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I just came across a really interesting article from the Dailymail online from yesterday (via @abisignorelli) that (mis?) informs readers of secret new software that allows companies such as BT to spy on disgruntled users.
The “secret software” they are talking about is a kind of buzz monitoring tool, which monitors particular keywords across Social platforms and feeds this data back to the brand paying for it. This allows brands to keep track of how they are perceived, but also provides the opportunity for them to engage in conversation with their customers.
This “secret software” is nothing new, buzz monitoring tools have been around for a while, and before this people were able to use services such as google alerts, and even the built in search functionality of many of these platforms (ie Twitter search).
The big questions is: Should people worry about this?
Well the first point to make is that surely people would like help with their problems, no? If I can’t get through to BT customer service, I rant about it on Twitter and someone from BT customer service gets back to me, then they have opened the dialogue. This lets me know that my problem is at least being heard.
Secondly, if you are scared that brands are watching your every move, maybe you need to think a little bit harder about what you share online? Open social spaces are open, and anyone can view your comments, photos, videos etc. You should bear this in mind and change your privacy settings if you want to be more private.
Thirdly and most importantly is that yes, people will use what you say online to try and sell things to you, but people have been doing this for years anyway. It is called targeting, and it is why when you watch a commercial during a football match you get advertisements for beer, shaving cream and sports equipment. Men watch and play football, men drink beer, men shave = targeted ad. If I am complaining about how hard using a pestle and mortar is on Facebook and someone from Magimix gets in touch with me to let me know about an offer they have on their blenders then this is surely a good thing? If I’m not interested I don’t look at it, the same way that I don’t look at the hundreds of adverts I get in my email inbox for Viagra and cheap medicine. When something is highly targeted to a specific concern of yours, is it really spam?
Not everyone has time to sit on hold or find the email contact form. Smart brands know that people are talking about them online and are using buzz monitoring tools to help embrace customers in the conversation. Smart consumers should welcome this opportunity to have their voices heard. The more feedback and suggestions a brand takes on board the better. This pro-active customer care is helping to shape a service that is ultimately better for the customer.
If you just want to rant and don’t want a brand to get involved in a conversation with you, then either don’t post it on social networks, or change your privacy settings.




