One Man’s ‘Stalking’ is another Man’s ‘Savvy’

No Stalkers - Savvy Only

I’m often amused by the over-the-top posts on Slashdot about online privacy. While I appreciate the intelligent discussions on security, I often think that some of the slashdot nerds have no front line experience with business, nor a clear understanding of how Social Media is changing customer engagement best practices.

Case in point:  When I clicked on this tweet: @slashdot: Cisco Social Software Lets You “Stalk” Customers via @jockr I wasn’t the slightest bit surprised to discover the post filed under ‘Your rights Online’, nor was I shocked to read the comments, most of which are nothing more than ‘Is Cisco crazy’ tirades about invasion of privacy and lawsuits looming.

One man’s stalking is another man’s new world business savvy.

In the first place, this isn’t new.  It isn’t like the Cisco roll out of SocialMiner is the first ever effort to enable enterprise listening solutions to monitor customers via various channels. Pick any company with marketing smarts and I guarantee that whether they’re using listening software or not, they have key resources assigned to ‘stalk’ their customers with both ears tuned to hear what is important to the customer.

“The software is designed to not only enable enterprises to monitor the conversations of their customers but to engage those that require service,” Cisco says.

I’m annoyed by the negative reaction and the less than lucid arguments being posted as comments against this roll-out. Is this Cisco angst, or merely a fundamental lack of business knowledge? Perhaps both, but here is what the detractors aren’t considering:

  • First clue of note, if your customers have a blog, then they want it to be read.  That’s a pretty basic, safe assumption. It’s in the public domain for a reason.
  • ‘Customer’ in this instance is not the end-user little guy jealously guarding their privacy — these are enterprises working B2B. ‘Customer’ means another company, not a specific person tweeting reviews about the movie they watched the night before.
  • Universal McCann reports that 77% of all active internet users regularly read blogs. That would include business blogs. Increasing efficiencies in doing so for business isn’t much different from improving RSS feeds, which most of the same nerds use daily to watch news on ‘privacy right invasion’.
  • Customer Collaboration is part of the entire Customer Experience

I’m sure we could add many more points to the list, but the bottom line is that the loudest voices that bemoan ‘stalking’ are entirely oblivious to the reality and benefits of social media listening for companies and their customers. I guess they don’t know what Enterprise 2.0 is about. ;>

Are you concerned about listening to your customers to offer better service and support?