Dima Makei

SEO Specialist and Digital Marketing Ninja

3 steps on how to be successful while managing your brand’s online reputation

By DimaMakei | July 21, 2016 | 0 Comment

Online business was a relatively new business medium lately. Now look, it’s 2016, companies which are making another sales records in smartphones and tablets are giving new challenges to modern marketers. The question is: how to trace people’s sentiments within specific brand or product?  Not surprisingly, the market is shifting towards mobile more and more. Of course with a plenty of social media platforms available, you – as a brand want to know as much as possible what people are saying, feeling and sharing about your brand/product. To break it down even simpler – how do they interact with you?

  • Are you aware of what people saying about you?
  • Are you inspecting brand’s social mentions on a regular basis?
  • Surfacing and troubleshooting negative sentiments could be often a burden?

In this article, I’ll share some thoughts along with industry best practices on how to effectively monitor your company’s online performance, how to face criticism and which tools to use.

Let’s get down to basics, why brand monitoring matters a lot?

Genius is found in simplicity – people are just talking about you. Local marketing has changed drastically in recent years. It doesn’t matter anymore which size of the business do you have; potential customers/clients are already mentioning you via various social media channels. A business task is to take proactive steps in order to ensure customers’ positive experiences while interacting with your brand. Moreover, its company’s job to understand their customers and build brand awareness on that social media platforms where potential clients’ presence is bigger. According to eMarketer, more than 85% of consumers say online reviews/comments influence their perceptions about companies and products and 80% tell that negative comments change their purchase decision. Probably, by now, you understand how huge it is and why we are talking about this.

But sometimes, nightmare could come out of nowhere and strike you while you were disarmed. In an online world, negativity spreads like a highly contagious disease. It’s being picked up in a blink of an eye and causing serious problems to the business right away. I bet, you do not wish to be caught in that kind of a situation!

To be fully equipped it’s important to understand that negative feedback is unavoidable. So don’t try to find a perfect cure, just make sure the taken actions are smart enough to handle it professionally whatever kind of a review you’ve received. You might want to dig deeper in the origin of the problem and estimate how legitimate it is. If there is a real problem – immediate actions should be taken. The Internet never sleeps, so the team or a person should work out the solution to the problem and make sure that all comments received a proper response.

Monitoring reputation effectively

The Recent companies’ trend of  big online failures comes from trying to hide an occurred problem. In an online environment, the signal of a problem is any form of negative review, feedback or something that could damage your company. That is why it is crucial to be transparent.

By being transparent it is extremely important to understand the risks. Every single reply or interaction with a prospect or a customer will be scrutinized under the magnifying glass often with the intention to “bite you”.

That is why people or ORM agencies should be picked thoroughly to do this job in order to avoid such mistakes:

Online reputation management failure

The example from above is just one of the hundreds of mistakes companies make via social media platforms. Sometimes it could go beyond this to a racism, personal abuse, xenophobia and even more. Surprisingly, the latter described mistake came from the well-respected global company – Microsoft. Sometimes, science does not work how it is expected to. The company researched and invested a lot into the AI (Artificial Intelligence) field and decided to experiment with a new AI Tweet bot – Tay.

Tay tweets about Mexico

Evidently, for Microsoft, the experiment went truly bad. They were facing lots of criticism in terms of poor research, technical filters were not properly cleaning abusive content and so on. The action was taken and the company decided to switch off the “racist and Nazi robot” less than 24 hours it has been online. Microsoft corporation expressed deep apologies for letting this happen.

Microsoft apology

As it could be seen Microsoft Research Head took immediate action to express apologies on Twitter, the platform where this terrible situation happened. “We are deeply sorry for the unintended offensive and hurtful tweets from Tay, which do not represent who we are or what we stand for, nor how we designed Tay,” Lee writes.

These 2 examples should give you a basic idea on how to behave and what to do in such cases. Whether you are a small coffee company or a big corporation you should make sure to elaborate a prompt strategy on how to turn around harmful online experience. Do not hesitate with your answer too long, it only could make it harder to regain trust.

How to pick up the tool?

Let’s now take a quick look at a couple of most used industry platforms.

  • Mentionthis one comes first, not free, though, but makes a pretty good job.

Mention lets you know when someone is talking about you across various platforms, you receive instant messages with the notification. The interface is user-friendly and easy to navigate. Has a built in option of some basic analytics: frequency count, positive/negative sentiment ration, geolocation, demographics etc.

Absolutely free. No prior registration required. Here you can type in the search box the type of the sentiment you would love to track in regards to your company and get the results. You could also adjust the date range within which you would like to see mentions of your brand, observe top keywords, as well as sentiment ratio, top users, and top hashtags.

Scans the platforms and if the keyword is found the algorithmic based bot sends back instant notifications.

I hope you found this article interesting and I would love to hear back from you. What do you think about ORM? Do you know examples when companies failed online? Which tools are you using?

Dima Makei is the founder of dimamakei.com, digital marketing ninja, Seneca college graduate.

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