How to Manage Your Brand Reputation

When it comes to your business, your brand is the single most important asset you have, PERIOD. Utilizing social engagement and customer interactions will boost your brand’s reputation.

Intentional Reviews

If you are going to project your business as a thriving business that will be around for years to come, you need to make sure people view your brand as important. Your company can actively shape people’s opinions about your business through the interactions that you have with them. If you provide a great experience for your customer, direct them to an online review platform that allows them to share their experience.

You can do this by focusing on one platform at a time to observe your reputation improvement. Have a campaign that runs for an entire month where each of your employees direct your customers to to leave a Yelp review after a satisfying experience. The next month, run the same campaign on Google, for example.

Always review your results and identify areas where you can improve for next time. Asking questions such as:

  • Does the wording of the question impact results?
  • What employee is getting the best reviews? How can we learn from them?
  • Where are our customers more willing to share their experiences? ?
  • Are certain subgroups of customer more likely to interact with us?

Target Your Region

There are so many subgroups on social media specific to your area. Look up Facebook groups in your geographical region to engage in your brand conversation. Developing a target customer persona for your company will help you to identify people who are likely to be brand advocates.

Seek to engage with those in your area that are influencers. TweetReach is an excellent tool for finding those who are using niche keywords or product terms that you find valuable. Acknowledging those who have already mentioned your product or company can reinforce their value as a customer and heighten their brand loyalty.

Determine Relevance

Contributing to conversations and answering questions that include your industry, products, or areas of expertise will ensure you are not typing to the wind. Other areas of relevance to consider are:

  • Are my competitors engaging in this market or using these keywords?
  • Are many of my current customers engaged in this topic?
  • Do I have target customers that speak a different language?

You Are What You Project

Having a consistent presence with your customers is important. Have a strategy set in place that defines your company’s voice. Before getting involved in an onlineconversation, ask, “Does this conversation allow me to move our brand reputation forward?”

  • Know what conversations are happening – Look for trending keywords, monitor local Facebook groups, and find new content that is relevant to your business.
  • Respond to questions & feedback – Connecting with customers or potential customers will increase their trust in your company.
  • Identify & encourage influencer support – Favoriting, retweeting, and commenting on the posts of those who love your business, reinforces their love for your business.
  • Win or learn – If you find something is not working for your business, learn how it can be replaced, modified, or improved.

Own Your Social:

Create official social accounts – This is critical and something that should definitely be a focus. Have policies in place so you can answer questions quickly and efficiently. Don’t have the time to answer questions? You can set up an automated reply, encouraging them to contact your office, or on some platforms you can simply turn off messaging entirely. If you aren’t going to manage these accounts, include information about people can reach you.

Other Suggested Social Actions Include:

  • Turn on notifications
  • Respond in a timely manner
  • Acknowledge problems & offer solutions
  • Share, amplify & reward the positive – Repost, share on your website, and thank those who say such kinds words about you. Appreciate those who appreciate you.
  • Know when to escalate – You need to be honest and not try to handle all issues if you aren’t aware of the user’s problem. Get the right information or have your legal team step in and provide feedback. You do not have to be the hero to all negative reviews. Yes, they need to be responded to, just think before posting!

What Should We Monitor?

The real question is how to measure the data and get ROI information. Below are two ways you can measure and monitor your brand:

Hard Numbers:

  • Engagements
  • Review Ratings
  • Mention frequency – Are your reviews coming into review sites in spurts?

Sentiments:

  • Positive, negative, or neutral – Thank the positive, problem solve the negative, and connect with the neutral to make them feel valued.
  • Focus on experience – It’s important to create raving fans, as these are the users who gush about their experience with your company.
  • Weight depends on source – What is the source that the user posted on, how much value does the review have on your company’s review score? If it’s a low value platform than yes, you need to respond, but make sure you do your research on who the user is before you respond.

Key Items to Monitor:

You might be wondering, “What are the key items I should be monitoring to ensure that my brand’s reputation remains strong and thrives?” Look no further, here is a list we’ve compiled:

  • Brand terms
  • Common misspellings
  • Branded products
  • Domain name
  • Personnel
  • Social Media Accounts
  • Brand images
  • Branded hashtags – Do not vary your hashtag as it makes your monitoring much more difficult.

Always Educate

If you’re not already asking, “How can I use this information to educate customers?” You should be! Showing your customers that you care about their problems and questions creates trust.

Brand trust strengthens as the quality of your education grows.

Start creating content that addresses your customers’ pain points! Get and stay ahead of the curve within your industry. This enables you to transform the conversations that are happening, and makes you an expert in how to solve their problems.

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