow while launching the ADP Social Media Reputation Management Team in 2009 and 2010. The work flow process chart shown below is based on something I saw published by the US Military in regards to how the Air Force responds to online comments and blog posts.
When I left ADP and went to work for Tier10 Marketing at the beginning of 2011, we revised and upgraded the work flow planning for better results and more production efficiency. The chart below reflects the Tier10 Marketing version of what we recommended: