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.
Will a Bad Online Reputation Leave Coal in Your Stocking?
Posted on November 21st 2012
While most of are consumed with Thanksgiving preparations, business owners are already looking ahead to the winter holiday season. The days between Black Friday and Christmas Day are a point when many retailers finally make their way into the black, so a poor holiday sales season will impact the entire year’s bottom line. Right now is the perfect time to clean up your company’s online reputation and position yourself for a strong holiday sales season. Below are three reputation management tips for cleaning up your company’s online reputation before the holiday shopping season gets underway.
A June 2012 survey conducted by eMarketer found that nearly half of consumers expect a brand to resolve customer service complaints on social media. Given the hassle associated with calling support staff and waiting hours on hold, it is easier for customers to vent their frustration on a Facebook wall or in a tweet. When companies do not actively monitor their social media accounts, they are more likely to overlook complaints shared by customers. Businesses that do not respond to complaints run the risk of alienating:
- the customer who shared a complaint
- that customer’s social network friends/followers
- fans/followers of the brand who see an unaddressed negative complaint
- customers who are not brand fans/followers who see an unresolved complaint on a Facebook page or in a tweet
Companies should take a look at their social media accounts today to see if any unresolved complaints have been shared, then respond to these complaints appropriately. Even a personalized version of a message such as, “We are sorry to hear about this, and have forwarded your complaint to the appropriate dept. Thanks for bringing it to our attention” shows that your business is transparent and cares about addressing problems. Businesses with high-traffic profiles should also assign an employee to monitor social media accounts so that new complaints are addressed in a timely manner. Just make sure he or she is able to respond in under 141 characters!
Check online review websites
If online reviews are not a part of your reputation management strategy then you are making a huge mistake. An April 2012 study by Nielsen found that online reviews are the second most trusted form of advertising among consumers, trailing only word-of-mouth recommendations. Consumers put more trust in online reviews than they do in television ads, online banner ads and ads on social media. In spite of this, many businesses ignore online review sites, which means that they are unaware of the reputation damage these sites might be causing. Even if your business has many satisfied customers, the concept of selection bias tells us that individuals who have a negative experience are more likely to write reviews than individuals who had a positive one.
To clean up online review site profiles for your business, first respond to individuals who posted a negative review. Some review sites allow business owners to respond underneath reviews with a comment, so business owners might provide the e-mail address or phone number of a customer service representative who can address the reviewer’s complaint. In other cases, the business owner will be able to send the reviewer a private message or gain access to his or her e-mail address. Once complaints have been addressed, the business can boost its overall rating by encouraging satisfied customers to write a review on these review sites, or reviewers who wrote negative reviews to give you another try. This ensures that the reputation of your business will stay intact throughout the holiday season.
Google your business
Take a look at the results on the first page. You will probably see your website, your social media profiles, a few profiles for your business on review sites, and business listings. However, you might also see a negative news article about your business or a blog post written by an angry customer. Research has shown that more than ninety percent of Google searchers do not look past the first page, so generally pushing negative content off of the first page will be enough to save the company’s reputation. Creating and optimizing new content to take the place of existing content in search results will accomplish this.
These are just three online reputation management steps that can be taken to prepare your business for a strong holiday sales season. Remember that when practicing reputation management, being proactive now will save you make it much easier for your business to react to a crisis down the road.