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Maintaining a positive brand image and reputation is essential to any company, and marketers are utilized to engaging content to ease and bolster this particular aim and drawing on their experience to create robust.
But a brand image has been demonstrated how do you go about protecting it and keeping it?
In today planet, the dialogue between customers and brands is more dynamic – and transparent – than ever before. We like speaking to and on the brands and companies we care about, frequently via networking, discussing goods and services .
These highly visible conversations are occurring 24/7, developing.
Maintaining control of those conversations and forums present real challenges for marketing professionals, although this type of commentary may be a way to amplify brand messaging.
As one of the UK’s leading standing agencies we have been monitoring the effect of those postings for decades.
In 2014, we found our very first group of Business of Reviews research considering how UK brands and marketing departments were being affected by the issue of reputation management in all its forms.
It revealed the scale and impact of the content online but equally importantly, highlighted fears and doubt over how to tackle this for marketers.
Our recently-released 2016 follow up shows the problem is here – fuelling concerns about how to create and enforce a review strategy that is great.
So almost one in three (31%) of those requested admitted that finding methods to track and handle negative articles is becoming more and more important for their client service/marketing strategy. Because of this they are currently looking to invest greatly in this area.
Sadly, another one in eight of companies and the UK manufacturers that we spoke to are leaving themselves open to attack by not needing any kind of plan in place.
And as the 2016 research reveals, of ignoring this possible advertising time-bomb, the results are huge.
According to our statistics, the number of supervisors who feel bad reviews possess the capability has climbed from 17 to 21 percent with more than half affected by negative reviews in the previous 12 months.
It is important to admit feedback publicly but move to Go over issues in-depth in the public eye
Especially, 52% experienced a commercial slump because of unfavourable remarks posted about the newest online, while 47 percent have seen their own brand struck by malicious articles and trolls.
How should advertising professionals respond? What is the best method to devote time and resources to handling the problem? And is expert help always required?
Igniyte proposes taking the following first steps:
1. Ensure continuity of reaction across all channels
With opinions coming in from resources such as direct mails, public forums and social media, it’s vital to ensure customers receive a consistent response – adopting exactly the same tone of voice regardless of how they approach you (by way of instance, whether they have contacted you through email or openly via Twitter).
This reinforces a feeling of continuity and a brand image that is professional.
2. React in a timely matter
To stop negative comments escalating team members respond utilizing the brand’s tone of voice.
An angry client who posts through a platform such as Facebook is likely to post follow up content should they are feeling ignored. This raises the chances of different clients reacting fuelling the fire.
A speedy response allow you to stay in control and will help damage limitation. A sincere apology posted on the internet when the brand is at fault, is a great starting point.
3. Consider Public vs. Private
It’s important to admit feedback but move to discuss issues in-depth away in the public eye. Asking customers to send a private message to explore their case to you is a simple method to get this done.
When issues are completely resolved, you may decide to answer to the original post of a customer, revealing that your company is proactive and prompt in addressing opinions.
4. Consider all comments
Only in extreme instances — such as where a person posts comments that are offensive or profane — should clients’ comments be deleted from view.
With all the steps above to resolve issues and instances that are close, is a way ahead; happy to acknowledge fault when things go wrong and allowing businesses to learn from mistakes and demonstrate they are aware/open to feedback.
