Following a roundtable Ficod on online brand reputation, which took part this afternoon, I have come forward, as in good times, to leave here my notes / thoughts aloud. Everything presented here, assumes that our product or service is good. There has to be excellent, beyond which. But at least, there is a clear case of bad service, bad, disastrous, or bad products. Online reputation measure in these cases makes little sense. What you need to do is work towards a product / service quality. But even in the case of a product "good", no one in their right mind would disregard the construction of the " digital identity" of a brand or company.
Listening, overrated.
- Play is overrated. I mean, listening is very important, but more important to talk and listen. Not just to listen porrque run the risk of death scholars and dumb. We have two ears and one mouth, but in the mouth is a tongue. In no ears. People talk about how important it is to listen, because they want to listen, as they speak.
- Measuring online reputation is overrated. When founded DiceLaRed in 2001, companies "flip" with technology. They dazzled. But the reality is that the research budget, compared to advertising and communication was (and remains) 10 to 1. Research mola, as evidenced by the well-known studies conducted for media impacts. Data are cool. But people are aware that obtaining data is meaningless if we do something with them.
- Small companies do not exist if not speak . Monitoring social media for small business is a desert. If you are not actively participating in the conversation, they are not useless, because nobody talks about them. Worth talking about, and listen. What is referred to generally chat. heard within the dynamics of the conversation .
- Large companies face the opposite problem, too much noise . Of interest in monitoring the reputation, but this practice is of enormous complexity. And the metric (as in service levels) are meaningful only by comparison with the competition, as well as developments over time. But even the evolution is meaningless without a permanent benchmarking.
listening in for good measure.
- The community managers should listen to and channel the feedback to the company within . That is far more important than medírsela (reputation, I mean) and to assess the digital identity. If you do this, the digital identity of the company improves, as if by magic.
- Listening to customers and / or people who come to the mark . Physician and talk. Making them feel loved. Building
digital identity
- Take care and we grow the community around our brand . A good community manager, responsible for consolidating a solid fan base around evangelists. How? Content and Honey. (Download whitepaper on the role of community manager ).
- measure to improve . In this context of active participation, it makes sense to measure to improve efforts to create digital identity.
- There option Social Media Marketing , yes or yes . Eye think they can still decide whether to use or not, social media. There is not much choice . Recent movements such as Google Sidewiki Social Search or , are definitive, because they are wearing as Facebook, the social component to all Internet users.
- might be advisable to test any sense tool. - There are some striking (with tests in English) as Crimson Hexagon, Viral Heat or Tweetfeel . interesting listing at Mashable . Recommendations
For small businesses:
- Start building the digital identity of a small mark . 1) Research (one or two weeks), 2) Start talking (quietly) 3) Select content sources, 4) Begin to write (discreetly), 5) Encourage conversation (questioning); 6) Always reply, 7 ) Increase the number of social camps.
For large companies:
- Build your fan base, and hopes that they will defend . Sometimes, a great brand should not enter a debate that affects their boorish reputation in any medium social. It is best not to respond, and in any case, expect help from your fan base. Of course, for that we must care for and grow a brand community.
For both:
- Monitoring to ROI. It is important to monitor, but mainly to measure the ROI or the evolution of social media activities.
- important not to overreact, never . Running may draw the attention of others and generate a lot more audience to the fact that we wanted to "hide."
- Formenta personal brand employees, but managers who do grow at the same time, the digital identity of the corporate brand, contributing corporate social media. Avoid the existence of a single "superstar socialmediática " except that it is the owner. In any case, better to have more than one.
- intensity and dispersion. Virality a rumor, should always be measured in terms of intensity and dispersion. The concern should be less when a message is left in an information silo, however strong it may seem there.
Cases Some cases in Spain (shy, but cases) Sgae , Ramoncín , Axpe , Pixmania , Ikea ,
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