How instant notifications can save online brand reputation
"You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all of the time". The wise words of poet John Lydgate nicely describe why nobody, individuals and businesses alike, can be completely sheltered from negative opinions towards them. With the prevalence of social media and user generated content, such negative public opinion can spread within a few minutes and across the globe, with catastrophic effects on brand reputation.
So how can businesses manage to put out a negative PR fire before it really starts burning?
It turns out that a well-planned crisis management strategy can actually resolve a negative occurrence in its infancy, before it gains media traction and gets out of hand. Social media monitoring tools allow companies to listen to social conversations in real time and to be notified instantly of any mention that could cause bad buzz. You can monitor mentions about a brand, person, campaign or event and see all results from one dashboard that includes all relevant sources: online news sites, blogs, forums, Twitter, Facebook, YouTube….
Filter results for real-time relevance
For agencies that manage multiple accounts and for brands that people talk about a lot online it may be difficult to actually read through every single conversation that mentions them online. Effective filters are a life saver in these cases as they effectively cut out the conversations that are not relevant in this context to highlight only those that pose a potential threat. The key here is to determine what risks the brand is subject to. For example an airline will want to keep an eye on customer complaints as well as focus in on specific keywords that represent risks to brand reputation.
Applying these filters will instantly result in your dashboard displaying only the complaints and negative mentions in real time, so that you can respond to them quickly.
Customized email alerts
Setting up email alerts allow you to receive notifications directly in your inbox, which can be especially practical when you are not in front of your computer for example. Set up your risk scenarios so that you:
1. Receive alerts when set keywords and phrase are mentioned online
This way you can see where those keywords are mentioned, what the context of the conversation is and decide if and how any response is required.
2. Get notified when your brand is being talked about more that normally
Why are people talking more about your brand at the moment? What are they saying? A simple email will give you a snapshot of the situation.
3. Receive email alerts that are relevant, timely and effective
Decide how often you want to receive alerts, in what format (e.g. RSS, Word), for which keyword, and who in the organisation should receive them simultaneously.
Track influential sources closely
Are there any industry specialist bloggers or subject expert journalists who can change public opinion and perceptions of your brand when they express their views? You can use social media monitoring tools to track these influencers closely. Define panels that group together specific websites, key media, journalists and bloggers that represent sources of social influence. Make sure that you are alerted as soon as they mention your brand or talk about a specific theme that could be a risk for your online reputation.
Being aware of each potential threat to your online reputation at the time it happens is what allows you to react quickly, stop negative buzz and even to gain praise for caring and for being engaged. It’s essential to keep an eye out for any new theme that might present a risk so that you can get alerted on it. Ask for feedback from stakeholders and integrate new keywords and alerting needs to your monitoring and reputation management efforts.