Of immediate interest was the finding that more than forty percent (40% ?!?) of respondents claim to “Monitor Twitter for PR problems in real time”.
While it’s encouraging to see so many organisations recognising the benefit a platform like Twitter can provide from a monitoring and issues management perspective, I’m not sure I believe the 300-odd respondents who said they’re actually doing it. It’s always easy to answer a survey question in the affirmative if you think that’s what you should really be doing – case in point, *of course* I get my five-a-day every day.
I think what I find more believable is that only around half of the respondents that claim to monitor Twitter as an issues management tool actually respond to the tweets they’re picking up on. This is a worry in itself.
If you’re not going to do something about the problems your stakeholders have with you, then all monitoring does is take away the element of surprise when one of those niggles becomes an actual issue or crisis. And it gives you some time to start updating your CV.
As our Digital team constantly reminds us, monitoring and listening are great places to start, but the important bit is actually doing something to fix the underlying problem.
This is one of the topics that Gaylene Ravenscroft and Candace Kuss cover in our Social Media Workshops, which we’ve been running with numerous clients to great effect (having sat through one of these myself I can vouch for the quality of the content – it’s actually part of the reason we started this blog).
And for those readers who are on Twitter, you can follow Hill & Knowlton London. Relevant crisis-related posts have a #HK_crisisUK hashtag for easy reference.