How Important is Two-Way Conversation?

27 02 2010

All too often a company starts using social media tools such as blogs, facebook pages, and twitter accounts and then fails to keep up with them.  The point of these tools is to provide a two-way conversation between constituents and companies.  Not responding to comments or responding too late, leaves consumers and shareholders wondering about the happenings of a company, ultimately leaving a question of credibility.

Last week, Rolling Stone Magazine’s website displayed a message saying ‘What are you looking for?’.  Immediately after discovery, Twitter posts began popping up as well as blog posts concerning the reasoning behind Rolling Stone’s site message.

Although I am sure they were more concerned with getting the site back up, not responding to posts and comments escalated into skepticism of the magazine’s business actions (like the loss of funds and forgetting to renew the domain name).  It wasn’t until a news article that people’s skepticism was put to rest.  Even now there isn’t much information, but the site has gone back up.  Perhaps they should devise a new social media strategy to ensure there are no questions left unanswered.  Companies that keep up on their social media tools leave followers with clarification and satisfaction.  Do you think there is any time that a company should steer clear of responding?  If so, when?