A Brave New World of Brand Reputation Management
In today’s virtual marketplace, where the “window” in “window shopping” can refer to a computer or mobile screen, consumers have increasingly come to trust the published – and sometimes well-publicized – accounts of those who’ve gone before them. As these channels continue to capture the successes and disappointments of consumers, businesses of all shapes, sizes and ages are forced to recognize the value of social media engagement and monitoring.
Not so long ago, a slick marketing message could singlehandedly convince consumers of a product’s worth. And unless you came face-to-face with a disgruntled customer, there was little chance you’d encounter a negative review. Fast-forward many years and many forms of communication later, and companies have to actively engage in brand reputation management to prevent negative feedback from running amok.
The word on the information highway
Whereas a bad review used to gain little traction, rarely spreading beyond a person’s inner circle, now that same discontent can be broadcast across multiple channels and reach every corner of the globe instantly. This feedback naturally resonates with fellow consumers: When what they’re saying is positive, you’ve managed to create advocates of your brand; when the message is negative, you’ve got to address the problem and kick your brand reputation management into high gear. Social media monitoring can let you tune in to the conversation and access feedback that might not be available through traditional channels, such as customer satisfaction surveys.
Despite the best efforts of marketing gurus, savvy consumers will always view promotional copy with a hint of skepticism. Online reviews and feedback on social media, in addition to producing insight businesses can use to improve their brand reputation management, provide welcome guidance for other consumers – particularly those mulling a large purchase or those without previous experience with a certain brand. Their unfiltered and largely unbiased commentary often answers the kinds of questions advertising copy glosses over or simply won’t address.
Adapting to a new reality
If you’re not tuning in to these channels, you’re not only ignoring a chance to improve your business but choosing to remain rooted in the past. And although you might not see the value in an expansive social media campaign, you can at least focus your efforts on a few key channels while maintaining awareness of negative feedback across a much broader landscape. Social media monitoring alerts you to problem areas, where bad reviews on a product or service can fester and deter prospective customers.
Once you’ve seen the issue – a negative experience with a staff member, a faulty product, a customer with unreasonable expectations – you can use social media engagement to convert that doubter into a believer in your brand. By responding thoughtfully to customers you’re showing them that you care about their experiences and that your efforts to make things right are genuine.
GoalLine Solutions created boostCX to simplify the social media monitoring and engagement processes for clients, whatever their business or target demographic. This customer experience management software captures customer attitudes across any review or social media site desired, displaying feedback in clear graphs and providing instant alerts when negative feedback arises. Learn more about boostCX from GoalLine Solutions and how its many tools can support your brand reputation management.