Seth Godin ponders listening to and engaging with high-volume customers — not the bulk buyers, but the loud kind.
It’s a question we bat around when developing monitors to gauge online opinion. Weighting results for authority and relevance is vital for brand marketers. But how important is it to track the insights in ALL the opinion, and not just the opinion that you subjectively (“everyone reads x”) or objectively (rank, link analysis, etc.) assign?
We see companies starting to do what Seth Godin talks about: amplifying some voices over others by giving them a platform. Whether that’s monitoring and integrating inbound customer messages, opening up blog comments, or hosting a community depends on the level of engagement companies are prepared to offer.