Nowadays everyone is connected and we spend much of our days online. Users check their social networks more than once every day. And not only social media platforms, people surf into reviews, ranking apps, forums where everyone shares their opinion, videos, and also they follow influencers that make products reviews, share news, and personal opinions. Between all this saturation it’s hard to keep track of everything online.
Power has shifted away from businesses and toward consumers. You can carefully craft your message and then promote it but if you’re online, you have a million voices to track.
A critical first step in online reputation management is knowing what’s being said about your brand online. To do this, you’ll need to identify and monitor keywords related to your brand, products, employees and competitors.
Once you are monitoring, you have to define which messages you want to have in the conversation. The way you deliver is as important as the information you give. Think of how to do it, what fits you better? Images, text or video.
We’ve seen how brands can lose millions after a bad crisis management, and how easy one can get a bad online reputation. For example, United Airlines suffered a hard time recently after a video of one of the customers went viral. The video even reached China, and that was an important growing market for the airline. What can we learn? Once you have an alert -because you’re monitoring your brand- you have to react fast and make a good and solid statement, you need to gain your audience back and that can’t wait.
Brands find it hard to understand, how fast they need to react online. United Airlines, for example, didn’t apologize for the incident right away, they made statements without the apology, and when they finally made it, it was too late.
Any business or brand, no matter the size, can benefit from a crisis. But only if they react fast, and that’s possible when you are monitoring the conversation.