Creating an Online Reputation Damage Control Strategy
By Jan Ashby
Online reputation management isn’t something to be taken lightly. It requires diligent planning. If you are a small business or company, you still should pay attention to this important aspect in your overall marketing approach.
If you stick your head in the sand and ignore negative online remarks made about your firm, you will regret it. There are tools to handle your social media – for example, there is Hyperalerts.no to TRACK what is being said about you (or your company). And there are other tools you can use to SET up alarms, to notify you of problems.
Every firm should instigate a good, solid plan for managing its reputation. Following are five steps to doing this in an organized fashion:
Step 1 – Brainstorm Possible Reputation Damage Scenarios
Sit down and make a huge list of all of the different things that can happen. Imagine everything from a small bump in the road to a major emergency. The most obvious problem would be a negative post somewhere complaining about your company’s service. There may also be a situation where a customer doesn’t understand your company’s policies and the complaint comes from this misunderstanding.
Brainstorm each place where a comment could appear so that you can create a plan for dealing with each. Examples would be personal blogs, your blog comments, social media sites, online forums, review sites, etc.
Step 2 – Determine the Best Response
For each item on your list, decide what would be the best response. Consider it from the point of view of other customers who will be watching. For example, you might respond to a complaint on Facebook by engaging with the customer, asking them to clarify, empathizing with them, and then offering them a solution. To other users who are reading the thread, your company shows that it cares about customers and not just its own reputation.
For Twitter, you can have an employee monitor discussions involving the company by using Hashtags to search through twitter. This can be done daily or weekly.
Included in the plan should be a chain of command notification. When a problem is discovered, how will it be communicated to everyone in the company who needs to know?
Step 3 – Set up a Plan for Monitoring
You know what to look for. The next step is to decide how to monitor. One way to monitor all online content is through alert notification programs like Google Alerts. You can also use HyperAlerts.no to stay abreast of things. You might identify certain online forums, review sites, and other sites where you’re likely to be mentioned for monitoring.
(Note: To search in Facebook simply use search box)
Step 4 – Delegate Monitoring
Put someone in your company in charge of monitoring. You may want to delegate to several staff members. For example, if a certain staff member handles your Facebook account, put them in charge of monitoring Facebook for comments. Make sure everyone is on the same page with all procedures for dealing with negative comments.
Step 5 – Create Positive Content
This step is often forgotten. In addition to doing damage control, reputation management is also about creating content that shows your company in a positive light. Seek testimonials and reviews from your customers and create fresh content on your website, social media sites, and blog. Positive content will off-set any negative content. This is an ongoing job, so make things like soliciting feedback from customers a regular part of your sales process.
Many companies and online professionals decide to outsource reputation management to a company that specializes in this field. These companies have experience and tools to manage a company’s reputation comprehensively.
Contact me HERE : Jan Ashby <==
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