• A BLOG ABOUT MARKETING, SOCIAL MEDIA, AND ANALYTICS

    A BLOG ABOUT MARKETING, SOCIAL MEDIA, AND ANALYTICS

Since almost half of the world’s population has access to the internet, people have the power to talk about your brand and affect your public image. It may be affected either positively or negatively, however, the most important thing here, is recognizing that no brand can escape from being criticized by its customers. Moreover, customers have the right to freedom of opinion and internet has brought innumerable ways for everyone to express their views on anything.

Therefore, being aware that your brand will always be in the spotlight is a step forward for those who want to get into the art of managing reputation in any way. Once you state it as a priority, you can start to follow these simple but very effective tips that will definitely help you to monitor, control, and turnaround negatives in brand loyalty.

  1. Be proactive instead of reactive: as an alternative to waiting for things to happen, you must want to know what your customers are talking about your brand. The continuous measurement of their level of satisfaction regarding your brand is the beginning of your strategy. At first, brand monitoring process sounds challenging for almost everyone, when trying to gather on one page all the comments that a brand can get every day through its social media platforms. On top of that, you may want to analyze all this information and get some clear trends to work on it. However, the existence of very useful tools such as Mention, Social Mention, and Brandwatch  can help you to easily do that, even if you are a beginner in the field. These sources are for nothing complicated to use, they will only ask you to register so they can track your business’ exposure, and in only seconds they will give you valuable insights about your performance.
  2. Response time matters: in the case of having a complaint from a customer on your social media platforms, you must reply as fast and polite as possible. If the matter is time to manage all your costumer’s feedback, you can use powerful social tools like Hootsuite to save time supporting your clients. You do not want them to become impatient so they will unleash a wave of negative comments against you. This is the case of British Airways when a customer asks for support regarding lost baggage but the airline does not give a prompt response, so the customer clearly criticizes their support service hours on Twitter.

Source

  • Another important factor to consider when you are facing criticism is the politeness on your answers. It will determine how your clients see you and how well respected you are among your customers. Here is a basic tip, if you cannot instantaneously solve the problem you must get in touch with them, using a phrase like “We are aware of the problem”, “thank you for letting us know about it”, or “we are working on it and will get back to you as soon as we can”. However, there is an exception when your clients use defamatory language or false information, only in this cases, comments can be considered as illegal and you can decide between delete  them or using SEO techniques to minimize their reach.
  1. Turnaround your bullhorn to actively listen to your customers: by using marketing intelligence for your business, you can actually take advantage of your critics and learn how to improve your weaknesses. Most of the time, your detractors are not competitors or illegitimate aggressors, in fact, they are your customers who have bad experiences with your services and products. Consequently, in order to improve the quality of your offers, you must pay attention to these signs, analyze them and use them through the decision-making process in determining marketing opportunities and strategies. So track your brand name’s mentions and bring the issues to your development team so they can early fix those issues.social media 2Source
  2. Create a customer complaints service platform: the benefits of having a specialized section on your homepage to address customer objections are valuable for you and your clients. First of all, you can have a direct channel to manage person to person all the possible issues, bringing prompt and efficient support to your customers. In addition, your clients can reach you quickly and they will have more chance to explain the situation without limit characters. Finally, once your clients get used to managing this source for their complaints, you will about discussions that can turn into a personal conflict.

