The 3 Rules to Harnessing the Power of Online Reviews and Reputation Management
Eighty percent of users currently engage with social media from a mobile device and that number is expected to increase to over 90% in the next few years. No wonder business’ reputations are so fragile; consumers are able to whip out their smartphones and share their opinions about a product or service at any moment. Of course, not all of these opinions and comments are negative, but it’s important to be aware of the influence of online reviews and reputation management.
First, consumers trust online reviews just as much as they would a personal recommendation. Erase the idea that people don’t believe what they see online anymore, especially when it impacts where a consumer spends his or her money. Second, consumers not only expect businesses to read their comments on social media. They want a real response.
Take a look at these three rules for reputation management on social media for both negative and positive comments:
1. Schedule time to frequently comb through social media platforms for your brand.
One of the biggest mistakes community managers make that can easily be avoided is neglecting social listening. Management tools such as TweetDeck and Sprout Social allow you to set filters that will catch any mention of your brand. Schedule a time block every day that is dedicated to combing through these filters and responding to each comment you come across.
2. Think of each comment as constructive feedback.
This information can help you improve your business and build your brand reputation. Positive comments can be saved and used as testimonials of your brand. Engaging with these comments will invite others to do the same. Negative comments give you an opportunity to learn and prove that you are a responsive brand that listens to its followers and knows how to turn criticism into a means for improvement.
3. Address every comment as soon as possible.
Although negative comments may provoke more urgency than a positive comment on social media does, it’s important to engage with both. Positive comments about your brand on Twitter should be retweeted to display on your feed to recognize happy customers. Replying to these customers across social media platforms is also important. Thank them for sharing their opinion.
Negative comments require more time and attention prior to addressing. It’s important to offer a solution to an unhappy customer’s complaint as soon as possible and an apology is usually not enough. By showing the unhappy customer that you are not only acknowledging their dissatisfaction, but you are taking action to solve the problem, proves that you are taking their complaint seriously.
Social media reputation management is very important to the success and growth of your business. By following these rules, you can harness the power of online reviews and use them to your brand’s advantage.