-By Phil Lempert

Have you watched the video on YouTube titled "United Breaks Guitars" (http://www.youtube.com/ watch?v=5YGc4zOqozo&feature=fvw)? Well, if you haven't yet, you're in a definite minority. Posted on July 11, 2009, and currently approaching 5.4 million views, this video musically expresses one United Airlines passenger's bad customer service experience. What does this have to do with food retailing? Stay tuned.

Not only has the original video reached over 5 million views, but in just under two months, the video has also drawn responses — in various languages — from about 22,000 potential United customers, as well as a report on CNN that United Airlines only wishes it could have avoided. It's a new world where the consumer is pundit, critic and frankly in control of your message. If you've heard others talking about social media — Facebook, YouTube, Twitter, Digg, blogging etc. — and thought it was just a passing fad, well, consider yourself wrong. Word of mouth has gone viral!

Consumers' Bully Pulpits

With users in control, social networks, member communities and blogs are a huge media platform. Consumers create, share and talk persuasively both positively and negatively — about their everyday customer service, shopping and product experiences.

These "social networkers" can be anyone from the "new mom" talking diaper brands to The New York Times news reporters posting up to the second (literally) on the latest breaking news. And, what's most important is that they're constantly active, engaging and capturing quality consumers, and creating real connections with followers and fans. Guess what? This builds trust!

Trust is the basis for an effective viral outreach. But trust is fragile and, if not handled properly, can yield devastating results. For example, Whole Foods Market has done an exceptional job on Twitter. With over 1 million followers, it sends out recipes, new product and even sales alerts, which drive shoppers into its stores the same day. It's a well-thought-out program that yields results. John Mackey, Whole Foods' CEO, has a history of being "viral dumb," however: first, for using a pseudonym on blogs pumping up Whole Foods and suggesting people buy its stock, and just recently by using the Internet and an op-ed piece in The Wall Street Journal to share his somewhat antithetical views (to Whole Foods core shoppers) on the U.S. health care system. This last escapade prompted boycotts from regular Whole Food shoppers as well as millions of negative posts in the blogosphere.

Upping Brand Credibility

So, how do you engage, earn respect and use this viral media outlet to your advantage?
The first and most important step is to listen. You may need to reteach yourself to listen, because we often only listen to what we want to hear, not what was actually said. Listening to what your customers are saying with an unbiased ear is essential. The next steps in using social media to your advantage are through active participation and engagement. Listen, and then encourage feedback.

Some of the various platforms for building your media while increasing and earning greater brand credibility are as follows:

Make sure your company is up to date on e-mail, phone and Web feedback. Are your customer-service employees in sync with new consumer expectations of expression? This involves proactive ways in which to reach consumers through social networking sites such as Twitter and Facebook. Use these outlets to connect directly to customers for things like promoting new products or answering product or brand queries. Do some googling. Have customers already set up blogs about your products or stores? These spaces not only allow customers to assist and chat with other customers, but also encourage shoppers to associate your store with certain products. Don't forget to look to these spaces for feedback regarding your brand, store or product as well.