Social media is interaction among people. It’s two-way street (create, share and exchange) while billboard is one-way street. Online reputation management (ORM) means altering the perceptions of a brand for the benefit of the company. Focusing on excellent product/services, monitoring what customers are saying about you on social
media, providing excellent customer service and online PR. Reputation determine the success or failure.
Consequences of doing nothing:
- being unaware of how your brand is percieved
- inability to respond to criticism
- inability to resolve complaints
- lack of competency
Social media should inspire.
Facebook for business ORM
Good for reaching new customers, engaging with existing customers and establishing an accessible web presence even for companies without established websites.
- over 1 billion users
- use Facebook pages, not personal profiles
Twitter for business ORM
It is the easiest social network to get up and running and talking to influencers and customers fast and it is good for showing the personality of your brand without the need for “marketing speak”.
- 230 million users
- 140 characters: brevity & clarity
- retweet (post or forward another user’s tweet)
- #hashtag (categorizing)
LinkedIn for business ORM
Other social media
- YouTube for video
- Instagram for photo
- Foursquare – location based social media
- Yelp, Tripadvisor, Places, G+
- Ravelry, Soundcloud, GoodReads, Pinterest, Mapmyrun – speciality base social media
- WordPress, Tumblr, Squarespace – blogging
Hootsuite – a social media management tool that helps online marketers manage all of their social media in one place. Mention – a way to stay informed about what is being said about your brand and track this over time.
What people are saying about you:
- Google “your brand name reviews”
- Twitter: mentions & hashtags
- Yelp and Yahoo answers
- Tweetbinder, Twittonomy, SocialMention, Hashtagify.me
Golden rule of ORM: treat customers or users how you want to be treated. Exercise empaty, do not get angry and frustrated, stick to disney/mum rule.
Managing your reputation:
- respond quickly
- don’t delete comments
- be professional
- devote time and resources in the event of crisis
5 steps to ORM success in Google:
- maximize social media presence (LinkedIn, YouTube)
- publish high-quality content
- register on Yelp or Crunchbase
- start blogging
- negative content? ask to be removed
How to deal with negative reviews? If it’s not true, show proof, ask to remove. If it is true, present your story, check tone, what steps you plan to take.