Reputation management and Monitoring
No matter who you are or what your business does, it’s pretty much impossible to avoid receiving or seeing some form of negative feedback.
Social media has given everyone a voice and people aren’t afraid to use it, or air their opinions and views. Ignoring such posts can have a profound effect. Not only do you risk losing the individual as a customer, but you also stand to miss out on referral business without ever knowing. More importantly, it can cause severe damage to your brand, which you probably spend a great deal of time and money building.
This is where social media reputation management comes into play. It’s the process of tracking, monitoring, and ultimately eliminating negative social media material about brand to improve your name or standing. If done properly, social media reputation management builds your credibility to customers, which then strengthens their trust in your brand.
A survey from technology company SDL found that 58% of consumers tend to share their positive brand experiences on social media platforms. And not only do consumers share their experiences on social media, but their audiences or their followers trust them. In fact, researchers found that 72% of consumers trust the brand more so of the reading of positive customer review, whether results social media or reduce site is therefore clear to see why you have to be on top of all the social conversations happening around your brain. And that leads us nicely onto our next topic of monitoring.
Monitoring and Listening
So what should you be Monitoring?. What should you be listening out for? You should monitor the following data.
Firstly, your company name.
Secondly, your product names or your solutions or services.
Thirdly, high profile employee names.
Next up are popular industry keywords or hashtags.
And also, you should be monitoring social media sets.
So let’s look into each one of the things.
So your company name. First, you need to monitor mentions of company name. It shall include all connotations and common misspellings, meaning that you leave no room. For example, General Electric would monitor the social media landscape for any mentions of General Electric as well as GA. AT&T would monitor a T & T or a T and take Pitney Bowes with lists now for Pitney Bowes, Pitney PBW, or even Pitney Bowes is all one word.
Product names ,Solutions or Services
When it comes to product names, solutions and services. Sometimes people will actually refer to a product name or solution or service over an actual brand name, for example, a Big Mac and not McDonald’s.
High profile employee names
Then we’ve got high profile employee needs. So people will frequently call out a high profile individual in an attempt to garner even more attention, for example, Richard Branson.
Industry Keywords or hashtags
Finally, we’ve got popular industry keywords. So if we take, for example, Brewing Company, Anheuser Busch, they look to monitor the social media landscape for mentions of keywords such as beer, pint, brewski, lager, Budweiser, American beer, Bud, Bud Light, and bad ice.
Social media metrics don’t always tell you the full story. Too often the numbers tell you what, but not the why or the hell given they don’t contain any insight or context. The sentiment is a feeling or an emotion, an attitude or an opinion. On social media, the sentiment of a post can be seen in the tone of or emotion conveyed, and it’s vitally important to monitor if your brand name is also mentioned. For example, if a customer tweeted about an experience they had or shopping or grocery in general merchandise returned in Tesco.The sentiment would be identified based on the descriptive words they used. Whereas all customer service at Tesco would register as being negative. With 42% of customers said to expect a response to a social media inquiry within 60 minutes. Your dedication to meeting these demands, without doubt, contributes to positive brand sentiment.
Tools with Reputation Management
Now there are many tools that can pay with reputation management, social listening, monitoring, and sentiment scoring. And these include Buzzsumo, Google Alerts, people browsers, rapid technology, Sprout Social, and HootSuite. And while these tools for extremely effective, we can’t completely rely on the human language is extremely complex.
Teaching machines to analyze the various grammatical nuances cultural variations, slang terms, and misspellings that occur in online mentions is a very difficult process. Teaching machines to understand how context can affect home is more difficult.
Take, for example, sweet, my flights have been delayed, well done global airline, brilliant. Most humans will be able to quickly interpret that as being sarcastic, whereas a software solution might see the word brilliant, and categorize it as being positive. So just remember that context can affect sentiment.
Let’s face facts, they’ll always be those who complain if people are complaining or even praising a service, but the brand is unresponsive, which is going to have a detrimental effect on its overall reputation. Now not only should you be listening out to what people are saying about you, but you should also be listening out for what people are saying about your competitors. Here lays a great opportunity to insert yourself into a compensation.
Few basic rules for effective management.
- Monitor mentions of your brand.
- List what the problem is.
- Respond quickly and politely.
- Be transparent.
- Offer a solution.
- Prepare for a crisis and address criticism.
- Attempt to turn negatives into positives.
- Listen to your competitors and ultimately love their mistakes.