Jul 7 Posted 4 years ago
Great article. I work in a social media team for an up and coming company and its crazy too see how people can obtain so many "likes" or followers and have it really mean nothing. Engaging with people is crucial to building relationships that are worth while.
Jul 5 Posted 4 years ago
Thanks for the all the comments, all. Randy & Sanjay, I assume when you speak of Brad you mean me?
I'd have to agree with Sanjay's response. Planning social media action (or non action) is a huge must before doing anything. Just because people are on a site does not mean that they want or need your [the business] evolvement. I wold say to, Randy, shaping messaging should not be a goal. Shaping a user experience should be what you aim to do. People are individuals - they feel how they feel. Some for good reason, some, not so much. But as a company the goal is to engage with those who both like you and don't. In today's world, simply responding with brand messaging won't cut it. Users/consumers do not respond well to the old ways of market messaging. it is a two way dialogue now. Before making decisions, we listen and then engage - not from a pedestal, but as an equal.
What we say at B&R is that when dealing with clients the biggest wins are going to come from reshaping your oppositions thoughts. This does not come from "shaping" messaging. Brand advocates are a must, but even the old outlook on that is changing. Winning in messaging comes from heart felt engagements. A lot of times companies think that they need to pull bad comments or have a "fire drill" if someone with clout said something negative about them in public. In fact, we argue that you should embrace those the most. Use those negative experiences as a platform to show that this is no acceptable as a company. No one will ever have 100% satisfaction. The sooner companies realize that they will always have an opposition the better their social media plan will work.
Consumers are just as strong, if not stronger than the companies themselves. We no longer go right to the company and trust what they say is what they do. Instead we google them, look into their offering, post a status asking if anyone has dealt with them and then check out reviews. All of this is done before a decision is ever made. With that said, that is a HUGE benefit to a company who is interested in doing things properly and not just interested in shaping messaging to cut down on the bad. The internet is fueled by emotion. Sometimes people are upset and sometimes people are happy. As a business, your goal for social media should be to sway those who have formed their "own" opinions of you. Turn to them as special interest groups and go for the win. Engage on the same level and see outstanding results. Continue to act as if your company is more powerful and better than the consumer and you will see terrible results.
Thanks again for the comments, I hope I addressed your question.
Jul 4 Posted 4 years ago
Randy, that's a brilliant question, and something I've been talking about recently with some of our clients. So here are my thoughts. You need a reputation management system in place within the client's organization. It consists of three parts planning, monitoring and reponding appropriately. You could begin by cateogrizing customer conversations and messages. For e.g. lets says you find via listening to online conversations, that there are 3 broad type of conversations. One about your product features/enhancements they wish were there, or about your customer service or lack of it, and maybe about your pricing. These conversations specifically map to 3 different business functions within the organizations. You'd then need to ensure your have the appropriate response mechanisms in place(teams and processes) to address these queries and enhance these conversations. This is one approach of managing the brand identity. Going down this path you'll shortly realise that internal company resources are not enough especially if you're not a very large organization. You'll realise that an additional approach is to ensure you have a solid advocacy program in place. This will go a long way to ensure that beyond the business entity your fans and advocates help advocate and protect your brand identity.
Looking forward to hear what Brad has to add :-)
Jul 2 Posted 4 years agoThe conversation about quality vs quantity is an indicator that social media is coming of age. Emphasis is changing to reflect longer-term considerations. What must also be taken into account is that social media drive people to websites, to events, to take action that may not actually happen on the social media site. If I read about an event, I may just go to it. Or I may go to the website to donate. How does that get counted in ROI?
Jul 1 Posted 4 years ago
Tha's a good article Adam. It hit the nail right on the head since many companies are just so caught up with getting a 'Like' on their FB page that they forget how important it is to engage their customers for more valuable information on improving their products or a company as a whole. Thanks for sharing this valuable information.
Jun 30 Posted 4 years ago
Brad - As a brand and reputation management consultant, how do you manage the identity of your clients' brands when customers have so much opportunity to shape the message via social media?
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