Why It Pays To Be Anti-Social

Several commentators claim Twitter and blogs aren't the right media for interacting with

customers, since 90% of your audience doesn't use them. These commentators have drawn

the right conclusion - but from the wrong premise. Rapide, the Moments of Truth company,

believes it's not about users vs non-users ... but about forward-looking vs backward-looking.

19 out of 20 customers won't communicate in any way before they fall out of your orbit

forever - so basing your customer feedback strategy on looking for the 20th is like gazing

permanently in the rear-view mirror. How can marketers keep their eyes on the road ahead

instead?

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