Wise companies carefully craft the content they release online to engage current and future brand loyalty. It is important to stay on top of what is being said about your company online to ensure a favorable brand presence. Control your impression online to ensure that current customers and prospects receive a positive experience when they go to learn more about your brand.
“Conventional marketing wisdom long held that a dissatisfied customer tells ten people. But… in the new age of social media, he or she has the tools to tell ten million.” Paul Gillin, author of The New Infulencers
Many people believe any online conversation can be great for your authority on the web. While we agree, managing a positive brand image online assists to long term growth. No company’s brand is gleaming with 100% positive reviews. Inevitably, someone will say something negative about your brand. Although this is Impossible to avoid, negative feedback can be thought of as a tool for free insight. These comments, depending on the validity of the statements, can help your product be better in the long run .
What would be the best way to take care of negative reviews? By rule of thumb, you should not respond to everyone. Selectively responding, with the proper timing and tone is everything.
Having your name (company and product/service offerings) present online is a necessity to be found by new and already educated customers. Consumers are empowered with the internet and social media to search your company’s background, beliefs, etc. Properly maintaining your image online helps control the feelings consumers experience online while they are in the purchasing cycle of your products/services.
Three quick reasons you should be relevant (Positively) online:
Example of what not to do:
The full story of the Air Berlin social media crisis can be found online at Slate.com
Depending on the situation – regain control of your account. May that be changing the person in charge of your social media, changing passwords, and most importantly, start planning. Planning is crucial to keeping the image of your brand positive in the eyes of the consumer. Responding effectively with a sincere thought out statement can save lots of long term PR cleaning up.
Quick action steps
It’s always a great idea to have a strategy on hand if any problems arise online about your brand online. Have a few pre-determined protocols for responding helps reduce panic and any premature responses a social media manger might feel is right. We understand there are many different scenarios but this chart on slide share is a great way to start.
Prevent: Set the boundaries of your social media brand presence online. As a business owner/marketing manager, educate the person responsible of your social media about the style of content that is the best for your brand. Although there is a lot of noise online, anything published online by your brand has the potential to be read and shared. Also, it doesn’t hurt to set up disciplinary actions upfront (job description, employee handbook) for a social media manger, should any crisis happen for your brand caused in house.
Don’t capitalize on a crisis – domestic or world news. Be sensitive – common sense says don’t use sarcasm or witty responses to comment on any large news.
Plan: Do you have a social media strategy? If you are improvising you know it, and chances are your followers know too. Setting a specific strategy is a whole other topic in and its self depends on the execution of a great social media strategy. Try planning out the next quarter and see how things carry out.
Mention – Use mention to keep up with who is talking about you online
Google Alerts -Free. Monitor your industry, competitors content, and any misleading content that might be lingering about your brand on the internet.
Socialmention – Great platform to search the internet for anything mentioned on your brand. Always nice to be aware.
Managing your social presence online is important for maintaining your brand in the long run. Unfortunately, there is no cookie cutter approach to create a pristine social presence online. We say, take an extra moment to think before you send out remarkable content to your social media channels. If you have an unsatisfied customer, make sure your social media manager knows how to step back and respond appropriately (that is if it is necessary).
Have you experienced any social media success or troubles? Join the conversation on Facebook and tell us how you managed the situation.