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.
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