Is It Possible To Protect A Brand On Social Media: The short answer is that it's not possible. Or rather, it's not likely you will have much impact on how your brand is perceived by participating on social media and trying to protect your name. Why?
It's pretty simple if you understand that much of social media involves streams of information, and that while a person may see a criticism of your company distributed via the social networks, odds are they won't see, and will not even be aware of how you respond. Besides, almost all customer problems and complaints cannot be solved via public communication on social networks. Companies need to move the complaint discussion to email and phones for privacy reasons, and to accomplish the problem solving needed, that often requires more detail than makes sense to have on social networks. The outcome is that people see the complaints, but never see the resolutions, or the "great things" the company does to fix a problem.
There are exceptions, of course, depending on where the initial complaint is placed, and the degree of control a company has over the social media venue, but generally, it's a myth that most companies can actually protect their brands. The genie is out of the bottle, and basically, anyone can say anything about your business via social media, and businesses don't have much recourse. The upside is that also contrary to what most believe, negative comments about a company that are made on social media have very little impact anyway, which is clear when you see that the most hated companies on the basis of poor customer service are also companies that continue to do well in business terms despite thousands of negative comments over years.
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Top : Brand Protection: Do you need to protect your brand on social media? The experts say yes, but the data and logic says no. Read all about it.
Articles:12 Reputations Every Company Should Monitor Online - by ANDY BEALIn Radically Transparent, we explain why you should monitor your online reputation 24/7. In fact, it's so important, that if you can figure out how to monitor it 25/8, you should absolutely do so.But, it's one thing to know how important reputation monitoring i sand which tracking tools to use but what reputations should you monitor exactly? You should already know the importance of monitoring your personal name and company brand, but here's a list of 12 items every company should track. (Added: 4-Sep-2010 Hits: 295 ) More False Claims About Customer Service and Social Media - by Robert Bacal A majority of consumers react positively when companies respond to postings on social media sites, further emphasizing the value of using the platform to engage consumers in a dialogue as a means to building a company's image, reputation and brand.This is a significant finding for the 22 companies and reinforces the value of monitoring social media sitesIs this claim about the research accurate? Does it accurately reflect the value of social media? (Added: 29-Aug-2010 Hits: 237 ) Brand Protection On Social Media - Research - by Robert Bacal So, what about the power of social media to damage your company/ Experts say you should be active in monitoring your brand and defending it although they never explain how you can fix damage.Well, here's an interesting bit of research to consider. (Added: 29-Aug-2010 Hits: 261 ) Social media takes toll on organisational reputation: survey - social media, reputation, brand protection - CIO - by CIO The reputations of organisations are taking a beating in social media, with consumers going so far as to boycott companies based on comments made on sites such as Facebook and Twitter, a new survey has found.(Ed. If this finding was robust, it would be news, but unfortunately, it's survey data, and questionable.) (Added: 29-Aug-2010 Hits: 261 ) Corporate Reputation - Protecting Organization Reputations During Crisis: Development and Application of Situational Crisis Comm Theory - by W Timothy Coombs Crisis managers benefit from understanding how crisis communication can be used to protect reputational assets during a crisis. Situational Crisis Communication Theory (SCCT) offers a framework for understanding this dynamic. SCCT provides a mechanism for anticipating how stakeholders will react to a crisis in terms of the reputational threat posed by the crisis. Moreover, SCCT projects how people will react to the crisis response strategies used to manage the crisis. From its empirical research emerges a set of evidence-based crisis communication guidelines. The development of SCCT is discussed along with the presentation of its guidelines for crisis communication. (Added: 8-Oct-2010 Hits: 149 ) Use Customer Experience to Build Brands - by Marco De Veglia Very interesting take on how brands are built in the modern world. Not just limited to social media. Good reading. (Added: 6-Dec-2010 Hits: 97 ) Google's Gold Standard Search Results Take Big Hit In New York Times Story - by Danny Sullivan The New York Times has a great, detailed story out today about a merchant with an unusual marketing strategy: be mean to customers. Any publicity, even negative publicity, means a win with Google's ranking algorithms. Is he right? Maybe. Certainly the story illustrates the fallacy of Google's "gold standard" search results. (Added: 1-Dec-2010 Hits: 105 ) How to protect your brand from bad business reviews - by Tom Crandall Online interactivity has permanently altered the landscape of local business marketing. Local business reviews featured on search engines, internet yellow pages, and business directories impact customer impressions, actions, and word- of-mouth. This reality has not evaded the leadership of Google. In fact, Google reportedly offered $550 million to acquire Yelp and leverage its estimated nine million local business reviews across the U.S., Canada, and the U.K. (Added: 8-Oct-2010 Hits: 141 )
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16-Nov-2011
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08:07:35
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