By Lorena Amarante of
deMarketingOnline Blog
that sum is not just about what and how much you have but also how you use it. Corporations or companies who are currently not working consistently should take the path of online reputation management and begin to move as soon as possible. The way to do so can give a spread over the competition that we addressed in a previous post the realm In web 2.0 the listener is king? . We talked about the need for good tools and knowledge to use them. And that, from the information we collect and analyze, generate concrete actions in line with our corporate communications. The use of ORM tools by itself does not guarantee good management, the tools are only a means by which we use to manage our reputation online. Companies that are already monitoring your reputation should make sure they are taking full advantage of resources, questioned whether it is appropriate to use the tools they use and whether the processes that are triggered from the information collected are to be effective and aligned with the objectives.
As entrepreneurs we want some control over our digital identities, and of course this was interactions, consumers and superinfluenciadores have a role and a previously unrecognized role this involves some loss of control over our reputation, as this is a combination of actions and perceptions. Many companies still do not understand the new paradigm, they feel covered only traditional clipping services recruiting news in the media - which is necessary but insufficient to understand the new stage of influence "is read only part of the map. How do we follow for a successful landscape or as close to the truth about what happens on the Internet and generate discussions involving our company, products, brands, officers, employees, our market and why not, the competition? Many companies invest in polls and development, how fantastic to align ourselves with what consumers are talking about our category, product line or measured the attributes they value most about certain products we manufacture or market.
.The more visibility, more exposure and in some ways we generated a high degree of vulnerability. L to online reputation management to be efficient tools required, exercise, methodology and clear policies . Within each company must follow a process to channel such a claim properly, a bad user experience with our product and must be referred to and clearly specified in the processes of each company. The most common errors is facing a crisis of reputation, face and treatment of enemy to the user or customer, or causing damage. We will have speakers or resources dedicated and trained to respond? A "simple" post, can trigger a crisis of reputation. Negative comments are more viral than positive and quick action key on them, the sooner we can act minimized the impact. We can also detect if our company is a victim of Black ORM practices and that there are some dishonest purpose actions to harm the reputation of companies.
. On the one hand we find a variety of free tools, which can be taken as a base, though they allow monitoring in accordance with their own criteria do not have a high degree of customization. Within the scope of any company that would suggest an initial phase transit. It could be a form prior to the hiring of ORM tools or services, payments, this can also be a key dimension when we consider relevant factors, is a necessary and fundamental exercise of not having the initial budget for recruitment. Use the RSS feeds we offer the most tools automates and streamlines the monitoring. Overall requires an initial configuration in terms of frequency, criteria, or keywords to follow, among others. The combination or choice of tools which I use must be analyzed and tested, and the frequency and type of events to be monitored. We should not rely on one tool, and they all have certain limitations or areas with blind spots, some are complementary and / or overlap, get better results by supplementing the information with various resources. The choice of tools will also be in part determined by the market to which we are heading and the industry in which we operate. In the field of hospitality for example Tripadvisor has become in the "reference" when looking for recommendations on lodging. If we are in the retail industry, reviews of products in certain comparators or product review sites is crucial. What we can monitor, company name, brand names, officers, employees, key words that relate to product category, industry, the same applies also if we make a competing monitoring. .
Some recommended actions and free resources for monitoring online reputation:
- Google Alerts Google Blog Search
- Google Alert
- Technorati Search Ranking of search engine results (SERPS). IBP , WebCEO
- Blog Press / Conversation tracking
- Twitter Search
- searches on social networks fenced
- Forums
- niche product review sites ( Swotti )
- Monitoring people: directors, employees 123people , Linkedin
. There are currently
pay tools, developed specifically for facilitating the monitoring ORM with a high degree of customization and control panels that present information in a friendly way, so depending on the resources and size of the company should consider hiring, there are solutions that are based on monthly payments affordable for small and medium enterprises as Tracktur, on another level solutions are found as Radian6. In some cases, give possibility to use pre-purchase or hire.
Some tools or services paid for monitoring online reputation:
- Tracktur
- Radian6
- BuzzLogic Insights
- SMXEcho SocialMetrix of Nielsen BuzzMetrics
.
The list of tools and practices is not intended to be exhaustive and on the other side every day there are new tools, applications or other web developments that reveal the interactions of users in various social media so I invite you to add comments to enrich this post and join user experiences. We consider a communication strategy must take into account the relationships between users and consumers are those who recommend our products, talk about our brands, exchange experiences and distribute their perceptions. We listen and then discuss and correctly enter the talks. tools and services facilitate monitoring, but not the management should aim to generate a positive reputation. How we use the resources at our disposal, free and / or payments will condition the results we get. Implement best practices and perform ongoing monitoring and management that allow us to energize while improving the relationship with our customers, we will not control all factors, but is on our side when to perform a proper management from a clear objective consensus across the entire enterprise. The success of our work and manage our online reputation and will not only mark a direct impact on our reputation but that determine our corporate identity.
