Social media can be both a blessing and a curse for your corporate online reputation. So, on Social Media Day, Igniyte is talking about why it pays to have social media reputation management.
A brand’s online reputation relies heavily on the views of the customers/clients. On the one hand a great review or conversation about your products and services can boost sales. On the other, negative chatter can crush consumer trust, confidence and sales.
So it literally does pay to think about social media reputation management. Having a strategy in place is important for responding to feedback and ensuring employees are clued up on the digital dos and don’ts.
As with any form of reputation management, there are established rules that brands should follow to optimise their knowledge of what’s effective and what isn’t.
Benefits of using social media for business
Once you have a good social media strategy in place, getting set up and being active online can reap a number of benefits for your reputation:
- Social media accounts can rank highly: provided they are a direct match for your company name, social media accounts will generally rank on page 1 for a Google search of your company name. This is due to the high popularity and the domain authority of platforms such as Twitter and Facebook.
- They help you create a brand personality: social media gives you the chance to build a personality behind your brand. This is important and can help you build trust with your customers, if you’re transparent and personable; not just another corporate company, they will be more inclined to do business with you.
- You can share great content: social media is a great tool for pushing out your content and driving traffic back to your website. There is no point creating great content for your audience if they’re not going to see it; social media gives you a platform to get your content in front of a wider audience.
- Fast customer service: there is no better platform for customer services than social media, in particular, Twitter. It’s a win-win situation; the customer gets a fast response to their issue and gets it rectified. Your business will look good for being committed to solving issues so fast. Customer service is among the top five reasons that people follow companies on social media so utilising this platform can really reap benefits for your reputation and company overall.
How to make social media reputation management work for you
Monitor your online presence
A whopping 83 per cent of consumers say online reviews influence their perceptions about a brand, and 80% say negative online reviews changed their buying decision according to eMarketer. Proving that online comments and reviews can be crucial for your brand.
Monitoring your online presence is key, staying up to date with industry news as well as reviewing employee mentions can be the difference between your brand being credible, or not. A brand should respond to positive mentions as well as the negative; praising customers/clients that praise you, will encourage them to return to your brand’s services or products.
A quick response to negative comments is important. It can be a difficult task keeping on top of all a brand’s mentions. However, picking out the reviews with the most potential harm to your brand is a starting point.
The longer a brand takes to respond to customers, the more irate customers/clients will become. Responding quickly will reassure the customer that you value their opinion and will work with them to provide an agreeable service in future.
Be open and transparent
When responding to online mentions it is important to be transparent. Being honest with customers will increase the chance of them returning to your product or service.
Often consumers will voice their opinion on social media. Platforms such as Facebook and Twitter are popular when people want to gain a brand’s attention about an issue. Due to the posts being public it is in your best interests to respond to the issue. This presents to other users that you are responsive, proactive and willing to effectively solve any issues.
When a company receives social media reviews, maintaining a policy will benefit your brand in the long run.
So you can see that social media reputation management, can really pay off.
Igniyte’s free e-books and reports offer more tips and advice, you can download them here
Igniyte works with small, national and international companies around the world to build positive and lasting online reputations. We use best practice approaches, including social media tactics and trends, to help businesses reach their full potential.
Head of Client Services and Managing Partner at Igniyte – The Reputation Experts
Roz is an industry spokesperson on all areas of online reputation management and our resident digital media expert. She regularly writes about reputation management research, online reputation risk and industry best practice.