I'd say anything to the effect of "x company has terrible service and isn't answering my calls" needs to be addressed - and quickly. Negative comments, so long as they're logical, deserve a response. In terms of positive feedback, it's always a nice surprise when a tweet you'd off-handedly made about some company gets attention, but as a consumer I don't expect that to happen every time.

Situations where a larger conversation is going on around your brand I see as a bit of a grey area. If there's value that can be added by jumping in to explain a facet of your brand or product that someone got wrong, or by offering to answer any questions, that makes sense. However, taking a hands-off approach to let other users handle the conversation themselves is often more effective than interjecting to talk about your brand, since users are far more likely to trust their peers.

Still, even if you're not responding to every mention of your brand across social channels, though, you should be listening and monitoring sentiment carefully. That way, your users will always have a hand in product feedback and enhancement.

Chris Selland

Senior Vice President, Corporate Development, Hale Global

Posted on Dec. 23, 2011

If it's your brand, generally speaking I'd say yes it's best to respond - almost always even if not 100% of the time.

It certainly makes sense to respond to almost all of the negative mentions - to at least acknowledge and offer to help. There are some exceptions - perhaps a negative mention from a competitor (which usually just make them look bad, so better to let them do that to themselves than participate).

On the positive side, I'd say 'almost always' as well, at the very least a quick 'thanks' for something that someone says about you that's positive. Just don't go overboard - avoid the 'stalker' effect.

Michael Adcock

Consultant/SI, ETI

Posted on Dec. 29, 2011

I makes sense to let your customers know you hear there requests and are working to reslove percieved problems and frustrations, but there is a great deal of value to being "a fly on the wall". The risk in responding to every posting is that you will alter the dialoge and fail to continue recieving completely honest feedback.
Effective brands have "fans" or advocates that really love the product or service your company provides. Allowing them to respond to some negative postings can be far more effective than having an official company representative respond, in the same way peer pressure is more effective than pressure from a teacher in school. It can be difficult to restrain yourself from responding, but I've found it to be valuable more than once.