In very small numbers in the UK and Europe, but becoming a mainstay in US boardrooms, is the role of Chief Listening Officer. A direct result of the explosion in brand and product-related conversations across the social web, this important resource could just save the bacon of many-a-reputation.
Assuming you’re aware of the implications of having your brand discussed via social media (if not, keep browsing this blog), what are the benefits of hiring your very own CLO?
- Your CLO holds the responsibility for reporting on any mentions of the company’s assets; brand, products, people – without this capability, how would you know what’s being said?
- Insight is at the core of everything your CLO is doing. It’s all very well knowing that conversations are taking place, but what are the implications, the potential for harm (or good), and how can the intelligence be acted upon, in order to leverage the “buzz” surrounding the brand?
- Armed response. Your CLO should have the capability to respond to an emerging crisis, by making quick decisions on conversational responses. Where negativity emerges, an appropriate action should be taken in real-time, in order to avoid a lasting stain on the brand name.
Many brands already have this role covered, likely by a member of their marketing team, but for those who haven’t, perhaps now is the time to consider appointing and empowering a CLO, to act as guardian of your hard-earned reputation. Oh … and where you need help in recruiting your CLO, be sure to talk to Influence Agents first.