If you decide to do your own in-house reputation management marketing and social media and not employ an online reputation management agency, beware of a very pitfall. Do not create the wrong brand marketing for your product, you might create a colourful, appealing, informative site but it might not appeal to the target audience of your product and therefore not be very useful to increase business awareness, sale or your profitability.
Reputation management is about creating a brand that falls in with your own goals and expectations. A poor reputation will damage sales and customer loyalty, a bad experience will be talked about and word will spread online as well as in the street and this will affect your brand. Sometimes the words are unfair and not justified but the average every day reader will not know that when they are checking out your company and wondering whether you deserve their hard-earned cash. Is it worth taking a risk on you? You can manage this though, based upon how you plan your brand awareness and how you cope when something goes wrong, when you get that negative comment or bad rating.
Before you bite back take a look at your practices is your customer service always the best it can be. Is your company ethical and good to its employees? Is your brand the best and most efficient and best value for money? If not then get these issues put right or it is likely that they will come back to haunt you and if this haunting is online it will be aggressive, time consuming and costly. Once this is sorted then you can begin to increase your online presence and what better place to start than social media.
This is the face you show the public, you gain a voice and a personality, and it is important that you use it in the way that will be attractive to your customer base. Older people will obviously want and expect a completely different online experience and information to younger people. Social media will give them a chance to read about and experience your company and to even ask questions and get a response, from the horse’s mouth as it were. If you do this in a speedy professional and pleasant manner, then this can only improve the customer experience and encourage new customers to send their business your way. It is also beneficial to put some fun things on there, what have your team been up to and what perks have they had from you as an employer, even if this has been fundraising for the community or eating cakes!
When you do get unhappy customers or negative comments which will happen due to the nature of people, then apologise offer them a refund or something for all to see. This again will show that you are a professional mature and trustworthy company. Continue to promote your brand on as many social media sites as you can and as often as you can but ensure that your campaign is consistent and is set to achieve your aims.