Jeff Bezos is credited with saying “Your brand is what people say about you when you’re not in the room.” In the age of social media visibility and virality, what people say about you can speed its way to millions of people. Or at least be visible to your next potential customer. And that’s why social media reputation management is so important.
Reputation management isn’t about controlling the narrative. It’s about listening to what customers say, learning from their feedback, and responding in a way that builds trust in your brand.
The stakes are high. Over 2,000 executives surveyed attribute 63% of their companies’ value to their online reputations. Most consumers (93% according to this survey) say online reviews affect their buying decisions. Even hiring is affected as 86% of employees check reviews and ratings before applying for a job.
This is not a tale of woe. It’s a hero story starring you. By reading this post, you’ll have at your disposal the tools and strategies to “hear” what your customers say about your brand. You’ll be able to respond in real time. And you’ll create an online reputation that endears your company to your customers.
Bonus: Download a free guide to learn how to use social media listening to boost sales and conversions today. No tricks or boring tips—just simple, easy-to-follow instructions that really work.
What is social media reputation management?
Social media reputation management is the practice of observing and shaping how people perceive your brand on social media platforms like Facebook, Twitter, and TikTok.
Your organization’s online reputation is built on the references people make about your company. Each post, Tweet, TikTok, comment, or review that mentions your brand adds another brick to your reputational foundation.
View this post on Instagram
A post shared by National Park Service (@nationalparkservice)
Without attention and guidance, your reputation shapes itself. Maybe that’s OK if everyone interacting with your company has a great experience.
Unfortunately, people are more likely to share a negative customer experience than a positive one. And sometimes, someone will spread misleading information. So you could end up with a poor reputation on social media, even if the vast majority of your customers love you.
With a reputation management plan, you’ll know when someone calls out your brand and the mood of that mention. Plus, you’ll have a plan to address it. You can shout positive messages far and wide. And address the negative mentions before they become full-blown public relations crises.
@janellewinn
@geico is the WORST PLACE TO INSURE YOUR CARS. Use anyone else but them!! #moneywasted #geico #screwgeico
♬ original sound – Janelle Winn
A social media reputation management strategy typically consists of three components:
* An audit that surfaces your current reputation online
* Ongoing qualitative and quantitative monitoring of social channels
* Proactive and reactive messaging to build, improve, or repair customer trust
With that big-picture context in mind, let’s look at the steps you’ll take to build a loyal and loving fanbase on social media.
How to manage your reputation on social media
A good social media reputation management plan starts with listening to what people have to say about your brand. It continues with steps to mitigate negative sentiment. It includes ways to humanize your brand and promote the positive vibes your fans share.
Monitor brand mentions and conversations
Social media brand monitoring and sentiment analysis are at the heart of all online reputation management efforts.
Brand monitoring tracks all the social media posts and conversations that include a mention of your brand, products, and key spokespeople (like your CEO). Some people @ your company directly, but many don’t. So you’ll need to track branded #s and untagged mentions as well.
One thing about me, if I’m already late I’m going to Starbucks
— C Sweet (@csweetnsour) April 18, 2023
Remember to track common misspellings. If the team at Starbucks didn’t do that, they’d miss out on some interesting conversations.
Need social media monitoring tools to find these brand conversations? Hootsuite has you covered.
Sentiment analysis is the contextual review of brand mentions. It goes beyond counting how often your company is discussed on social media. It also considers the mood and opinion behind those conversations.
Say thousands of people talk about your product’s performance.
@sarahbaileyreads
Making some forbidden chocolate milk #cleantok #bissellclean #littlegreenmachine #weekendvibes #teachersoftiktok
♬ Pretty young twearkalator – yUh
Sentiment analysis takes cues from their language to give you an idea if the mood is positive or negative.
A quantitative analysis of what you gather will tell you your social share of voice, social ROI, and your social sentiment score. From qualitative analysis, you’ll learn what hashtags and trends people associate with your brand.
