We Hear You
If for some reason you didn’t catch it in the media last month, Snapchat’s stock dropped 6% after Kylie Jenner tweeted, “sooo does anyone else not open snapchat anymore?” That single tweet cost the company $1.3 billion.
Billion, with a B.
Miss Jenner’s disinterest in the platform came as a result of a recent update which redesigned how content is viewed within the app, which ended up confusing a majority of users. Over a million people even signed a petition on change.org calling to remove the update.
Snapchat responded to Nic (the petitions creator) as well as the million who signed it: “We hear you.”
This answer turned out to be a mere acknowledgment, as Snapchat stated it would still forge ahead with the update—not a bad move considering Facebook users signed a similar petition in 2008, right before their monthly user rate jumped exponentially.
Regardless of how Snapchat will fare once the dust settles (downloads have already spiked), all the controversy has brought forth an important concept:
Listen to Your Audience
Of course, snapchat had to say something, ignoring a petition signed by 1.2 million people is just a bad PR move. However, not every company is Snapchat. Not every company can outright say, “we hear you, but we are forging ahead anyway.” If a smaller company disregards the needs of its audience, it goes under.
To a frustrated consumer, the internet is a beautiful thing. Like Kylie Jenner, users will often take to social media to voice their operational woes. People have no problem being blatantly honest in a review or a tweet, especially when they don’t expect a response.
Use this to your advantage.
If you’re the owner of a digital based business, or any business for that matter, It’s important to stay engaged. Offer ways for your audience to give you constructive feedback, to let you know what’s working and what’s not. When they do, make sure you’re standing with a full bucket of water before the fire starts.