Tonywright pubconaustin2014-reviewsmanagement
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Reputation Management including reviews management and monitoring
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Tonywright pubconaustin2014-reviewsmanagement
- 1. Monitoring, Response and how to handle Reviews Presented by Tony Wright CEO/Founder WrightIMC
- 2. The thing about monitoring… • There are literally hundreds of tools – from free to very expensive • Beware of relying on any data gleaned from “automated sentiment” • No tool is perfect. You catch the “90%” that counts • Monitoring the SERPs can be done through ranking tools
- 3. Creating a formula for online reputation • Items to consider – Reach of the venue – Influence of the poster – Tone of the content – Follow-up on the post (watch for on-topic vs. off topic) – Viral effects
- 4. When to respond • This really depends on your brand and resources • Reaction to every mention requires continued reaction to every message… – If you start and then stop, you can damage your brand – Set proper expectations for your followers – and be prepared to do customer service via social media channels
- 5. Review Management • No matter what stat you read, know this…unhappy customers are more likely to complain online • The goal of review management is to get the happy customers to talk – Review Portals – Staff Incentives – Staff Education – Beware of TOS • What are you doing to make your customers actual Fans?
- 6. Review Management – Social Media Policy • Do you have a Social Media Policy? Do you have more than 10 employees? – Are you in a regulated field that requires compliance? • Do your employees know your social media policy? • How do you enforce violations of your policy?
- 7. Review Management – Educating Employees • Every employee, contractor and vendor can have an affect on your reviews – The janitor can illicit a negative review as easily as the CEO • Management needs to make employee education on social media a priority • Good customer service won’t keep negative reviews from happening, but it does help stem the flow
- 8. Review Management – Content Marketing • Creating content that positions your company as a thought leader can solicit positive reviews. • Videos, articles, advice from experts all contribute to the overall brand image, as well the reviews • Content marketing also helps your SEO