I work for Setanta Sports. Setanta at times is is a company much like a pubescent teenager. Big irregular growth spurts, co-ordinating different limbs can be tough, and every once in a while we’ll go and lock ourselves in our room until fresh investment arrives.

I’ll leave the bigger analysis to our friends in Media Guardian and Enders. They’re getting more right than wrong right now without help from this website.  Just one point on consumer relationships, a point that is in no way uniquely applicable to Setanta.

Here’s a role that every organization that relies on business-to-consumer relationships should have:

With apolagies to my friends in marketing and PR who do a great job, this isn’t about you. This isn’t about “telling a story” or getting a message out. It’s about open ears and interfacing. Taking the message that’s out there and reacting. Read Frank Eliason’s full blog post for reasons why.

Right now there are thousands of conversations on Twitter, GetSatisfaction.com and DigitalSpy about every media brand under the sun. If as a brand we’re not listening, and even more importantly not empowering those we ask to listen, we simply cannont win. This is nothing to do with new technologies and everything to do with new respect for those who pay our wages, our customers.