As online conversations grow and spread, there's a good chance people are "talking" about your brand using the tools of social media. But how can you find out what they're saying...and how should you be responding? In this workshop, Christina Kerley ("CK") of ckEpiphany Marketing educates and empowers you by connecting the dots of how to monitor what people are saying about your brand, how to leverage their talk to grow relationships and revenues and which techniques to use in responding to positive and negative feedback--as well as tips for engaging brand advocates. All this talk = a lot of opportunity.
Why Monitor Online Reputation
CK begins by discussing why you should be monitoring what people are saying about you online. The blogosphere has become a huge customer service channel. Many times customers will provide feedback via blogs and social media that a company can use to their advantage... if they are listening to the conversation.
CK then shows us a real case study where some people were not too happy with
Comcast. The site was called Comcast Must
Die! This forced Comcast to listen and finally take action in fixing the
problems people had become so upset about.
In another example, a blogger ended up getting 7500 free air miles from American Airlines after complaining about them.
On the positive end, a blog called Rei's Pieces gave kudos to Yellow Tail wines.
So it can go both ways. What's crucial for companies is that they need to be monitoring the good and the bad of what is being said about them online.
Tools To Monitor Online Reputation
Next CK points out some free tools that will help you to monitor your online reputation.
Some of the keywords you want to include when using these tools is company
centric keywords (i.e. trade names, product names), competitor centric keywords
(i.e. trade names, product names) and areas of interest.
How To Respond
When receiving favorable feedback...
When receiving unfavorable feedback...
Remember, work to build an audience, but first listen to what your audience is
saying. Keep listening, learning and participating, Rinse and repeat.
Note: These are raw notes taken while live-blogging sessions at the Small Business Marketing Unleashed conference in Columbus, Ohio. Please excuse any spelling or grammar errors.
David Wallace is CEO and founder of SearchRank, an original search engine optimization and marketing firm based in Phoenix, Arizona. He is experienced in search engine optimization and marketing, pay per click and pay for inclusion management, directory submissions and web site design usability. David is a frequent contributor to various search engine related forums, an active editor of popular directories such as GoGuides.org, Joe Ant and Zeal and has had several articles published on industry related sites. Since 1997, David along with his company have helped hundreds of businesses both large and small increase their search engine visibility and customer acquisitions.
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