For a long time, companies have fought for their stakeholders’ attention. The main challenge was for the message to cut through the clutter and get the public’s attention. I’m noticing this dynamic is reversed in social media. Social media users, and bloggers in particular, want companies’ attention. I’ve come across several blog posts lately that deal with getting (or not) enough/appropriate attention from a company. See cases and links below.
So, why is it so important for bloggers to get the attention of companies they blog about? Is it to feel validated? Is it because bloggers are evangelists of the conversation and this is their way of putting pressure on companies to join in? Is it because, as stakeholders, we assume companies should be happy to finally have our attention and we’re disappointed when our expectations are frustrated?
I’ll collect some case studies here that can hopefully teach us something about this need for attention:
I’m sure there are many more such examples out there (if you send me links, I’ll add them here) that all speak about this struggle for attention.
What are your thoughts? Why is corporate attention so important to bloggers? Are their expectations reasonable? Will this lead to redesigning the PR function so it can participate in thousands of conversations? How should companies handle requests and pressure for attention? –VERY carefully, suggest the Target and esurance examples, as responses will be published, analyzed, and criticized. Oh and… use a conversational human voice. Any well thought-out, well-written response may be dismissed as a “prepared statement.” “Honest opinions pecked off in a few minutes on a laptop” will do. No mercy out there in the blogosphere.