Go where the people are May14 '08

The internet is swarming with public opinions about products and services. Smart companies consult various web sites and social networks in order to gather opinions about their products. Many companies then listen to their users, and proceed to make their products better.

The internet is like a vast focus group, with endless tips and opinions from consumers, free for the taking.

But how do you find the opinions that you're looking for?

Twitter is a good place to start. The micro-update format is perfect for quick, concise thoughts on just about any product or service. I constantly bitch about products on Twitter. :)

Smart companies find my update, and proceed to contact me with the hopes of resolving my issue, or perhaps to sway my opinion in a more positive direction.

Many large companies already use Twitter, in order to establish an instant support contact, or just to provide the "human touch."

Even smaller companies or independent product creators have some sort of Twitter presence, and simply use tools to track what people are saying on Twitter.

Twitter tracking tools

There's a few tools that you can use to track what people are saying on Twitter.

My favorite is Twitter tracking. Pick any phrase or keyword, and tell Twitter to keep you informed when any Twitter user mentions that phrase or keyword.

Another useful tool is Summize, which acts as a real-time Twitter search engine. Just type a phrase or keyword and instantly grab the latest results.

Both tools represent an extremely powerful concept, not only for companies wishing to track opinions about their products, but for anyone looking to get opinions on any topic!

Let's say, for example, I want to know what people think about the latest Death Cab for Cutie album.

The search at Summize gives me instant, real-time results. From there, I can grab the RSS feed and follow on my own accord.

If I were to use Twitter tracking, I'd get an SMS or IM notification for each tweet mentioning "Death Cab for Cutie." This is a great way to gather opinions, and even to find new people to follow on Twitter!

Getting opinions elsewhere

Twitter is certainly not the only place to gather opinions on certain topics. Just about any web site or social network that allows user input will almost definitely be littered with consumer rants or praise. You just have to know where to look.

Heck, even this very blog entry might receive feedback from a company representative from Twitter, Summize, or the site I mention below. All they are doing is tracking incoming links to their own sites.

One useful service that attempts to centralize public opinion is Get Satisfaction. It looks like a well-organized site for leaving feedback on certain products or services, but I find the overall intent to be presumptuous and ego-driven.

I believe you have to go where the customers are. You can't expect them to come to "your spot."

As a consumer, what if I don't want to sign up with Get Satisfaction? I already leave my opinions on Twitter and elsewhere, because it's easier for me. I shouldn't be forced to sign up with some site just to receive attention from a company.

You find me, not the other way around. I'm not going to go out of my way to find a company representative when something is wrong with their product. I'm already aggravated as it is.

Categories: Consumerism , Products , Twitter