What is reputation management?
Reputation Management helps protect and boost your brand image by identifying all the positives and negatives about your organization from the online conversations. Brand Reputation is the Customer perception of your company as well as its products and services.
Why manage your brand’s reputation?
If your brand reputation is bad, no one would want to associate with your company or buy products/services from you. A brand’s reputation can make or break your practice. Just Google your name or company name and see what comes up. If what you see is unflattering then you have a serious problem at hand because you will lose the majority of prospective customers who prefer to look you up on major search engines before even coming to your website and deciding to do business with you.
Why monitoring is key to managing your brand’s reputation?
Listening to what people are saying about your company, its products or services and key personnels is the key to managing your brand’s reputation. If people are complaining about your company or product/services on social media, you want to be able to find that and take action immediately to diffuse the situation. In a hyper-connected social world, the risk of not responding to negative comments or conversations could be huge. A negative tweet or Facebook post that goes viral will do unimaginable damage to your brand’s reputation. There are tons of cases of brands getting destroyed or permanently scarred by either not responding to complaints online or responding back in a negative tone.
Let’s take the recent example of Delta Airlines. In 1985, they allegedly argued in a court case that they should pay less for a gay plane crash victim compared to a straight one. It was an old case but was recently covered by OMGFacts, a popular website, that publishes interesting and quirky facts every day. Their twitter account has 3.3 million+ followers so the Delta court case reached millions of users and thereafter, it was re-tweeted and re-posted hundreds of times across Twitter, Facebook and Blogs.
Negative Conversations about your practice can be monitored by Bellviv Professionals using Beevolve platform, which is one of our partners. Majority of our customers use Beevolve’s monitoring platform to track and measure online brand reputation. They keep track of key metrics like buzz and sentiment trends, top phrase and emotional context cloud to understand the customer perceptions about the company and how it is changing over time. Any dip in the positive conversations about your brand should be a red flag and need to be investigated immediately to understand what might be causing the positive sentiment to trend downwards
SOCIAL MEDIA MONITORING
Social Media Monitoring is one of the most crucial and unavoidable key step in managing your reputation and, growing a relationship with your customers. It helps businesses to keep up with all relevant social media activity.
So how can social media monitoring help a Medical Centre?
Be a caring organization, Listen and Engage: Track conversations in real time: What people say about your product or services and where they say it? Helps business identity target audience and the channels they use to communicate.
Engage with customers: Helps interact with customers in real-time to develop a stronger bond with their customers. The strength of the relationship with a customer can help determine brand loyalty.
Stay informed, Monitor your Competitors: Follow your competitors and amass competitive intelligence.
Share of voice: Analyze your brand health online by tracking the conversations around your brand.
Industry trend: Helps you identify emerging trends and issues surrounding your industry and competition.
Influencers: See who has been talking the most about your brand and identity those who have the potential to make the most impact online.
Share of sentiment: Drill down into conversations and analyze the tone of conversations. The phrase cloud and emotional context are great complement to sentiment analysis as it helps to identify what additional keywords are being used along with the search terms.
Conversation Management: While monitoring flag conversations that require attention. Reply instantly to conversions from your monitoring tool through your registered social accounts.
Crisis Management: Avoid a social media crisis before it spirals out of control. Social media is dominated by consumers and they are expressive about their experiences with brands.
Listening to understand what people are saying about your competition is really important. Bellviv’s monitoring platform can help you answer five questions around your competition – who, where, what, why and how.
Who is having the conversations regarding your competitor(s)? Better yet, could they be a prospective customer for your product or services?
Where are the conversations happening? Is it happening more on mainstream news websites or twitter/facebook or blogs? Where are your competitors likely spending marketing dollars to drive word-of-mouth?
Why are these people talking about your competitor? Are there specific websites, blogs or twitter accounts that talk about your competitors a lot? Is it possible to identify your competitor’s customers, brand loyalists as well as brand detractors?
What are the conversations saying about your competition? Are they praising your competitors or complaining about their products/services?
How are you doing with respect to your competition on social media? What’s your share of voice in your industry?
Figuring out the answer to these five questions will give a much better understanding of your ‘social’ competitive landscape. It will help you understand and strategize on what are your competitor’s strengths and weaknesses and help you position your product and brand better.
Monitoring your industry gives you an overall picture on the macro trends in your market.
What you should be monitoring as part of your industry:
- Conversations about your market
- Conversations about your brand or product
- Conversations about your competitor(s)
If you are monitoring everything that makes up your industry, you would get a good idea on where your industry is headed.
Is your market growing or shrinking? Is there consolidation happening in your market? Check to see if the total number of conversations about your industry is growing over a period of time or not. Check the phrase cloud to see if there are a lot of news about partnerships or M&A activity.
What are people’s perception of your market in general? Are they happy with the solutions available today? Are there any disruptive solutions that are changing the fundamentals in your market? Check the overall sentiment for your industry to see if people are happy with what’s available today. Check to see if a particular competitor or someone in a complementary industry is getting all the limelight.
What are the top issues people are discussing in your market? Does your product or offering solve the top issues people have in this market? How about creating a marketing campaign that addresses how your product/offering solves the top issues on people’s mind when they are researching your market.
Who are the top authors in your industry? Do people look up to them as industry experts? If so, is there a way you can engage them?
And if you’re looking for help, Bellviv Professionals can take the wheel for you and set up a reputation management, competitive and industry analysis system for your business.
Request for free consultation today
And we will get in touch to discuss further and set up a reputation management system for you