I'll tell you something else I learned early on in this business, now in Year Five.
Nobody really cares if you give them the right answer today (it's nice, don't get me wrong). All they want to know is...you're thinking about them.
*DING, DING, DING* It is as if we forgot a fundamental part of business 101, but had to have a clear way to make it known that "I'm here for you, because we're a community".
If someone emails me a question and says the state auditor is sitting in their office, an answer is certainly nice, but just to know "we're researching that. Tell the auditor to call me tomorrow." makes everything all better. Why? I have no idea. But I don't care as long as it stays that way.
It is community. People feel like you're part of their world and they're a part of your world when the "I'm here" message is conveyed. I'll give you an example as a for instance (and how it had to a hard lesson learned at another company that I will not name that I was a part of):
I used a varied amount of software applications to do my job (the essential job). Software, but it's very nature, can be volatile. So can hardware, but we'll leave that out of a moment. So who do I trust and normally go with in my line of business whenever I need more or better software? Well, one particular company who shall remain nameless because I don't want to go into a long and exhausted thread about how they suck for someone else. This is about me and only me, so that is the context. Any way, one software company has always impressed me by the very fact that they have the "we're here when you need us" manner of communication and they bring me in as their member of a community. That "I care" may sound hookey to others, but it gets results with me. Do they offer better solutions than others? Not necessarily, although they don't offer worse either. Do they handle things perfectly when I need them? No, but they still listen and ultimately get it right and I give them the time to work with me on the problems with their software. And over the decade I've used this particular suite of software, I've seen these guys grow and mature and even productize solutions that at one time I and others in the community they created offered as upgrades to consider for their software. They are now a leader in the industry they serve.
Now to the company I once worked for. It was a company with software as the main product. I sat in on a meeting where a product manager was bemoaning a user of our software taking the time to put up a website called (insert name of software here)sucks.com It was a very funny but direct hitting website. He whined about the guy who put it up and said the guy was a loser and nobody would listen to him. I was shocked at this attitude. He even went so far as to say that the hits this guy was getting was very low and insignificant.
So I asked "What do you guys do to make people like this... anyone actually... who buy the software a part of *your* community?" I got blank stares. I then said "Oh, so you drop off the software and run and you're never heard from again?" Again blank stares and the meeting was soon over. I left the company about five months later for other reasons, but remember that meeting and how wrong I thought it was back then and how wrong I still think it was today. If you're not going to use a simple method of communicating care and involvement, then don't think that technology will in it of itself convey that for you. It is the tool, a maturing sophisticated tool mind you, that helps you convey the message you ultimately want to convey. If people are dialed in, they will listen to both the overt and covert message.
I'm a part of your world, you're a part of mine. It is what it is today. Welcome to Twitter, just another tool in the big bag of apps doing this very thing.