One of the funny things about Social Media is that the whole idea is based on the theory that the Product and Marketing teams care about what is being said out in the blogosphere.  Sure it seems obvious that they would care, but then again….

Consider an offline situation I’ve run across from a Pioneer Square bar called Fuel.  Other than being the proud host of a party hosted by Mary Kay Latorneau and DJ’d by her young husband, the bar’s claim to fame is being the home of the hardcore Sounders supporters before each home game.  The bar is a natural choice for a rowdy supporters’ group because no one else really goes there.  So the supporters can sing, chant and spend money for 4-5 hours before kickoff.

You’d think the owner of this bar would be appreciative.  At least, if one of these customers mentioned to the waitress that the beer tasted of soap, that offline customer feedback would be registered, and the beer taps examined.  I myself have been a victim of these soapy taps, going as far to recommend other bars to friends thinking of pre-game settings.  It surprised me when I heard the same soapy beer was beiing served weeks later.

What’s shocking though, is when a bar owner serves the same soapy beer week after week, and instead of fixing the problem, basically throws a patron out for protesting the taste of soapy beer, using the rationale, “The rest of the crowd doesn’t seem to notice.”  Now the people associated with that patron have shifted their dollars to the bar across the street, called McCoy’s.

So back to my point.  Igoring what you hear in social media is no different than being a bar owner who ignores a patron.  If someone is going to take the time to say, “Your product is causing me harm and pain.  Here’s an easy way to fix it,” then you really should listen.  Otherwise, you are simply the equivalent of an ignorant bar owner serving soapy beer.