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The Social Media Marketer’s Technical Guide for Online Reputation Management

16 September 2020

Online reputation management (ORM) determines and influences the perception of your business in accordance to its online presence. ORM is not only about managing content in search engines, though. It’s also about managing negative business reviews and encouraging happy clients to contribute more positive feedback (Somal, 2018)[1]. In order to maximise the benefits of a good online reputation management, below is the social media marketer’s technical guide for online reputation management.

Digital Marketing Channels

In order to fully understand the process of ORM, one must understand the channels that receive the most traction. A study conducted by BrightLocal concluded that, “85% of consumers trust online reviews as much as personal recommendations” and “49% of consumers need at least a four-star rating before they choose to use a business.” Among these channels are paid media, earned media, social media and owned properties. This articles focuses on social media.

Social Media Monitoring

In order to improve your reputation you have to know what to track so you can monitor all messages revolving around your brand. The primary considerations for monitoring are company name, products or services, employees, keywords, and biggest competitors.

Social Media Engagement

To truly engage with your customers, you have to listen to what they say. Social media engagement is a two-way street, so make sure you’re listening to help build better customer trust and loyalty. Essentially this means your brand receives a lot more messages than before. To manage your social media reputation, it’s critical to respond to everyone reaching out. Customers expect a response from a brand within four hours, but the average company response on social is 10 hours(York, 2016)[2].

Conversation Monitoring

In addition to to the comments users make on your pages, you should also be aware of the larger conversation taking place around your brand. You may not think that this is an issue, since visitors to your social media platforms won’t see all of these comments, but those users’ followers certainly will. Aside from that, search features on most major platforms makes it easy for other users to find negative comments.

Content Moderation

The majority of your social media strategy should be designed to help you engage with your audience. However, given the nature of the Internet, there will likely come a time when someone voices a negative comment or opinion. And when that happens, it often goes one of two ways: A complete disaster, or an opportunity to show off great PR skills.

First and foremost, resist the urge to simply delete the comment. The user will likely call you out on it, which will make it look like you have something to hide. Instead, provide a genuine and professional response. If the customer was unhappy with their experience, apologize and ask what you can do to fix things. If they’re disappointed in how you run your business, let them know that you appreciate their feedback and ask what you could do better. And if they’re just being rude or disrespectful, direct them to your contact page and let them know that you’d love to hear their concerns. In most cases, commenters just wait to be heard. And by showing them that you’re listening, you can typically avoid any major issues (WebFX).

References:

Somal, S. (2018, June 14). Online Reputation Management: A Guide for Social Media Marketers. Retrieved September 15, 2020, from Social Media Examiner: https://www.socialmediaexaminer.com/online-reputation-management-guide-for-social-media-marketers/

WebFX. Managing your reputation on social media. https://www.webfx.com/marketing-guides/online-reputation-management-guide/managing-reputation-on-social-media.html.

York, A. (2016, November). The 5-Step Social Media & Online Reputation Management Plan. Retrieved September 2020, from Sprout Social: https://sproutsocial.com/insights/social-media-reputation-management/

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