If your brand has a strong online reputation, it doesn’t mean you can’t influence the narrative. You can constantly improve your company’s public image with the correct data. When it comes to building a strong brand reputation, you need both major and little acts.
An ever-growing number of events may adversely affect your brand’s reputation at any one time, from a failed NFT launch to a spokesperson who’s in the limelight for all the wrong reasons. New communications challenges and possibilities arise when you combine that with social media, which can either feed the flames or extinguish them.
To succeed in this new environment, you’ll need a set of tools that incorporates social insights. To influence how your audience perceives your brand, use data from listening, competitors, and reviews to fuel your plan.
This is how it’s done.
What does it mean to manage a brand’s reputation?
Maintaining and improving your brand’s image is the goal of reputation management.
A person’s reputation might take years to develop, but just a few seconds to ruin it. When even the smallest details go wrong, it may have long-term ramifications on how your audience perceives your brand. Reputation management for brands provides communications professionals with the knowledge they need to keep their brand’s story in their hands.
When it comes to brand reputation management, smaller enterprises typically didn’t have to worry about it in the past. Word-of-mouth now has the ability to spread across vast distances in a matter of seconds. Local firms might find themselves in the heart of national debates due to unanticipated circumstances.
Brand reputation management methods must be tailored to firms of all sizes because of this.
Reputation management’s three foundations
The relevance of a brand’s reputation has been transformed by social media. Thanks to this, brand reputation management has also seen a transformation. Listening, competition, and review data are three pillars of social insights that may support your strategy. They provide real-time data to help guide your plan, so you can rapidly discover what is working and what is not working..”
Playback of sounds
The largest focus group in the world is on social media. To better understand their target audience, companies, and sectors, marketers may use social listening.
Your social media mentions are simply a small portion of the criticism, concerns, and praise that your customers and followers offer on social media. You get the whole pie when you use social listening. These findings can aid in the development of your brand’s reputation management strategy in a number of ways. Firstly, they can point up potential avenues of action. Customers’ long-standing desires may be identified and addressed with the use of social listening insights.
Additionally, the information contained in this report can be used to help reduce the likelihood of future problems. By gaining access to all of the conversations surrounding your brand, you’ll be able to identify any potential problems before they arise.
Use the social listening tool from Sprout to monitor the discussions about your business and make sure you’re gaining an appropriate and positive proportion of the conversation’s voice. To better understand what’s going on and why, use it to monitor drops and rises in brand sentiment.
a list of competitors
Social data helps marketers remain ahead of the curve, according to a survey of 91% of marketers. It is possible to learn about a rival brand’s consumer loyalty and product flaws by analysing social media data.
Competitor data demystifies where you are in relation to your industry as listening data demystifies your audience.
A wealth of data may be mined from your competitors’ social media accounts to improve your own brand reputation management plan. You may get an advantage over your competitors by doing regular social media competitive evaluations, which can reveal possibilities to outperform industry norms.
With the fundamentals of competition reporting down, you can utilise a social listening platform to add share-of-voice data to your research. Using share of voice, you can determine the extent to which your brand is influencing the discourse in your sector.
Analyze the collected data.
The beast of online reviews is a difficult one to tame. People use online review sites to voice their opinions on a wide range of topics, including products, services, restaurants, hotels, and more.
Marketers must monitor a plethora of review sites, such as Yelp, Glassdoor, and others. While it may require some time and effort, the benefits far outweigh the inconvenience. Your consumers may tell you exactly what they like and what they don’t like about your products and services through reviews.
For faster time-to-insights, centralise all your reviews in one place using your social media management solution. A short search of good and negative reviews can help you find patterns that will eventually guide your brand reputation management plan.
The five-step process for developing a reputation management plan for your brand
In the world of marketing, your brand’s reputation doesn’t exist in isolation. Your brand’s reputation can be positively or negatively impacted by customer satisfaction in every sector of your company.
You need a brand reputation management plan that facilitates proactive reactions to cross-functional risks and opportunities if you want to maintain control of your brand’s story. What you need to do is follow these five steps:
Step 1: Take a look at your brand’s present standing.
