It’s good to listen to consumers and it’s good to talk to consumers, both online and offline. But as they, talk is cheap. The conversation factor can have a positive effect on your brand image, but it doesn’t always drive the bottom line (and consequently shareholder value). If you don’t know why you’re entering the conversation, stop talking.

The conversation requires proper preparation. Set clear objectives on what you’d like achieve with the conversation. Document the required and invested resources. Measure the outcomes. Evaluate your outcomes versus your objectives and determine your return.

If the return is positive, then that’s great. Continue to engage in the conversation, look where you can improve your return and execute those ideas. If the return is negative, reevaluate your approach by changing variables like tone, content and frequency. Don’t be afraid to pull the plug if results aren’t positive but aim for improvement first.

Plan the conversation you intend to have. Turn conversation into conversion.