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#MetricsChat Recap – 8/7

#MetricsChat had a great second week with many pertinent questions and discussions taking place around social and reputation management. Our special guest and Marketing/Communications Manager at Viralheat, Eileen Bernardo, was very detailed and super friendly with her audience and their questions (as expected from someone so active in social).

While we can’t post all the questions from the chat (the responses are super thorough) we compiled the top 5 questions to recap here. If you want to read more, join us next time on #MetricsChat live!

Remember, #MetricsChat is every other Thursday featuring new topics and new experts. If you or someone you know would like to be a guest on #MetricsChat, please email marketing@viralheat.com with the subject line “#MetricsChat.”

The Top 5 Questions & Answers

Q1: How can someone handle/safeguard his or her own reputation?

A: Make sure that you are 1) actively monitoring what’s is being said and 2) addressing conversations accordingly. But don’t forget about the positive interactions as well. These can boost your reputation even more.

Q2: Are there any good examples of reputation management on social?

A: One of the most recent examples is a tweet by US Airways – Google it. But be careful, it’s NSFW. One of the hardest things to do is backpedals after a catastrophic tweet gets picked up and goes viral. Take your life as an example – when you’re upset with service or a product, you likely vent on Twitter. Companies who are in tune with their social presences should reach back out to you to address your concerns or questions.

Q3: what are some of the common problems companies encounter when it comes to reputation management?

A: One major problem is that companies may think one tweet or negative post isn’t going to hurt their reputation. That’s definitely not a good way to see things because if that one message were to go viral, the cleanup is worse if unaddressed.

Another common problem is not addressing things internally before replying. Often times a few different people have access to a brand’s account and will all reply to the same social mention with different responses. Using tools that offer roles and restrictions can help with this problem.

Q4: What’s the protocol for dealing with an upset customer on social media?

A: Remember that just because you’re behind a screen doesn’t mean you can act differently than in person. There is a real person behind the image so treat the situation as you would face-to-face. Empathize and say you understand and that you’re working to assuage the situation. Reacting negatively will only escalate things. Finally, invite the user to take the conversation offline (through email or a phone call) so you can hash it out.

Q5: What differences should B2C and B3B marketers keep in mind about social marketing?

A: By nature, B2C relationships are more chatty and open – these brands are very concerned with their customers. B2B companies are more specific and tend to monitor their space and industry for insights and ideas. Both worlds, however, can use social to manage their reputation as many people come to social to speak openly about companies and brands.

Thanks again to all who joined and participated! And for the lurkers who wanted to check it out before jumping in, we hope you learned a lot from Eileen. Even more so, we hope you join us again in two weeks for an all new #MetricsChat, complete with a new topic and new guest expert.

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