As part of any social media strategy, it’s very important that the impact of social media on brand building and the impact blogs have on the purchasing decisions of consumers is considered and factored into your strategy.
A social media strategy is not just about Facebook and Twitter, which is what some so called “experts” will have you believe, it is and should always be treated as a Corporate Communications Strategy for your business.
Blogs, play a major role in influencing the purchasing decision amongst women in particular, and in a recent survey in the US, 85% of regular female blog readers said they were influenced to make a purchase as a result of a review or comment posted on a blog. So with that in mind, if you’re the company that gets it right, you have a good chance of getting the sale, but what happens if you are on the receiving end of a negative review or comment. How do you protect your brand and how should you respond?
Your customers can now read, listen, discuss and research their purchasing decisions and you need to work harder at customer service than ever before, if you are finding negative or damaging reviews about you,your brand or service then use this as a wake up call. The world of social media networks, business review sites and blogs has provided the disgruntled consumer with a voice.
Every employee in your company is now responsible for your brands reputation, and when you as a company, start to live up to your reputation, it becomes a lot easier to manage your brand effectively on line.
If you do find a negative review on any of the sites, resist the temptation to respond defensively and do not allow any of your staff to respond, you could put the Streisand effect in motion.
What can be used to deliver a negative can also be used to promote a positive, so use it wisely.
Remember it’s very hard to remove a negative comment or search engine result once it hits the web.
Mike Andrew owns and operates an Internet Marketing Consultancy on the Gold Coast in Queensland