Monitoring conversations about your brand online doesn’t just surface superficial sentiment. You’ll uncover all sorts of ways to improve your business — even learning how to make your product better. Which is exactly what The Isle of Paradise did here.
@theisleofparadise
@foamy3 asked, we listened!Introducing the NEW Pro-Glow Spray Tan Mister! Shop @sephora & @Boots UK #isleofparadise
♬ original sound – The Isle of Paradise
A TikTok creator had plenty of nice things to say about the company’s self-tanner but didn’t love the spray applicator. The brand listened, updated the bottle, and the TikToker shared the story. That one interaction became a free focus group, advertisement, user-generated content, and customer testimonial. The company showed they were listening to customer concerns and built a lot of goodwill in the process.
Listen for competitor and keyword mentions
What happens to your competitors and throughout your industry can also affect your online reputation. Remember the viral video of security officers dragging a United Airlines customer off of an overbooked plane? Other carriers felt the heat and had to change their overbooking policies.
That’s where social listening comes in. It goes beyond looking for mentions of your brand. It also tracks conversations that include your competitors and market-related keywords.
Have a look at how gaming chair maker Mavix jumped into this thread.
If anybody’s looking for a gaming chair alternative after watching this, look no further
— Mavix Chairs (@mavixchairs) April 18, 2023
Someone tweeted an unflattering video of their competitor. Mavix’s soft-touch trolling gathered interest and good feelings from gamers who needed a new seat. It’s a situation made possible first by active social media listening.
You should also set your software to listen for important keywords like H&R Block did here.
It’s Tax Day in the USA! I’m counting beans and filling out tax forms! https://t.co/XK6juft8p6 #taxday #fileyourtaxes #CPA #taxaccountant #beancounter #roughday #roughcollie #collie pic.twitter.com/xL9EdmYDYY
— Collie Crusader (@CollieCrusader) April 18, 2023
They found an opportunity to join an ongoing conversation. Even though it didn’t mention their company. And got to Tweet about an adorable pup doing taxes.
Engage and respond quickly
It’s not enough to listen to social media chatter about your brand. You must also respond, and do it fast. Why? 75% of U.S. consumers expect brands to reply to social media questions and complaints within a day. 20% think the response should be immediate!
Every mention is an opportunity to increase engagement on social media and build trust for your brand. Some conversations will be fun and friendly. Others may start because your customer is frustrated or confused. Social media listening tools will help you find and reply to these conversations fast. Now, let’s look at how you can respond to the full range of social media interactions.
For starters, you can turn your social media account into a public-facing customer service center. That’ll help ease customers’ confusion. Many people turn to social media when they need help, so it’s a natural place to answer questions and give guidance.
Nike, for example, has a dedicated Twitter account it uses to solve its customers’ dilemmas.
Any update on this? I am still having this issue…
— J. Strand (@DJ_Ajaxx) September 15, 2022
Nike doesn’t only use @nikeservice to answer individual questions, though. The brand also posts general updates that act like an ongoing FAQ section. Followers can find solutions before they even have to ask a question. Which means less burden on their customer service reps.
Sometimes, people talk about your brand in amusing and positive ways. Those are great opportunities to drop in and join the conversation. Wendy’s rarely misses a chance to talk square burgers or…historical architecture?
Why the sunrooms, Wendy. Spit some history my way!
— jaxsaid (@jaxsaid) April 18, 2023
Not all social media posts are going to be positive, though. When a customer does share their disappointment, it’s important to help them quickly.
I’m not sure why @dominos has had me on hold for this long or why my food is still in “prep” an hour later but okay
— liv (@oliviafyeager) April 25, 2023
No matter which type of conversation you encounter, the key is to remember that there’s a person on the other end. Think about what you’d say to them if they were standing in front of you. Use that to help make your responses more human.
Reduce response time (and your workload)
http://dlvr.it/Sp7g5l
No comments