Successful decision-making comes from having the right information and intelligence to act. The best way to gather intelligence is to listen. Too many vetrepreneurs are all output. It’s important to listen to what is being said – not just to you and about you, but also about others in your industry and related topics as well.

Feedback is a good thing

Read reviews and invite ratings. Don’t be afraid. You’ll learn so much and it will be well worth the sting of any negative comments you get. As a matter of fact, sometimes it’s the criticism that ends up being the most valuable thing you get. By listening, you’ll be building relationships. Everyone wants to be heard, and we usually like best those who truly listen to us, don’t we?

What do you think of when you hear someone respond to a question with "No comment!" and try to run away from the questioner? If you’re like me, you might think ‘what are they afraid of or what are they hiding?’ I prefer it when company representatives answer questions, even if they are difficult ones, if they know the answer.

Any company can monitor its online reputation. There are paid services available, but free methods can be pretty effective too. But monitoring isn’t enough. Entrepreneurs should respond. You won’t always be able to control the conversation, but that’s not the point. How you respond is important.

Case in Point

Recently, United Airlines was the subject of a YouTube video called "United Breaks Guitars" (http://www.youtube.com/watch?v=5YGc4zOqozo).

After only one week on the Internet, more than 3 million viewers watched the video and 600 comments were posted – none of which came from United Airlines. In fact, the author of the song, Dave Carroll, outclassed the company, in my opinion, by posting a follow up video statement ( http://www.youtube.com/watch?v=T_X-Qoh__mw ), again on YouTube, saying that the company had contacted him and offered him compensation but he suggested they give it to charity instead.

Form your own opinion, but I don’t think this is a good example of a company talking to its constituents. Instead it’s an example of a company that is accustomed to the old school, "command and control" type of communications usually delivered through official company spokespeople like lawyers and public relations representatives.

It would be so much more credible if the CEO of a company who has received some bad press would just remember the earliest lessons of childhood: remember to say ‘please, thank you, I’m sorry and you’re welcome’.

Andrea Fitting, Ph.D., is founder and President/CEO of Fitting Group, a strategic branding agency that specializes in Brand Spanking® for Challenger Brands. To read more of Andrea’s Challenger Brand advice, visit Fitting Group’s blog at blog.fittingroup.com.

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