By Alyse Speyer – Web Success Team Contributor
Last week I shared 12 amazing social media statistics that indicated how large certain networks are as well as how social media has changed the way we market to consumers and manage our reputation. Marketers must take control over their company’s reputation and start using social media to more effective and efficient levels.
Brand Identity and Reputation
About 57% of adult Internet users have searched their name on Google and other search engines. This is 47% more than in 2006.
Social media has rapidly increased online usage, and as a result, people are now more concerned about privacy and reputation.
So, what does this mean for business?
It’s the same as brand management, except it’s via the Internet, more specifically social media. You must build a persona, or online identity for your business and make sure your brand takes action toward both positive and negative social PR.
How do we start?
My Company + Sucks
Google it! Facebook, Twitter, Google, and various other social networks determine the quality of your products and services. The first step is to listen to what people are saying about your brand. Here are a few keywords and phrases you can search on these networks to find positive and negative information about your brand:
- Company Name
- Company URL
- Product/Service Names
- Company Name + Sucks
- Company Name + Rules
- Product Name + Reviews
Bookmark these terms. You can even set up Google Alerts so that this information can be emailed to you daily.
Respond and Engage
Once you’ve collected your information, you can begin strategizing how to respond to each conversation. Yes, you must respond to positive reviews too. By responding or not responding to consumers, you create an experience. Make sure that experience is positive. You are building relationships and trust with each communication.
Remember, people want to feel special, that they are talking to a real person and not just another company. Decide which channels are meant for each type of consumer communication. Twitter, for example, is most commonly used for immediate response and live information.
Last but not least, don’t forget to measure every step of the way. Measurement is key in helping you benchmark goals and build successful and targeted campaigns.
How do you manage your company’s online reputation? What tools or practices do you find most effective for Web Success?
Alyse Speyer is an Content Strategist, Social Media Marketing Consultant, and a published poet. She has written on the topics of Online Marketing, Social Media, and Lead Generation for ClickZ, Visibility Magazine, and Women in Business Online Magazine. Alyse currently lives in San Francisco, CA.