This post is the first follow-up to Your Voice is Your Brand. The simple answer to the cost of responsiveness is what is the cost of non-responsiveness.

Here is a post from … well … me. I was really really annoyed at my Clearwire service and the lack of meaningful customer support. So I tweeted my frustration on Twitter.

Clearwire’s twitter person responded (sort of promptly) with the first message of “I’m sorry you feel that way, why is that?” I tweeted back that my service was highly variable and the modem needed to be by a window (so it sits in the middle of our office and not in the server room). And they replied with the “Can we help?” message.

I actually received better service from the Twitter person than other means.

What was the cost of no response? I would have cancelled my service and continued to tell people how awful it was. The cost of response – negligible from a $ perspective and a lot from a loss-of-sales perspective.

Clearwire also turned a situation where I was saying bad things about them to one where I am promoting them. This all done in the immediate and inexpensive world of Twitter.

There are many venues out there besides Twitter where people are discussing your company and your products? Are you gathering the free market research these companies are providing?

(I explore market research and microsharing applications on the TouchBase blog)

(Follow me on Twitter)

Technorati Tags: social media,clearwire

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