The fact that social media has become as widely popular as it has today is precisely why we are able to find out what people think and feel about, well, practically any and every topic you can imagine. Oftentimes, when we explain to this people they find it surprising as we describe how individuals are forming and joining communities with shared interests as diverse as car repair to frugal living, software development to breast cancer. (But if you’ve read this blog before, then you shouldn’t be among those who are surprised!)

There are so many ways organizations can benefit by tapping into these communities; and likewise, more than one means to actually do the tapping…

This week we ran across a presentation recently given by Forrester analyst Natalie Petouhoff titled “The ROI of Social Media: Customer Service Communities.” (Highly recommended!) The presentation lists a number of benefits to organizations that create their own communities where their customers can gather to ask questions, share expertise and concerns relating to the organization’s products or services. While greater customer satisfaction, cost savings, and increased customer lifetime value were among the benefits listed – also among the list was “increased product ideation.”

Tapping into what your core consumers are saying online to help guide product/service development is a topic we’ve been blogging and talking about heavily. While the Forrester presentation looks at organizations doing this by hosting their own communities, this is an initiative that for a number of reasons isn’t suited to everyone. (Though it is obviously ideally suited to others.)

The point we would like to make though is that many of the same benefits that can be realized through hosting a community are also available by finding where your customers/would be customers are already congregating and sharing online – and listening to what they are saying there, in their own setting. When it’s not appropriate or even possible to draw them to you – go to them.

And if you need some help, find a guide.
We know a good one…