Social Media Reputation Management

M Online Reputation Management

Social media disasters Companies need to monitor their brands 24/7 to avoid reputation damage. Just ask the brands were punk’d by social media if you doubt how quickly – and how much - your reputation can suffer.

Social media disasters Corporations' old-fashioned, secretive, top-down approach to communication is being turned on its head. Power has shifted to consumers, and change is happening at dizzying speed.

Brands punk’d by social media ,[object Object]

Taco Bell rats,[object Object]

Domino’s 48 hours later – eons in Internet time - Domino's decided to release its own video on YouTube, which features Domino's president Patrick Doyle, clearly reading from a script. They also engaged consumers on Twitter. But the damage was done.

Domino’s Domino’s stock price dropped 10% over the week costing shareholders millions. ,[object Object]

Additionally, follow up investigations revealed that the store owner was a sex offender, and this news ex- tended the story’s life even further.,[object Object]

Address all available channels

Have a clear social media policy for employees,[object Object]

Nestle community manager lost it, yelled at consumers

Nestle responded on their corporate site, not Facebook

Detractors brand-jacked Nestle’s Facebook page,[object Object]

Hire an experienced community manager. Don’t relegate social media to interns or junior staff

Plan and practice for the worst – don’t try to figure it out under fire,[object Object],[object Object]

Ben & Jerry’s Social CRM in action

What to listen for: Sentiment(positive, negative, neutral) Visibility and presence (number of mentions, number of links, natural search position data) Engagement and participation (number of comments, number of downloads, such as of a widget or application)

What to listen for: ,[object Object]

number of views, friends, followers, connections;

diggs and del.icio.us bookmarks;

Measuring social media 5. Competitive buzz 6. Buzz by category / topic 7. Buzz by social channel (forums, social networks, blogs, Twitter, etc)

What to monitor ,[object Object]

point out notable mentions of keywords, hashtags and brand names

organize conversations by influence and category

provide word clouds,[object Object]

Social Media Reputation Management

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