When it comes to your brand’s strengths and shortcomings, you can’t tell for sure until you look into your audience data.
Unlike other reporting methods, this one isn’t as simple. When it comes to providing feedback, customers have a plethora of choices. Despite the fact that social media is the most popular option, it doesn’t mean you should overlook other options.
Complement your conclusions with information from the following sources once you’ve examined your listening, competition, and review data:
Social media messages: What type of comments and DMs do you get? The ratio of inquiries, complaints, and compliments should be studied with your social media staff.
What methods does your organisation use to gather feedback from customers? Identify recurring themes from surveys, customer advisory boards, and other market research efforts, such as the net promoter score (NPS).
Data from the Help Center: Complaints about your company’s products or services are handled in what manner? Inquire about recent customer service reports from your support staff if you’re utilising customer support software.
Make a list of hazards and opportunities for your brand’s reputation as you go through the data.
Step 2: Include all parties involved.
A company’s reputation management is not a one-man show. Customer happiness may be influenced by every department in the company. You need to work with others if you want to make a real difference.
Identify which colleagues should be engaged in the development of your reputation management plan by reviewing your list of risks and opportunities. They could be specialists in marketing, public relations, and other such fields. Consider whose job it is to oversee the processes for receiving and responding to compliments and criticism. It’s crucial to get the ball rolling with a kickoff meeting once you’ve settled on certain important players.
Share and discuss the results of your initial brand audit at this time. After this discussion, you should have a plan in place for how you intend to manage your company’s image.
Set up a system for regular monitoring in step 3
Managing a company’s public image is a fluid process that can alter at any time. If you want to stay up with customer opinion, you need to keep an eye on what people are saying about your company on social media.
The frequency with which you evaluate your brand’s image Depending on your sector and current events, KPIs might vary. Setting aside some time each week should be good if things are stable. You may want to start each day with a brief check-in to make sure you aren’t missing anything if current events are shaking up your sector.
Create a crisis response strategy in step four.
A crisis plan lays out how your company will respond in the case of an unexpected catastrophe.
It’s hard to be fully prepared for all crises, as they occur in a variety of shapes and sizes. In the case of a crisis, understanding who is responsible for what may help your firm respond swiftly, reducing the risk of long-term brand harm.
Keep in mind the following emergencies as you’re preparing your plan:
Whether it’s a bad product launch or a flood of poor reviews, you need to be prepared for the unexpected.
Errors by a branch or employee: As a business, you must be prepared to handle client complaints that name a specific person or location.
Outages on a website or platform: Your consumers will be left in the dark if your service is unavailable. Having a strategy in place that utilises all communication channels (social media, email, etc.) may help your team feel more confident as they work to address the problem.
As a result of global calamities and crises: You may have heard that this is a new era. Brands are expected to respond to current events in a timely and elegant manner by their customers.
Some crises are more likely to occur than others, depending on your company and sector. Identify the risks you identified during an assessment of your brand’s reputation and design an escalation management strategy to inform key stakeholders of what is expected of them.
Finally, take advantage of chances to enhance
Brand reputation management is more than simply risk mitigation. A lack of use of your brand strengths might be a missed opportunity for your business.
A successful campaign or piece of content may serve as a guide for the development of future campaigns and material. For instance:
If your product or service consistently receives positive feedback, include it into a user-generated content campaign.
Create a Listening Topic around a cultural moment that is gaining traction with your audience to figure out how to effectively participate in the conversation.
Keeping an eye on your rivals’ internet reputation might help your sales staff focus on the unique selling propositions you have to offer.
Distribute your findings to your team as you discover what works best for your brand and audience. As a result, more coworkers will be able to protect the reputation of the company they represent.
The management of a company’s brand reputation is the duty of everyone in the organisation.
The good name your firm has in the marketplace benefits everyone who works there. Shortening sales cycles, reducing time to hire, and keeping clients loyal are all benefits of a strong reputation.
Everyone must understand the benefits of your brand reputation management approach if you want them to buy into it. In order to help your coworkers get closer to their goals, create a social listening insights deck using this template.