Navigating Social Media as a Brand and Maintain a Positive Reputation
Social media has fundamentally changed the way we view the world and how brands are perceived. For brands, it’s like an open battleground where businesses have to put in the effort to maintain their visibility, and one slip-up can have big consequences. Nonetheless, social media is a chance to stand out.
However, many companies may still fear entering the social arena since it’s not as easy as it might look. It requires lots of time and effort to build brand awareness. Here are some tips how to navigate the social medium as a brand.
Social media, when properly used can be a valuable tool. Set up a strategy including what, when and where to post. Don’t only highlight your product, but also share the story behind it. Place emphasis on the quality of your communication and message. Finally, always analyse your performance, and ensure your brand is building a positive image on social media.
Consistently sharing interesting content can help you gain trust and credibility. As your brand gets some recognition, you can focus on brand reputation to maintain the image and meet expectations.
Social media is about conversing with people. You need to build a rapport with dialogue. To keep up and be a responsive brand, you need to consider the following:
- Do you have a schedule of duties for your team? What happens to messages, comments and reviews left over the weekend?
- Do you have a crisis management action plan for social media? Do you know what to do, and have people responsible for immediately responding to a potential outbreak of negative mentions?
- Will you set up KPIs for response time? Customers have very high expectations when it comes to responses social media.
Social listening is an important aspect for social media management. At the same time, monitoring brand mentions should not be limited to social platforms and brands must keep an eye on mentions on the whole internet.
Monitoring mentions can prevent a crisis, or identify brand ambassadors you may have missed otherwise. Brands can also gauge overall sentiment and the places where your brand is mentioned the most.
Online reviews have become the default format for social proof. People gauge the quality of a product based on reviews. Thus, answer all of them, whether they appear on Facebook, TripAdvisor or Booking.com. People are more inclined to leave negative reviews than leave positive feedback. Make sure to address all negative reviews and answer their doubts and requests. Don’t take a defensive stance, and try to quickly resolve issues. You can turn complaints into an amazing customer experience.