Understanding Social Reputation Management
Social Reputation Management (SRM) is the process of actively shaping, monitoring, and maintaining a positive public image across social media platforms. It involves thoughtfully managing and influencing the perception of a brand, individual, or organization online.
The Importance of Reputation
A positive social reputation can lead to increased trust, customer loyalty, and business growth, while a tarnished one can result in diminished credibility, public backlash, and financial losses. Reputation is not just about how people perceive you; it reflects who you are and what you stand for. It can either open doors to opportunities or close them.
In his book "Trust Me, I'm Lying," Ryan Holiday discusses how news can go viral and how it can impact public perception – fast. The only way to keep abreast of what is being said about your brand is through reputation monitoring.
Key Objectives of Social Reputation Management
The primary objectives of Social Reputation Management can be summarized as:
- Enhancing Brand Image: SRM works to develop and also promote a compelling brand image by crafting a unique branded narrative highlighting the organization's core values, mission, and vision.
- Managing Online Reviews: Online reviews significantly impact consumers' purchasing decisions. As part of SRM, monitoring and responding to customer reviews on platforms like Yelp, Google Reviews, or Trustpilot is one of the best things a company can do to keep opportunities flowing. Acknowledging positive feedback shows appreciation while addressing negative feedback demonstrates a commitment to resolving issues and improving customer experiences.
- Community Management: Crises can escalate really fast, potentially damaging an organization's reputation overnight. Effective SRM includes developing a crisis management plan and outlining steps to address and contain any negative situations. Transparency, quick response, stakeholder assignment, and a focus on resolving the issue are essential during crisis management.
- Influencer Relations: Influencers play a crucial role in shaping public opinion. This doesn't just mean TikTok or Instagram, but industry influencers in particular. As part of SRM, building positive relationships with influencers who align with the brand's values can amplify positive messages and expand its reach to new audiences.
Strategies for Social Reputation Management
To effectively enhance and manage social reputation, businesses, and individuals can use various strategies that align with their goals and target audience.
Proactive Reputation Building
Content marketing serves as a cornerstone of proactive reputation building. Creating valuable and engaging content that aligns with the brand's values and resonates with the target audience establishes thought leadership, educates customers, and showcases the brand's expertise. This type of content is normally distributed through blog posts, articles, videos, infographics, and other forms of owned content channels.
Active engagement on social media platforms is vital for SRM – prospects and customers are used to quick responses. Responding promptly to comments, messages, and mentions shows that the brand values its audience and cares about their opinions.
Developing consistent and authentic messaging is another big part of social reputation. The brand's voice should align with its values and resonate with the target audience. Thoughtful messaging enhances brand recall and establishes an emotional connection with customers.
Monitoring and Listening
Social listening involves tracking brand mentions, sentiment analysis, and monitoring trending topics related to the brand or industry. This information provides insights into public perception and helps identify emerging issues. Social media listening tools are the preferred way to avoid potential reputation threats.
Monitoring online reviews and feedback is another aspect of SRM. Using gated or non-gated review systems and addressing customer reviews, both positive and negative, demonstrates a commitment to customer satisfaction and quality service. Incorporating customer feedback into the product development process can foster customer trust and loyalty.
When it comes to social reputation management, there are several companies that have excelled in their approach and achieved remarkable success. Here are a few examples of companies that have effectively managed their social reputation:
- Adobe: Adobe has had its share of reputation crisis'. But it's built a strong social reputation by actively engaging with its customers through social media platforms. The company uses Twitter, Facebook, and LinkedIn to address customer concerns, provide updates on product developments, and offer customer support. Adobe has created a positive image and enhanced its reputation by being responsive and transparent.
- Zappos: Zappos is known for its exceptional customer service, and it extends this commitment to social reputation management. The company actively monitors social media platforms for customer feedback and addresses any issues promptly. Zappos also encourages its employees to engage with customers on social media, creating a personal and authentic connection with its audience.
- Coca-Cola: Coca-Cola has successfully managed its social reputation by leveraging user-generated content and creating viral marketing campaigns. The company encourages customers to share their Coke experiences on social media using hashtags, which not only generates positive buzz but also helps Coca-Cola understand its customers better. By embracing user-generated content, Coca-Cola has strengthened its brand image and engaged with its audience effectively.
- Airbnb: As a platform that heavily relies on user trust, Airbnb has prioritized reputation management, especially in the aftermath of certain PR episodes. The company actively monitors social media platforms for any negative feedback or concerns from both hosts and guests. Airbnb also provides a platform for users to leave reviews and ratings, creating a transparent and trustworthy environment. By addressing issues promptly and implementing user feedback, Airbnb has built a strong social reputation as a reliable and safe platform.
- Nike: Nike has successfully managed its social reputation by aligning itself with social causes and creating impactful campaigns. The company has taken a stand on issues such as racial inequality and gender equality, which resonates with its target audience. Nike's "Just Do It" campaign featuring Colin Kaepernick, for example, received widespread attention and generated both praise and criticism. However, by standing firm in its values, Nike has reinforced its reputation as a socially responsible brand.
These examples demonstrate the importance of actively managing social reputation and the various strategies that can be employed to achieve success. These companies have effectively enhanced their social reputation and built strong customer relationships by being responsive, transparent, and aligned with their target audience's values.
Social Reputation Management is indispensable for people, businesses, and organizations seeking to maintain a positive public image. By understanding the significance of SRM, setting clear objectives, and implementing effective strategies, entities can navigate the complexities of social media and online communities while safeguarding their reputation.
Building a strong and positive social reputation involves proactive reputation building, engaging with audiences through social media, and thoughtful messaging. Equally important is monitoring online conversations and reviews, addressing customer feedback, and promptly managing crises when they arise.
Reputation can shape social standing, job prospects, life opportunities, and relationships. By maintaining a positive reputation, individuals and businesses can enhance their personal brand, open doors to new opportunities, and foster healthy, beneficial relationships. Remember, reputation takes years to build but just moments to shatter. So, handle it with care!
Citations and Further Reading
- Reputation Management: The Key to Successful Public Relations and Corporate Communication by John Doorley and Helio Fred Garcia. A comprehensive resource on reputation management, covering concepts, strategies, and case studies relevant to managing reputations in today's world.
- Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing by Danny Brown and Sam Fiorella. This book delves into influencer marketing and its impact on brand reputation and social media strategies.
Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization by Olivier Blanchard. Provides a guide to measuring and managing the return on investment of social media activities, with a focus on reputation management.
Trust Me, I'm Lying: Confessions of a Media Manipulator by Ryan Holiday. While controversial, this book offers an insider's perspective on how media can be manipulated, which is critical for understanding the challenges of managing online reputations.
Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff. Discusses the impact of social media on business and communication, offering strategies for engaging with online communities.
About the author
Kent Campbell is the chief strategist for Reputation X, an award-winning online reputation management agency based in California. Kent has over 15 years of experience with online reputation management, Wikipedia editing, review management, and strategy. Kent has helped celebrities, leaders, executives, and marketing professionals improve the way they are seen online. Kent writes about reputation, SEO, Wikipedia, and PR-related topics, and is an expert witness for reputation-related legal matters.