It’s Sunday, and as I’m supervising my daughter’s revision session I’m also taking some time to catch up on some on line gossip…and find myself reading the Mail Online and its headline story on how BT is using “secret software” to monitor social networking sites, allegedly “spying” on Facebook users looking for disgruntled customers.

This technology is nothing new to our colleagues in the Marketing Services team.  We have tested Alterian’s product, SM2, which also monitors social networking sites and which provides a commentary on what’s being said on on-line regarding the image and reputation of major brands. 

The Mail’s position is that this is all “Big Brother” stuff.  Simon Davies of Privacy International is always good for a quote in these situations, and here he says it’s “morally wrong” for companies like BT to monitor social networks and listening in to what’s being said about them.

This of course panders to the conspiracy theorists who raise concerns about abuse of the data that individuals make available on the internet.  However, it would appear that many companies “listening” online are only using this information to improve their services.  

I remember reading that Dell had listened to online criticism of its customer service and had contacted frustrated customers who then contributed to the design an improved service model.  The article on BT was based on direct contact to disgruntled customers to resolve problems.  Famously, at the moment, Steve Jobs at Apple appears to be personally responding to individual emails he receives in the ultimate online dialogue.  None of these are my favourite brands, but at least they are looking for ways to improve their responsiveness to customer feedback.

Maybe the real issue here is one of a right to two way communication. Why should individuals have the right to use social networking sites to air their views, but not to let the objects of this criticism have a right of reply?  If you criticise a Company on-line it seems to me to be reasonable that they listen and try and remedy the issue? 

Social media, blogs, twitter and other online broadcast mechanisms are changing the way we communicate and post opinion – but it can’t be just one way.  However, perhaps the Mail Online is using an older adage in posting these scare stories – bad news travels fast(est…)