How to Do Reputation Management Effectively
April 8, 2014 - Marketing
Four Steps to Managing your Online ReputationThere are many reasons you want to be in the know with what people are saying about your business, but the most important one is keeping a positive online reputation. Without a doubt, having a negative brand image can be detrimental to the success of your business. This can seem like a daunting task for companies big and small, but let’s break it down into the four key components you will want to address first:
Do Your ResearchTake a look at what’s out there: What are people saying about your products or services? Look at all the different platforms: reviews, articles, blogs, social media and pay attention to the negative feedback you are receiving. Trackur is a great tool to easily monitor what is being said about your business online, regardless if you are a mom-and-pop shop or large corporation. Trackur, among other tools available, is essential for Reputation Management because you can track any social platform interactions out there as well as reviews, forums, articles etc. Remember that changing the customer’s negative view of your brand is the ultimate goal. Other tools you might want to check out are Mention.net, Google Alerts, Radian6. (Advanced reputation management) All the tools above will do the job. It’s more of a personal preference of which one you feel more comfortable using and your need for an array of additional features. Asher Elran wrote an article about the Google Alert tool and 5 alternatives to consider. You might find it interesting as well: http://www.semrush.com/blog/publications/google-alerts-dying-5-great-alternatives/
Listen to your prospectsAside from the complaints with little to no merit, the most important thing to keep in mind is to listen to what’s being said. Gather as much information about each particular situation before you respond. Some of the tools have the capability to tell you exactly how much influence each interaction has on your business. On Trackur, for example, every interaction is given an influence ranking out of 100, so it’s easy to gauge how significant of an impact this person may have. You also want to be knowledgeable about specific rules and company policies before you speak. You represent your company name and everything you say should positively reflect that. Once you have identified the negative feedback and are ready to address the undesirable posts, put yourself in the customer’s shoes. By the way, for local companies, the reputation management can be done by using services like, Bridg.com or Grade.us. Both will aggregate the review to one central location so you can address them more effectively. Also, for both services you’ll find the option to send an outreach email that can request your clients to complete a business review.
- What is the context of the situation? Objectivity is the key, while a negative tone and insincerity will only add salt to the open wound.
- Is the complaint is something you truly need to change within your company processes or customer service area? And yes, receiving constructive criticism will always benefit you ten times more than a thousand positive feedback responses. I always tell my family, friends, and clients, “I know what I’m good at. Tell me what I can do to improve.”
- How can I change this individual’s opinion of our business?