Times HAVE changed. While word of mouth is still important, there is a whole new medium where your reputation is being discussed – and it’s online.
I know I personally let the world know if I’ve had a good experience online – like when MailChimp provided me with great customer service AND a free t-shirt – versus a not-so-great one, like when the local theatre wouldn’t tell me the exact date the traveling Hamilton show tickets were going on sale. This review may have been a little one-sided…but those tickets are hard to get and I really wanted to go!
Either way, the point is that people share how they feel online as well as look online to see what other people are saying about a company. Having an online presence is not only great for acknowledging praises or complaints, but also to show that the company has a human side! It’s important to make sure you own your brand online and here’s how:
1. Make sure you’re on all major social media platforms
If you couldn’t tell already, the first place I go to review a company is social media and statistics show that 68% of users will often go straight to a business’ social media profile to read reviews. If you’re still not convinced, you should also know that online reviews have been shown to impact 67.7% of purchasing decisions. It’s clear social media is where reviews are being placed and giving consumers an account to tag allows you to see and acknowledge those comments.
2. Make sure you own your company page on review sites
While people are leaving reviews on social media, there are other sites – like Glassdoor and Indeed – where not only can reviews be left but new job listings can be posted. If you’re listing jobs on these sites you want to make sure you own your company’s page. You can begin owning your company site – or check if it’s already been established – on Indeed by clicking here or on Glassdoor here. If you plan on implementing regular reviews you may want to look into creating your own ongoing survey program (which you can learn more about here).
3. Respond to all reviews. Good and bad!
When you’re receiving online feedback (good or bad), it’s always great to respond. Responding to a good review shows that you are attentive and that you care. While it’s a bit harder to respond to a negative review, neglecting to respond can send the message that you don’t care and don’t know how to acknowledge tough situations.
4. Get your employees to share company content on social media
Whether it’s Facebook, Instagram, Twitter or Linkedin, chances are your employees are active on at least one – and you could be leveraging that! Employee Advocacy is the act of turning your employees into brand advocates for your company. By having them share company content, you are extending your brand’s reach to all of your employees’ followers, and their followers’ followers. The list goes on and on. If you want to know how to get your employees sharing to social media, check out this strategy guide.
5. When there is a funny trend, get on board!
Companies like Wendy’s and Burger King have this down to a science. Anytime there is a trending topic, they are on social media talking about it with the rest of the world – and, in turn, humanizing their brand. Having personality on social media can be a risk at times, but the recognition you get for doing so may be worth it!
One way I did this at Clearview Social was by sharing a funny tweet when #StupidThingsAlexaSays was trending on Twitter. I shared, “Alexa! Make me a content calendar for the entire year.” This tweet received a ton of engagement as well as communicated our brand’s personality.
What are your thoughts? Do you plan to implement any of these ideas? Let me know on social media.
