Monitoring Equalz Stalking?

Is monitoring the conversation and then responding to your customers on Twitter, or on blogs akin to stalking?

Friend of the show and head of Global Digital Communications at Ford, Scott Monty, was called out this morning for doing just that. I’ve long admired Scott’s style on this blog and in conversation with my partners. He won’t back down from a challenge, and regularly defends the Ford brand. Let’s face it. It ain’t easy being a big American car company these days. But is he too confrontational? See for yourself:

Click image to enlarge.

I don’t think so. Just as @overprocessed has every right to post his opinion, Scott has every right to search a public forum and defend his brand. But the question then becomes: Right or wrong, does a brand do more damage than good if their customers see them as “stalking”? You might argue that @overprocessed was already negatively biased towards Ford, so calling him on his shit isn’t a net loss. But just as Scott points out, this is a public forum and we’re all watching. How do we interpret the response?

Response needs to provide a value to the consumer. In my experience, nine times out of ten, people welcome brands that engage with them as long as it delivers some benefit. That benefit can come in the form of customer service, announcements, news and yes, even setting the record straight when someone posts an opinion based on false information. What do you think?

It’s funny Jamie posted this today, because just a few days ago, I sent this Scott Monty conversation to my Trustworthy colleagues as an example of how to handle high-maintenance customers with grace. I learn something new every time I follow a Scott Monty conversation.