People always want to discuss brands and companies. Do you care about managing your brand reputation?
It may affect the decision to buy and influence the business prospects.
And what about the reputation on social media? Do you tend to track and manage negative customer reviews?
The more followers you have on social networks, the more likely they will comment and discuss you and your brand. That’s why you should care about how to involve new target audience and organize all your staff on social networks. By the way, a social media content calendar can help to do it quickly.
Many companies use social networks to manage and improve their online reputations, especially during crises.
Nowadays regular social media interactions are vital to any business success. No matter what kind of business you have. Customers, partners and competitors are talking about you. They are tweeting about your products, leaving comments on your blog, reading your Facebook content and discussing your Instagram images. (We hope that you remember how to get more Instagram followers).
If you have your brand’s social media accounts or profiles on Twitter or Facebook, there are some important steps you can take to protect the identity and reputation of your brand.
If you do not care about it and skip people’s opinions, please, think once again. This article will show you the role of online reputation management in business and sales.
Reputation management online is the process of influence on individuals and brands reputation. Today this term is used to refer to managing search results for brand queries and social media negative reviews.
Some years ago, companies shared their marketing messages with the help of traditional advertising methods, such as newspapers, TV and radio, billboards, etc.
Nowadays we have social media networks and it seems like they make the process of reputation management more difficult for companies. They include complaints, negative comments and feedback that make damage control more difficult than it ever used to be.
Companies should be open to feedback and criticism. It looks beneficial for business.
If someone shares negative comments about your brand, employees, products or service, you should react immediately. Don’t ignore negative messages. Try to respond. The negative opinion will not go away, but neither will your detailed positive reply.
Let’s recollect a good example of reputation management online – the story of Sannovar Tea Lounge, San Francisco, CA.
A Lounge customer wrote a negative review and gave the establishment a one-star rating. It could potentially hurt the Sannovar’s reputation. Here is what she wrote:
The Lounge agreed and tried to deal politely. Someone from the staff of Sannovar replied:
The key lesson here is: if your customer says that something is wrong, say sorry and try to solve the problem.
Sannovar explained the possible reasons and showed the customer that they were already working on all issues improve her experience.
What should you do to protect your brand?
Here we combine some practical ideas to save your identity and improve your brand’s reputation management.
Try to become respected not in business. In fact, the trust is a perishable product, so you need to work on it monthly, weekly or even daily. It is more important than any other ORM tips.
There were many stories when companies took drastic measures to save the situation after years of hiding critics.
Do you remember the famous example when Nestle got negative reviews about environmental issues some years ago?
There was a real social media attack on Nestle, organized by Greenpeace.The reason was a Nestle brand, Kit Kat.
Nestle produced a YouTube video with a slogan “Have a break; Have a Kit Kat”. The slogan highlighted the use of palm oil in the production (the oil is used in Nestle products, including Kit Kat).
Greenpeace found that Nestle used palm oil from an Indonesian supplier that was prohibited. The environmental group created their version of the video. According to the video, a tired office manager bites off a bar of Kit Kat that turns out to be the bloody orangutan finger. Orangutans are threatened by unsustainable forest clearing for palm oil.
Nestle initiated the video withdrawal from YouTube. But it just increased the wave of criticism on social media. For example, Facebook users were angry by its threats to remove posts on the fan page containing Kit Kat logos that had been changed on “Killer”.
Greenpeace posted the video on Vimeo and got more than 78 000 views within hours.
Nestle team suspended sourcing from Indonesia and arranged dozens of meetings with Greenpeace group to provide all details. But they totally forgot to control social media conversations.
Only a year after, Nestle changed its marketing and communications strategy and hired a new global Head of digital and social media.
As a result, the new Head and his team implemented a digital acceleration strategy and started track social media 24 hours a day. They tried to react and be transparency.
Nowadays Nestle tries to use only certified palm oil.
This story demonstrates how sustainability risk can be potentially big when the world can find out about it overnight. Nestle understood that communication with its critics was more effective than avoiding discussion on social media.