  3. Make sure that everyone in your company follows your brand values: employees and directors must recognize the importance of being representative of your brand, so the audience will pay attention to them too. CEO’s reputation affect how a company is portrayed in the media, for example, the case of GoDaddy CEO Rob Parsons who was extremely criticized by releasing a video of himself hunting and killing an elephant in Zimbabwe. Even though, he later explained it by saying that elephants destroy crops in the area and because of that people die each year from starvation. There was a viral response against Parsons, including PETA who launched a camping encouraging people to close their GoDaddy.com accounts and send an email to him to express theirs disagree.online reputation managementSource
  4. Learn from your mistakes and be radically transparent: nobody is exempt from making mistakes and the most important thing is how well you overcome them. To wisely manage mistakes on the social media you must face them by being clear, humble and giving a real solution to those who were affected. Using phrases like “We want to offer our most sincere apologies…” “We kindly ask for your understanding and patient…” will help you to smoothly approach your injured clients and take the best results from those situations. This is the case of the Volkswagen scandal on social media when the company was accused of violating its CARB and EPA emissions standards. However, they replied with a well-prepared camping recognizing their culpability and ensuring remedy the problem.online-reputation2Source 

     

     

    This concludes the practical guide, now you just need to follow this tips to conduct your brand’s reputation as well as you do with your own. Keep in mind that if you do not work with your social media, the social media will work against you, so start searching for how people perceive your company and be able to improve it no matter your particular situation.

    About the Author: Cristina Perez, Marketing Specialist in Social Media Analytics. Post-Graduate Student of Seneca College, providing useful information to help marketers to discover a world of opportunities.

 

 

Read more

social media mobile version

Whether a small niche audience or a large community with thousands of readers, what essentially matters for bloggers is to make higher and better the engagement rate of their audience. However, in order to understand what makes today interesting to read a blog post? We have to start from analyzing, how the blogging world has changed from its launching to our days?

The first blog appeared in the late 1990s when it was considered a leisure activity of sharing thoughts, passions, and personal dreams, later on, it became a platform for creating content about common hobbies and interests. Then in 2016, blogging continues to evolve to a more mature stage where qualified content is being distributed for business and individuals purposes.

 Indeed, bloggers today are not only writers, instead, they want to improve the experience of their readers by putting together text, images, videos, powerful networks and the skills to generate value for their audience, advertisers and themselves. Blogging today seems like it can communicate work experience since bloggers are well-educated, according to a research by Nielsen 7 out of 10 bloggers have gone to college, a majority of whom are graduates. Source

Today´s consumers rely more on information and advice from blogs while they make decisions before purchasing either online or in store. Therefore, the quality of the content should be the most appealing possible so it guarantees the effectiveness of the post. These followings keys are the must have in a blog post that every blogger should keep in mind.

