Tagged 'reputation management'

13 Trends in 2013: #10 Social Reputation Management drives ‘Do Good’ campaign strategies

Posted by Winnie Brignac Hart on November 15th, 2012 at 4:39 am

As you are planning for 2013, your business will find itself facing questions concerning the social impact of your business and brand.  Winnie Hart and Lorrie Lee from TwinEngine share 13 in 2013 – Social Media Marketing trends that will take flight.
Having an online presence is expected in today's marketplace, but companies also need to be aware of consumers' reactions to their online presence.  Reputation management will grow as a crucial part of using social media platforms.  Companies need to know what is being said about the company and the brand by others.  They will need to be a part of the conversation, actively listening to critiques and comments, and willing to respond and make changes when necessary.
In doing so, corporate will shift its focus to implementing positive messaging strategies that assure consumers that the company hears and understands their opinions.  To preserve a positive brand image and display a positive brand character, "Do Good" campaigns will become a popular way to make those demonstrations.  The Internet has made transparency unavoidable; companies will learn to accept it and make it work for them.
#10 Social Reputation Management drives ‘Do Good’ campaign strategies
- Reputation management
- Corporate focus on messaging strategies
For a complete list of the 13 in 2013 Social Media Trends
For more... Read more

Your Brand Is Missing The Mark On Social Monitoring For Negative Feedback

Posted by Adam Leiter on July 25th, 2012 at 6:48 am

As brands recognize the importance of instituting social monitoring for negative feedback, they should keep in mind that focusing only on the negative will bring limited returns. Instead, embrace the opportunity to take information and apply it to broader strategy.
When I say social monitoring, you say negative feedback!
Social monitoring!
Negative feedback!
Social monitoring!
Negative feedback!
When I say reputation, you say more than that!
Reputation!
More than that!
Reputation!
More than that!
Ok, let’s talk about a slight perception shift here about what you think of that call and response, and what you’ve probably been told about why your brand needs social media monitoring.
Social monitoring is crucial for reputation management, but goes much further than that in its functionality and opportunity. Article after article touts the purpose of monitoring as a means specific to responding to negative commentary about a brand on social media. In essence, it’s a mini-crisis communications device.  Brands need to consider that outside of their own platforms, conversations and mentions that are happening can lead to trending insights and inform new messaging directions.
A recent eMarketer article discussed how “monitoring tools help companies track and follow up on what consumers are saying on social”, yet it overwhelmingly focused on how monitoring can be used for... Read more

Does Your Company Need Reputation Insurance?

Posted by Jennifer Bilotta on January 27th, 2012 at 10:28 am

In today's hyperactive, always-on-the-go digital-crazed world we live in... where one misplaced Tweet can undo a lifetime of brand equity, having a crisis management plan in place is imperative. But does it make sense to pay an added expense for proper reputation management?
Chartis, a division of AIG, recently launched a new insurance product that would cover the cost of crisis communications counsel for companies facing a public relations debacle. No stranger to bad press, it seems AIG now understands the importance of outside help during a crisis. AIG claims the policy would cover services rendered even before a crisis has hit the press. It requires policy holders to use one of two mega firms and surely charges mega premiums to match. While I’m doubtful reputation insurance is a worthwhile investment, planning ahead for a crisis that hasn’t happened yet and selecting the outside company or consultant you would work with in the event one did is a terrific idea.
Once a crisis hits, it is critical to respond immediately. If the window for responding to a crisis used to be hours, given today’s social media and 24-hour news environment, it now has to be minutes. And of course it’s even more critical... Read more

Do You Have A Shadow Brand? Lessons from AT&T & Apple

Posted by Rob Rose on February 13th, 2010 at 12:00 am

I was watching the Olympics last night and I saw one of the new AT&T commercials.  You might have seen it – where Luke Wilson has "secretly replaced everybody's smartphones" with those available on Verizon.  As expected, everyone has a toxic freakout – ("where are my apps!") and the tag is that AT&T is "a better 3G experience".    This ad caught my eye because while they focus on the actual hardware being better  there's not one mention or sighting of an iPhone anywhere in the commercial.   Even at the end they feature a Blackberry Bold as the "smartphone" example. 
So, I was curious and went back and looked at past AT&T commercials.  And, whaddya know I actually could not find one AT&T commercial that mentions the iPhone by name.  If you guys can find one – let me know – because I couldn't find any.
Now, there have been plenty of iPhone ads where the AT&T network bars and logo were prominently displayed.  But here's the thing – they never once actually *say* it.  Even in the Apple ad that's widely considered to be taking a swipe directly at Verizon – they never actually say the name AT&T.
Now, it's no secret that AT&T's brand is hurting right now because of their coverage and connectivity issues.  And,... Read more