As I’ve described these three blogging initiatives, do you notice a theme? Some of these companies are doing a good job of developing the conversation while others aren’t. It makes me wonder whether some of them have launched blogging programs simply because of blogging’s popularity, but it’s also clear that some of them understand that a primary goal of such a program is to show the market that the company is listening. So how can they do better?

Responding to legitimate comments and questions is only a first step. Here are some other ways you can use your blog to demonstrate to customers that you’re listening:

1. Take ideas and run with them: When a customer drops by to say they’ve got a new product idea or a way to improve your business, show the community that you’re taking the idea into consideration. If your company manufactures red rubber balls and a customer stops by your blog to tell you she’d like to see some green ones as well, she shouldn’t be left hanging. Explain how you’ll bring up the notion of a line of green rubber balls at the next meeting of your product team, or why you won’t. Perhaps respond that you need to fund a line of purple ones before green rubber balls can come to market.
2. Pull in other experts from around the company: If a question comes up that you’re unqualified to answer, bring in someone who is. To continue with the rubber balls example, perhaps Ed in procurement can explain that green dye is more expensive than red dye, and that’s why when green rubber balls do hit the market they’re going to be five cents more per unit.
3. Show how you’re taking action on constructive criticism: Acknowledge any problems, but more importantly show how you plan to act on suggestions for improvement.
4. Link to ideas posted on other blogs: Links are the currency of the blogosphere. You’re paying attention to the big picture when you link out to independent blogs that are talking about you and your products. You’re also validating opinion, which is important to cultivating conversation.

Most customers have had enough talk. They want action. Thus, you’re going to have to show them (rather than tell them) that you’re listening in order to convince them that their business and their loyalty are both important to you.