Influencers and non influencers

How much effort should be invested in monitoring and addressing twitter based criticism.

Interesting piece this morning by Lucy Kellaway: Replying to customers on Twitter is listening gone mad.

Ms. Kellaway references Starbucks’ efforts to respond to twitter criticism. She includes reference to her own tweet going unanswered (for at least 20+ hours).

I presume those attempting to monitor and respond to social networking comment re their business will be inclined to apply some form of the 80/20 rule – e.g. deal with a criticism that appears particularly damaging, deal with a criticism from a perceived influencer. Not really any different to dealing with other forms of criticism. It seems to be perfectly logical that criticism from a person with a large following may have to be dealt with first.

To the broader question – are corporates wasting management and/or other time in monitoring and attempting to deal with social networking type criticism I think not. And I think they have little choice but to monitor, assess, rate, learn, address.