The way your brand’s reputation is formed isn’t that different than how your own personal reputation is created.
That’s pretty easy to manage if just a few people are talking about you amongst themselves. However, in this day and age, your brand may have hundreds – even thousands – talking about your brand via social media sites like Facebook, Twitter, and Instagram daily. They are blogging about what they like/dislike about your brand. They are giving you “3 stars” on Yelp! (You get the idea.)
The only way to keep tabs on all that is being said about your brand – both positive and negative – is via a strategic plan for online reputation management. While we can’t address all brand touchpoints here, 214 Interactive has determined some of the key brand touchpoints and what you need to do to ensure a positive brand reputation:
Let’s face it: the world revolves around social media. What was once a place to find old classmates is now a place for people to interact with brands 24/7. Have you noticed that Facebook now has star rating reviews? Followers can rate your business via Facebook and the world is watching.
What to Do: Monitor your social media sites and be sure to respond to all reviews – positive and negative. Righting a wrong publicly can help build confidence in your brand. It’s also important to have a professional monitoring tool that will track what people are saying about you throughout social media.
When a potential customer visits review sites like TripAdvisor or Yelp, they are looking for information on your brand because they’ve already decided they want to make a purchase.
This is good for you – if you have a good reputation.
What to Do: Again, monitoring is key. Use a professional online reputation management tool (214 Interactive can help with this!) to monitor all of the major review sites in one place. Be sure to keep tabs on listing information, photos, etc. to make sure they are all correct and appealing.
Don’t forget bloggers as a key factor in online reputation. Potential customers are very loyal to the blogs they follow and consider them industry experts.
What to Do: Find bloggers who are industry experts in your field and go to them! Arrange to write a guest blog, ask them to review product, or even pay them to write about your products. You’ll be seen as an industry expert as well.