How Agent-cy Monitors Clients’ Reputations With Viralheat
As an executive, you need to monitor what people are saying about you online. It helps to build business. Your Marketing Manager needs to monitor what is being said about the company brand, products, services and customer service. It can support or destroy your online market position.
In the “good news” bucket, there’s relationship development. You’ll find opportunities to share other people’s content, to thank them for sharing yours (“Thanks for the reTweet”), to develop business relationships. What starts online can easily lead to phone calls and in-person meetings.
In the “bad news” bucket, there‘s reputation management. You need to deal with negative content and bad news. If you fail to monitor what’s being said about you, then your personal brand will be diluted and you’ll have to start dealing with your damaged online reputation. Actually, that’s how most people start out monitoring their online brand—when they discover there‘s bad news to be dealt with.
In organic Search (SEO) when searchers looking to confirm your professionalism find negative reviews, you are already in a bad tailspin. The good news for you and your company online brand and painful SEO results is that there is a solution.
Where to Start
As a Social Media Marketing and SEO consultant, I use Viralheat for my brands and for my social media clients; I am a daily user of “Smart streams”, which I use for all of my client’s online channels and keywords. This is where my social media management team and I monitor our client’s keywords on brand, executive, product and services find daily mentions and reply in real time.
The Viralheat Smart stream technology is the ultimate convenience tool for responding to negative social sentiment. If you haven’t yet set up a Smart Stream in Viralheat, it is simple to do but first requires a solid SEO and Social Media Strategy.
Once you have a solid plan for gaining online market share and driving leads online, you can then set up smart stream buckets of keyword phrases. A social media strategy, when done effectively will give you the exact blueprint you and your company need to use social media for positive online brand awareness and customer growth. SEO, which is fed into by social media activity or “social media signals”, also must be planned for and managed correctly to drive top Google rank results around your market position. An SEO Program and related Keyword Development, when tied into your social media marketing program cohesively, aids in improving your online reputation.
Your social media manager or marketing manager can then review daily and edit (smartstreams) as needed based on other analytics and related online marketing insights (Google Webmaster tools/ Google Analytics.).
To get started in monitoring your online brand, take these immediate steps:
- Loop in customer service, the CMO and/or whoever is responsible for branding, public relations and online marketing and agree to your targets:
- What keywords and competitors to follow
- Response times to comments, product inquiries and service issues)
- Write guidelines to share with marketing, sales, customer service and the C-suite.
- Ensure that:
- All people who are touching the company brand on Social are communicating on a daily basis.
- Everything is being analyzed and reported.
- Everything is acted upon in a timely manner. Again, with Smartstream, response time can be immediate.
Monitoring your online brand also helps you get a bead on what people are interested in and what they are not interested in. This is invaluable information in relationship building and sales.
And now that Viralheat offers their Iphone App, online reputation management can be done on the fly and in real-time. In a world of millions of messages per second being delivered across social networks such as Facebook, Twitter, LinkedIn, Pinterest, Google+, Youtube and the like, utilizing a tool in combination with a marketing supported Social Media and SEO Plan is the secret sauce for maintaining a positive online brand. For social media strategy case studies and testimonials using Viralheat, see my agency client work.
Communications Best Practices
Get the latest updates on PR, communications and marketing best practices.
Cision Product News
Keep up with everything Cision. Check here for the most current product news.
Thought leadership and communications strategy for the C-suite written by the C-suite.
A blog for and about the media featuring trends, tips, tools, media moves and more.