First, and most obviously, portraying a positive work experience at your company is important for recruiting. When people consider applying for employment at a company, they often start their research by investigating its social media feed.
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Obviously, if they get cues there that your company is a great place to work, it can influence their decision. These days people are more conscious than ever of the power they have as consumers. With more choices than at any time in history, people look beyond your products and prices. Socially conscious consumers will stay away from companies that are known for treating their employees badly. While none of these seem like they have anything to do with marketing or driving sales, they help reinforce that your company cares about people, and that makes consumers feel better about doing business with you.
Financial performance may be the trickiest of the six dimensions to promote well on social media. However, there are circumstances where some disclosure about finances can help with overall reputation enhancement. Most obviously, if your company has a great, profitable year, social media can be an appropriate place to crow about it. People like being associated with winners and like brands that are successful, as they probably assume that such success equates with superior products and services as well as customer satisfaction.
Being as transparent as you can with your financials also projects an image of honesty and authenticity that can reflect upon you positively. Beyond that, if you are a public company, there is also value in keeping your investors informed on your financial health. Because of fast-breaking internet news and social media, executives and management at known brands are under more scrutiny than ever before. Most of us can probably name companies in recent memory that took substantial reputation hits because of highly publicized scandals or ill-chosen words from top executives.
Conversely, people admire corporate leaders who are seen as visionary, selfless, generous or outspoken on important causes, and their reputation is associated with the companies they run. Therefore, brands that want to be proactive will seek to make heroes of their leadership.
One way to do this is by encouraging the heads of your company to become online thought leaders, regularly publishing insightful content or even interacting via social media. Of course, this has to be done with wisdom and discernment, and an executive new to exploring the thought leadership realm would be wise to consult with her social media team for guidance. But done well, such efforts can go a long way in making consumers feel more connected with a brand.
This is an area many larger companies once viewed with much fear and trembling, but in the social media age, the evidence is overwhelming that companies able and willing to identify themselves with important causes can gain rich rewards as a byproduct. Another example from my previous column is the household products brand Seventh Generation, which makes and sells environmentally safe cleaning products. They also are very active in funding and supporting environmental initiatives, which obviously resonates well with their target customers.
But more and more, we are seeing brands take what might be considered more controversial stands and benefiting from them in terms of reputation and even increased sales. Coming into a highly competitive market they were little noticed.
Then they began quietly featuring images of diverse couples lounging on their mattresses, including posts with a few different gay couples. As might be predicted, these posts attracted a few negative comments, but they were overwhelmed by positive reactions from people who support equality. As you can see, taking a strong stand on a social issue, even a potentially controversial one, can result in actual sales and new loyal customers. A growing number of customers seem to want to be identified with brands they believe are making a difference in society and will vote with their dollars, even when there might be viable competition.
How have you used any of these six dimensions to enhance the reputation of your brand in social media?
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Let me know on Twitter at marktraphagen , and be sure and tag marketingland into the conversation! Opinions expressed in this article are those of the guest author and not necessarily Marketing Land.
Reputation Management - Brand Management | Reputation Rhino
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taylor.evolt.org/buvyw-para-solteros.php Mark Traphagen on May 16, at am. About The Author. Mark Traphagen. And, most importantly, how can we — online brands big and small — fix the problem? Keep reading to learn more. There are plenty of things that can go wrong in a customer interaction — but in the minds of customers, according to the 2, surveyed, the worst offense is a customer service mishap. Over half of respondents said they were likely to complain publicly if customer service did a poor job resolving their product or service issue. The good news here is that with so many people contacting customer service before posting negative reviews, companies have an opportunity to head off the negative feedback before it goes public.
When a customer leaves a negative review, rages at you on Twitter, or writes a scathing blog post, what should you do? To figure it out, we asked our survey respondents what they hoped to accomplish when they complained about a brand. Did they want a refund, an apology, to affect brand policy, or to put that brand out of business? The top answer is a simple and a rather good-hearted one: Most customers leave negative reviews to save others from having the same experience. The good news about this answer is that, yet again, customer service can save your reputation.
And when you fix the problem? People are likely to remember and mention it in their review. They may even go back and edit a review to reflect their new experience. According to research, 70 percent of people whose customer service complaints are resolved in their favor will do business with you again. Other common reasons for bad reviews include a desire to see more honesty and forthrightness about fees and policies, to get a refund, and to affect company policy for future transactions. If your customers are primarily female, keep in mind that company honesty is even more important than a refund , and a sincere apology from your customer service staff is more important than a policy change.
For a primarily male customer base, the order of importance is reversed. We know that bad customer experiences are terrible for business … but just how bad are they?
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According to our survey, it takes more than one bad experience to turn consumers off for good. Which customers are most likely to get fired up and leave you a lengthy negative review? The most likely group to forgive and forget was men in their 40s. The least likely group? Women in their 60s.
We split our data by gender and found women were slightly more likely than men to lodge a public complaint.
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Women also tended to remember their bad customer service experiences. Customers are most likely to complain online after a bad customer service interaction. Women hold a business grudge longer than men.