It is awesome to see what you can do with the authentic, instant feedback that the internet allows. After all, if you could do anything to improve your business you would do it, right? Especially if it is easily within your power. But how would you know what to change?

Feedback for an Author

Chris Brogan gives an excellent example of something an author may not have thought about concerning the marketing of his book. In reviewing Scott McKain's Collapse of Distinction, Brogan mentioned that the cover needed to change.

In seeing Brogan's review, McKain became proactive, and contacted Barnes & Noble as the top retailer of his product for feedback on how he could better showcase his book. Then the head business buyer at B&N connected with the publisher of the book to better the cover of the book. Now the book has a better chance of success and in letting Brogan know that he addressed that complaint, McKain has raised more interest around the book and created a reputation to listening and addressing comments.

Feedback for SanDisk and Southwest

Here, Beth Ziesenis talks about how SanDisk was able to address her issues with a BIG GIFT she was given that died on her. Not only did she expect it to die, but due to the circumstances, it would have been terrible for her to just throw it away.

Interestingly, someone complained about how Southwest responded to them in the comments and Southwest was able to meet them there and address the issue again. Personally, I'm impressed that Southwest found this, not through their Twitter or their blog, but on someone else's blog.

Feedback for a Furniture Maker

You don't typically see the need for a furniture maker to be on the web, but The Washington Post blogged about these local furniture makers staying afloat and people commented negatively about the article saying that they did not have health insurance for their employees. Fortunately, their Director of Marketing was friends with Mack Collier who told her to respond to these comments and set the story straight: they do have employee health insurance.

The Big One: UPS

Apparently, UPS has teamed with Radian6 to get their internet presence afloat. They'll be staying informed and interacting on Twitter, Myspace, and YouTube to reach their customers.

After all, it's all about reaching your customers and treating them like human beings.