Management Tip of the Day: 3 Ways to Help Consumers Express Themselves

Are you having trouble viewing this email? If so, click here to see it in a web browser. HOME   |   BLOGS   |   THE MAGAZINE   |   BOOKS   |   AUTHORS   |   STORE RSS   |   Mobile AUGUST 3, 2011 3 Ways to Help Consumers Express Themselves A marketing campaign's success used to be judged on impressions: how many people saw, heard, or read an ad. In this new era of networked customers, smart marketers also pay attention to consumer expressions — anything from a comment to a "like" to a forward of your content. Here are three ways to make the most of expressions: Embrace them. Consumers can generate more messages than you ever could. Don't fight the flow. Instead, feed it with content consumers will want to pass on. Facilitate, don't control. Participate in the conversations consumers have about your products but don't try to direct them. It's fruitless and often stifling. Set the record straight only when necessary. Not every consumer expression is positive. Chime in when you must but also allow your fans to speak on your behalf. Today's Management Tip was adapted from "Coca-Cola Marketing Shifts from Impressions to Expressions" by Joe Tripodi. Read the full post and join the discussion » Share Today's Tip: FEATURED PRODUCT Making Financial Markets Work For Consumers Harvard Business Review Article In 2010, the Dodd-Frank Wall Street Reform and Consumer Protection Act created a new federal agency, the Consumer Financial Protection Bureau, to improve the functioning of consumer financial services markets. The Bureau is scheduled to open its doors in July 2011. Its first director will be responsible not only for setting the policy direction of the agency but also for establishing its organizational structure and management climate. In this open letter to the director, four professors-Campbell, of Harvard University; Jackson, of Harvard Law School; Madrian, of Harvard's Kennedy School of Government; and Tufano, formerly of Harvard Business School-offer advice on how to set priorities and craft policy responses. ADVERTISEMENT Follow the Tip: PREVIOUS TIPS 3 Areas Your Organization Must Align 3 Don'ts of Persuasion 3 Tips for Hiring Recent Graduates Compete on Analytics 3 Ways to Build Confidence 3 Steps to Make a Business Case for Sustainability Don't Blame IT for that Failed Initiative Be a Realistic Optimist 3 Ways to Convince a Skeptic Retrain Your Brain BEST SELLERS HBR's 10 Must Reads: The Essentials HBR's Must Reads Library Set Guide to Persuasive Presentations Guide to Better Business Writing Guide to Getting the Right Work Done Free HBR Interactive issue Download the iPad app HBR Reads, and get your issue with audio and video interviews and multimedia slideshows. Learn more » UNSUBSCRIBE   |   UPDATE YOUR PROFILE   |   MORE EMAIL NEWSLETTERS   |   PRIVACY POLICY Was this email forwarded to you? If so, sign up to start receiving your own copy. ABOUT THIS MAILING LIST You have received this message because you subscribed to the "Management Tip of the Day" email newsletter from Harvard Business Review. If at any point you wish to remove yourself from this list, change your email address, or sign up for other email newsletters and alerts, please visit the Harvard Business Review Email Newsletter Preference Center. OPT OUT If you do not wish to receive any email messages from Harvard Business Review, click here. ADVERTISE WITH HBR This enewsletter is read by thousands of decision makers every day. Learn more about connecting your brand with this audience. Copyright © 2011 Harvard Business School Publishing, an affiliate of Harvard Business School. All rights reserved. Harvard Business Publishing | 60 Harvard Way | Boston, MA 02163 Customer Service: 800-545-7685 (+1-617-783-7600 outside the U.S. and Canada)