Archive for conversation

Marketing to the Medium – As featured in the MNAMA blog

Posted in Articles, social media with tags , , , , , , , , , , , , on September 15, 2009 by mediapirate

Featured in the MNAMA blog here.

So many people these days associate marketing in the world of social media with getting a business Twitter account or a Facebook page and advertising from those portals. Unfortunately this will get you about as far in social media as yelling about yourself to a group of people that don’t know you. The actual applications (Twitter, Facebook, LinkedIn, etc.) are nothing but tools that allow you to connect much in the same way the post office allows you to send and receive letters. The real potential of social media is within the plan that you develop to engage with your audience.

Marketing has always played a crucial element in print, online and telephone communications. It is present in social media but in most cases it hasn’t been modified for the medium. In order to truly engage an audience, the marketing has to be designed to remain non-obtrusive. What this means is that you have to increase the potential for people to like or want to follow you by talking about things other than your business. This is the first crucial change that needs to occur in social media marketing mentality.

The second change that needs to occur is the actual engagement of your audience. Most businesses are used to sending out their message and crossing their fingers, but with social media this all changes. You now have the opportunity to listen to your target audience and what they like, want and need. Equally important are the things they don’t like. So take advantage of this opportunity because if you aren’t listening your competitors may be.

What I’m saying is that for the first time in quite a long time, you now have the opportunity to be ground level with your audience truly improving your business and product. I would just hate to see this medium wasted by companies only interested in the sound of their own voices. If we all take a moment to listen, just imagine the potential.

Blood from a stone III – Discovering the ROI within your social media campaign – The ROI of Reputation Management

Posted in social media with tags , , , , , , , , , , , , , , , , on August 31, 2009 by mediapirate

This blog entry has been a long time coming so I do apologize. I had some personal issues that I needed to address and that involved me moving back to Canada and getting established which takes a lot more time than I ever wanted to invest. A hard transition but much needed and worth it.

So onto the task at hand. Your online reputation. It really comes down to the fact that there is a conversation online regardless of whether or not you are a participant. People talk about everything and sometimes they will talk about you. Sometimes in a good way and sometimes not. It’s the latter that I will be discussing today.

If there are negative comments about you and your brand they do need to be dealt with. Most people these days Google companies or services prior to purchasing. What you don’t know about yourself online could be hurting your bottom line. Social media will give you the opportunity to change this by becoming part of the conversation and if you use it correctly it actually gives you some control of your online reputation.

Here are some simple steps for you to maximize control of your reputation online:

Step 1 – Join in the conversation
Get yourself on the tools that you are being talked about on. This will at least put you on the same page as your targets.

Step 2 – Search out negative press
Search for the people that are talking about you and follow them. This will allow you to watch the conversation unfold and see what the issues are. Also, make sure that you do Google searches for negative press and make a note of contact information of each of the unsatisfied parties.

Step 3 – Research the situation
Prior to responding determine what the real issues are and where the real fault lies. Was it your companies fault? Was it one of your staff that over promised? Was the product at fault? Or is it the end client that is simply over-reacting.

Step 4 – Come up with a strategy

Don’t wade into the middle of a hostile conversation unarmed. Have a solution ready to present. In fact, have multiple solutions ready. The unhappy party may just want to be acknowledged and talked to. That can actually diffuse most situations but be prepared with a secondary strategy should the situation escalate.

Step 5 – Communicate
Just the act of communication is a positive step online for your company because it immediately shows that you care. Go over the entire situation with the end client. This will make sure that you are both on the same page. It will also allow the end user to reflect and realize if they maybe over-reacted. Make sure that your main goal is listening. You aren’t the one with the problem, the client is.

Step 6 – Attitude

No matter what the other party says or does, understand that you are working for a company and this is not personal. Maintain a level of professionalism and continue attempting to resolve the situation. The public will see this and even if you can’t come to an understanding it at least shows that you cared enough for this client that you made this very personal effort.

Step 7 – Document
Record all occurrences of communication between you and the end client. This can build up a great social media case study for you to showcase on a blog. It can also be a necessary component if it ever comes down to a legal battle. This information is invaluable to your organization because it is honest feedback and may allow for these type of situations to be minimized in the future.

Step 8 – Transparency
Above all remain transparent. If you lie or try to manipulate the situation you could be providing the ammunition that an unhappy client needs to damage your brand even more. It’s all about connecting with your community on a human level. Say that you’re sorry, help your client and move forward in a positive manner. We all just want to be acknowledged and these days there aren’t many accountable companies. Become one and you may have just found the key to stand out in your industry.

There are many more elements in a solid reputation management campaign but by starting with these few basic steps you will be well on your way. The end result of a properly maintained reputation management campaign is to address negative press and convert it to a positive case study by developing brand advocates. Doing this also assists in the build of your SEO (Search Engine Optimization) campaign and increases your overall brand equity. Please let me know if you have any questions or comments. I would love to hear from you!