  1. Planning is always a good beginning: it doesn’t mean that bloggers are fake writers, indeed, planning is one of the most important steps of preparing your blog post. It is the best way to avoid an incorrect writing style, within the not connection between sentences and paragraphs, and even for masters, it is extremely necessary. You can start by drawing a sketch and it will be easier to erase and add information as much as you want, actually it will help you to save time and to ensure better results.
  2. bloggingReinforce your opinions by doing research: people want to believe in your expertise, but as a good expert in your field you have to show that your thoughts are very objectives far from possible bias. To make sure your thesis can be useful for all your audience you have to prove with facts the veracity of your information, so your audience can perceive the deep investigation and efforts your implement to create valuable content. Of course, for each data you use you should cite the source as a sign of respect to the copyrights regulations.
  3. Write extremely useful content: even though blogger are free of thoughts and opinions readers should be the considered before creating content, so you have to know who your readers are? What do they like to read? What are their needs? Then you become an expert knowing your audience and the possibilities of matching their expectations are simply higher. Once those questions are clear, you can choose the topic and explain the methods that will help your reader to solve his problems and achieve his objectives. Try to be the most explicit possible, the most common mistake for bloggers is assuming that concepts are too obvious that don’t need any extra explanation
  4. Be an authentic writer: the uniqueness is the most attractive attribute nowadays, people don’t want to waste time reading the same articles day to day. Blogging is exactly the perfect place to friendly give our opinions and share a world of information. The only reason to buy a book is because you haven’t read it yet.
  5. Write in common-sense style: write in a way that speaks to your reader avoiding complex terminology that can make your audience leave your page. Most of the time when people read a blog they are not looking for a university lecture, they want to know from people like them the alternatives to their concerns. The essential strategy here is KISS Principle (Keep it simple, stupid). However, be aware of using a smooth writing tone, in the majority of the cases people who read a blog post are looking for positive lectures as self-help, so you have to be careful with the tone of your words evading aggressive or disrespectful content. You can always express disappointment without swearing and it will demonstrate your professionalism and objectiveness.
  6. Use powerful titles: the same simplicity rules apply for titles, the clearer it is the most attention-grabbing it will be for your readers. In addition, short titles are also good for search engines optimization, so that it will help people to find you easier which clearly improves your online exposure. To do it properly use no more than 60 characters and you will ensure the whole text is shown in search results; as well, take your time writing titles, most of the time blog posts are very good in content but because poor titles they don’t get the attention desired.
  7. Employ exciting words for your titles: you can always use words like for example ¨How To¨, ¨Make it easier¨, ¨The best of¨, ¨The 5 keys of¨, to make your audience go straight to your page instead of browsing on the internet. However, something important to take care is the compatibility between the title and the content, you don’t want to fail at this point because when readers don’t get what they expect after clicking on the title, the consequences have not reverse. Basically, they won´t click on your blog anymore.
  8. Make your blog post scannable: yes, millions of people in the world enjoy reading blogs, but it doesn’t mean that all of them are willing to spend hours going through a post, even more, when they are using a smartphone to do it. So to make sure your reader is motivated and exciting about your updates you want to make your posts easy to digest. In fact, using bullet points, different types of fonts for more relevant words, flows, pictures, and videos, all of them are tools that can make your content wide more understanding and easy to follow. And at this point, I will like to make special emphasis on the incorporation of high-resolution images, design elements, and videos, since they can totally improve the engagement rate of your readers, according to a research, content with relevant images gets 94% more views than content without relevant images. Source
  9. visual brain marketingWatch out for spelling and grammar mistakes: elementary but certainly, more difficult to do if you are writing in a foreign language, but to be a blogger this is an asset without a doubt. As it was mentioned before, blogging is an activity that every day becomes more specialized, followed by a critical mass that will not forgive the most simple mistake. To avoid this sort of issues make a friend to review your work before posting it, even you can use interesting resources such as Grammarly.com which is also a free tool and it will help you to correct your text.
  10. socialmediaAvoid repetition: part of sharing interesting content is to make every single word valuable for the reader, but when you fill your page with redundant content it causes your audience to feel that it is boring and a waste of time, so you will lose them. Every writer has a word that naturally comes and it is so difficult to get rid of it, but the secret is identifying that word so you may be more conscious while writing and you can always recheck and replace it by using synonyms.
  11. Link your blog with recognized sources: being related with certificated sources worldwide recognized is a smart strategy to build credibility and positioning. Here is a good tip, use links from the government, public and private companies, and experts in the field that you want to write about, but do not overuse them so it may be interpreted as a spam.
  12. Make a good closure: it is the icing sugar on the cake and so it needs to be very powerful in order to make a positive effect on your reader, as a book or a movie does. To do it properly you have to include a brief of the main aspects of your writing, and give to your readers and invitation to share and comment your article, as well as an idea of what may be your next topic ¨intrigued advertising¨ so they will keep checking your updates.

The most beautiful part of blogging is that you can positively influence others, and even better, it has not cost. So, get confident to start, with this 12 tips you are very close to be an inspiring writer, keep in mind authenticity, meet your readers so you can target them and create appreciated content, planning your thoughts and do your research, use pictures and videos relevant to the topic as a humans we learn more effectively by seeing than by reading, use keywords and powerful titles, avoid spelling and grammar mistakes, avoid redundancy, use recognized sources and links, and don’t forget your conclusion.

If there is an aspect that was not covered and you have a question or you want to contribute to this topic, please leave a comment and I will more than happy to answer them as best as I can.

Now let´s grab a pen to start sketching your next blog post.

Read more