When it comes to your business, having a good reputation is very important. You want to be well-respected and earn the trust of your consumers. In order to achieve your goals, you need to closely monitor your business’s reputation. And one of the most easily verifiable ways to do this is by tracking online sentiment toward your brand.
Read on for five factors that go into reputation monitoring for your business.
Engaging in brand transparency means being open to criticism and feedback. Share important information with your public, and allow your business to grow. Use the feedback given to improve your business and generate more interest in the company. Interacting with customers on different social channels and addressing comments and concerns openly and honestly highlights your business’s transparency. This can take the form of everything from a Facebook Live where you and your team take questions from your followers, or, if you're a retail brand, perhaps a Reddit AMA to help followers get to know your team and your brand on a more endearing, personal level, as well as speak up with ideas and concerns they may have with your products or services.
People use social media to ask questions and evaluate your business. Seeing what others are saying about your business impacts whether an individual will purchase from you or not. Check your Facebook comments section or your Twitter DMs—people may be reaching out to your business through those means. Searching for your business on different social media channels shows you what people who aren’t commenting on your posts are saying about your business.
When you see posts about your business, it’s best to respond quickly, as a slow response may reflect poorly on your business. Being polite is also very important, as a negative response to a negative comment is more likely to be shared by other people, giving your business a potentially bad reputation. Social media channels such as Facebook offer reviews on how promptly you respond to customers on your page. Having “this user typically responds in one business day” or better listed on your Facebook Page boosts your image. Setting up specific guidelines within your customer-service team ensures that each customer’s concern is addressed in a timely fashion.
Many companies used to try and hide or ignore criticism, but with the widespread use of social media, it’s no longer possible to hide from your critics. Crafting genuine, public responses to the criticism can help build up your business’s image. At times, you may need to put out a press release to address criticism that has gone unaddressed. The release of such a statement should be distributed through your business’s social media channels, especially if any one criticism has received a lot of public attention. Ensure you put out your statement in a public forum that invites feedback, as it will likely be the best way to encourage your customers to interact with you on the subject.
Giving your employees the option to speak publicly about products and services shines a positive light on your business. When workers can openly speak about your company, others can feel that you’re more trustworthy as a business. Employee testimonials can be put up on social media and your business’s website in video or written format. Know your target audience and what they’d like to know about your business. Have employees focus on sharing how your business positively impacts them.