Does your brand or product suck? Google it yourself. Say your company has a brand called “starabcd” (hope this doesn’t really exist), search “starabcd sucks” in Google and see yourself what people don’t like about it.
I hate to say this but the fact is that, what many executives expect is non-existence of bad word of mouth. Is it possible? No, for most products if not all. Even for the very well known brand such as iPod or Google, there are still bunch of people who don’t like them. That’s why only a few companies put up a blog and others find themselves enough “reason” not to do it.
The purpose of listening is to interact and engage your customers to better your products or services. You can never make a perfect product, but you can always make it better.
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