Unfortunately, most small companies do not invest much on communication issues. Usually, their efforts are inconsistent or incorrect. They understand that being transparent is risky. However, they do not think about their future.
On the one hand, it is good for everyone to express their own opinion and provide freedom of speech. But, on the other hand, this criticism can attack and do not leave any chance to survive.
Social networks tracking may bring business benefits. People want to ask questions, using their pages on Facebook or Twitter more and more. It gives them an extra chance to check the ability to buy a product or use a service. For example, users tend to communicate with KUKU.io via Twitter.
Create your own template of a fast and prompt answer. “We are trying to solve the problem.” We are working on the solution and will get back to you soon.” It should be better than a late reply with the full information. What do you think?
Understanding your critics is a possibility to learn more about your audience and choose better messages in the future. It’s also important to correct defects quickly. The more critics you receive, the better you can see what users like and what not. And when you understand it, you can turn weak sides into strong features. After all, users criticize everything that important to them.
Any negative comments about support? Users want to feel the real support. A tasteless pizza? Users want to get the tasty one. Inconvenient delivery time? Actually, it’s very important! And these are what users really want. And they will pay for it.
Unfortunately, many companies know a lot about illegal behavior. By the way, all false and discreditable information can be illegal. It’s possible to publish the retraction through the mass media. But sometimes the most effective way is to sue. In most cases, if the review is false, the platforms on which it was posted, support the brand.
If your reputation management efforts are not enough to protect your company, do not hesitate to ask professionals or find the answers in books.
This list of reputation management commandments can be supplemented with your personal secrets and experiences. And now, please follow some more specific tips on how to protect your social media profiles:
What are the reputation management techniques and services you need to know about?
According to reputation management for business, you should react to what people say about your products and services. Sometimes the latish reaction may cost you millions.
The solution is social media reputation monitoring that allows brands and companies to gather and process public content and see negative or positive prospects.
Reputation management services may help both individuals and businesses create and maintain a positive online presence.
Online reputation management software may have serious impacts on your brand. We have chosen the most interesting services that offer helpful tools for management. Let’s have a look.
Mention can help you to visualize your presence online. With the help of Mention, you can monitor millions of sources in real time. It allows interacting in more than 40 languages. You can do online searches or receive a daily email of the aggregate of mentions from the previous day. It’s possible to get a 14-day free trial.
Talkwalker will be good for tracking keyword from almost all major social media. You can also use it for blogs, online news websites and forums. Talkwalker also calculates metrics for Twitter and Facebook conversations.
This tool will show you the performance of the brand mention, sentiment analysis, the engagement levels and demographic information (location, gender and language).
Socialdraft helps to monitor social media sites and sends real-time notifications if your brand is mentioned on the web. Socialdraft tools are used for scans niche sites that specialize in travel, legal, restaurants, medical industries, etc.
Synthesio is one more social media monitoring tool that targets enterprise-scale brands. Synthesio developers propose to track mentions from more than 100,000 websites and almost 200 countries. It includes social networks in Russia, China, the Middle East and South America. You can get analytics such as common phrases used with your keywords.
Using these online reputation management tools and services you may create a strong and positive image, repair it and continue to monitor your reputation.
Search engine reputation management
As people find the information about your brand or business in Google, it’s better to get top results on the first page. Twitter, Facebook, and other social networks should assist to own the first search engine results page. They can help you create the stronger online presence, so the old news does not turn up at the top of search results.
You can track different metrics to manage the reputation of your social media profiles with the help of social media analytics tools. KUKU.io analytics report will help you to clarify what you should do to improve business results. Besides, it is possible to schedule posts with customers’ reviews to establish communication and show your transparency.
The process of brand’s reputation monitoring should become your daily objective. We hope the management tools and tips we shared in this article will help you to improve your marketing efforts.
What do you think about strategic reputation management?
How often do you track your social media profiles? Please, let us know.