Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Protecting Your Reputation in a Hyper-Connected World
Posted on November 18th 2012
We’ve all heard stories about a misjudged tweet costing a candidate a job – or seriously denting a company’s reputation. No doubt Gap marketers regretted using Hurricane Sandy to promote their online store, after they came under fire for their lack of sensitivity. And when Kieran Allen quit a London media planning firm, his scathing resignation letter became a Twitter sensation. It’s unlikely his former bosses found it quite as funny as most readers!
Of course some mistakes are easy to avoid. For example, confusing private and official Twitter accounts – as the UK’s ambassador to Chile did recently – is a recipe for a PR disaster. But in today’s hyper-connected world, it’s all too easy for companies to inadvertently make the wrong impression.
More and more customers are turning to social media to complain, sound off or simply ask questions. And what’s more, they expect a prompt response – one survey found 42 per cent expect one in under an hour, but most companies still aren’t delivering.
Add in the countless blogs, message boards and forums, and looking out for your online reputation can seem an impossible task. It’s especially hard if you’re operating on a global scale. But here are a few tips for making the right impression in a “nowhere-to-hide world”.
1) Use monitoring tools
There are plenty of free tools that can monitor your brand name, company or keywords across the social web. SocialMention is a great tool for analyzing your chosen words across social networks, as well as top hashtags, users, and their reach. Twilert, TweetDeck, and Wildfire will also help keep an eye on your name – and competitors.
2) Don’t forget blogs, forums, message boards and review sites
With numerous ways to spread the word, it can be tough keeping up. Tools such as Technorati and BlogPulse can help. Google Alerts can be invaluable for tracking mentions across multiple languages.
3) Be active and responsive
Ignoring negative comments obviously won’t make them go away. A recent study by Maritz Research found that most customers resorted to Twitter because they’d failed to get a response through other channels. And, astoundingly, two-thirds of companies failed to respond! Respond as promptly as possible, and try to continue the conversation via email or private messages.
4) If you get it wrong, admit it
Everyone makes mistakes, but apologizing can help repair the damage. The American Red Cross ended up red-faced after a social media manager misfired a tweet about drinking beer with friends. By admitting the mistake and making fun of themselves, they showed they had a sense of humor – and even won new supporters.
5) Encourage positive comments and reviews
There’s little doubt word-of-mouth marketing is one of the best ways to build a positive reputation. Customers tend to trust their peers and online community, with more and more using review sites or social media recommendations. There are many ways to encourage interaction, such as including links to your preferred review sites on your website, emails, and social networks. You could even offer a gift or discount for reviewers – whether their comments are positive or negative.