This post by Wangari Kamande a Research Analyst at Social Media Group.

When traveling to the moon, you better ensure your aim is true at launch, or else you will miss it by a mile. The same is true when launching new products or marketing campaigns, you want to ensure that your product or message meets or exceeds customer expectations.

Now, thanks to social media, brands can have an “early warning detection system” that can alert them of any previously unidentified issues.

You can be certain that Apple, who largely eschews social media marketing, is paying attention to what people are saying online about the new iPad, launched on March 15th.   (The last thing Apple wants is another antenna-gate.)

As reported in the Financial Post’s Tech Desk (and featuring data from SMG’s Research & Insights) team, there was a lot of online discussion about the new iPad.  But a deeper, more focused search quickly uncovered some product challenges and customers who were unsure about whether their device was operating to standard. A small, but vocal group of consumers complained about a yellow tint to the screen, overheating, or the fact that the covers Apple made for the iPad 2 do not fit the new tablet.

For Apple, this represents a great opportunity to quickly diagnose issues and jumpstart remedial action, if necessary with the goal of ensuring consumers are getting the brand experience they were paying for.

Social Media Signals

The signals and value that come from listening represent a big opportunity for brands. One of my favorite quotes is from the Author Harvey Mackay, he says, “You learn when you listen. You earn when you listen—not just money, but respect.” Make the decision to listen today; it will serve your brand well.

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