The newly redesigned BBC News website has certainly got fingers tapping away furiously at the computer keyboard. What intrigues me is the strength of feeling this has unleashed, driving thousands of people to post their comments on the editor’s blog.
Predictably, the majority of these comments are negative, with regular contributions posted by those that feel passionately about reverting to the original layout. People will always be resistant to change and businesses have come to expect this. But what interests me is how customers are making their views felt and the ways in which businesses are responding.
I have to admit that I’m not mad about the new-look BBC website, but I didn’t feel compelled to write to the editor to tell him that. Perhaps I didn’t feel strongly enough about it. Or perhaps I’m still inclined to give vent to my feelings in the ‘old fashioned’ way by talking to family, friends and colleagues.
Does this mean that we can divide consumers into those who harness the power of the internet to share their views with as wide an audience as possible – and those who choose to voice their feelings more privately? Not for long! As people of all generations get to grips with the potential of the internet, I think it will become increasingly difficult to resist the temptation to engage with like-minded people and release the lobbyist or activist within.
This presents the business world with vast and complex challenges. Billions are being invested in understanding the ‘new’ consumer and engaging with them using often unfamiliar communications platforms. Companies are deeply concerned about safeguarding their brands and reputations from this onslaught of self-expression.
The online reactions to the BBC News website are a perfect example of how people are far more likely to highlight negative rather than positive experiences. Given this trend, businesses which choose to create online platforms where customers can comment, need to give careful consideration to how they are going to interact with these responses and the impact this dialogue may have on those that read them. While it’s crucial that companies demonstrate their commitment to their customers, they also need to think about how they manage these relationships and respond to very public, and often heated, exchanges of opinion. In this rapidly-changing communications landscape, nothing is certain, but like everything else in business, you need a plan!
The challenges of managing online opinion
The newly redesigned BBC News website has certainly got fingers tapping away furiously at the computer keyboard. What intrigues me is the strength of feeling this has unleashed, driving thousands of people to post their comments on the editor’s blog.
Predictably, the majority of these comments are negative, with regular contributions posted by those that feel passionately about reverting to the original layout. People will always be resistant to change and businesses have come to expect this. But what interests me is how customers are making their views felt and the ways in which businesses are responding.
I have to admit that I’m not mad about the new-look BBC website, but I didn’t feel compelled to write to the editor to tell him that. Perhaps I didn’t feel strongly enough about it. Or perhaps I’m still inclined to give vent to my feelings in the ‘old fashioned’ way by talking to family, friends and colleagues.
Does this mean that we can divide consumers into those who harness the power of the internet to share their views with as wide an audience as possible – and those who choose to voice their feelings more privately? Not for long! As people of all generations get to grips with the potential of the internet, I think it will become increasingly difficult to resist the temptation to engage with like-minded people and release the lobbyist or activist within.
This presents the business world with vast and complex challenges. Billions are being invested in understanding the ‘new’ consumer and engaging with them using often unfamiliar communications platforms. Companies are deeply concerned about safeguarding their brands and reputations from this onslaught of self-expression.
The online reactions to the BBC News website are a perfect example of how people are far more likely to highlight negative rather than positive experiences. Given this trend, businesses which choose to create online platforms where customers can comment, need to give careful consideration to how they are going to interact with these responses and the impact this dialogue may have on those that read them. While it’s crucial that companies demonstrate their commitment to their customers, they also need to think about how they manage these relationships and respond to very public, and often heated, exchanges of opinion. In this rapidly-changing communications landscape, nothing is certain, but like everything else in business, you need a plan!
Tagged with BBC, bbc comments, blogging, new bbc website, online, Social Media.
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