The online world adds a new dimension to your business and brand and ultimately your reputation, writes Angely Grecia from online media monitoring company, Meltwater.
Because your brand can be perceived differently by multiple audiences (who are very much online – in fact, there are three billion active users of the internet worldwide) – it’s definitely worth thinking about adding online reputation management to your new year resolution(s).
So how do you manage your reputation online? It’s about making sure you present your brand clearly through all of your online channels such as your website, blog, email communications, forums, Twitter and other social media platforms.
First impressions count
What first impression do you want your brand to portray? … Time’s up. It takes less than 50 milliseconds to form a first impression according to a study by Carleton University in Ottawa, Canada. First impressions give way to a ‘halo effect’, for example, if your website looks good, that assessment is transferred to its functionality. You only have milliseconds to persuade customers that it’s trustworthy, efficient and can do what is expected. If you clutter your website with too many visual elements, a mixed tone of voice or no call to action, you risk losing their attention.
Own it and embrace it
Your brand is derived from who you are, who you want to be and who people perceive you to be. And this is why your brand is often synonymous with your reputation. This extends to every aspect of your business – how you answer your phones, what you or your salespeople wear and what they say, your e-mail signature, everything. I often hear that anything to do with a company’s brand is the responsibility of marketing and PR teams. This is every employee’s responsibility because your brand can be impacted and perceived in many ways every time you and your staff interact with clients, prospects, partners, media, shareholders, and the general public. Go back to basics and ensure your team understands your company’s mission, vision, values and goals so you can all believe, live and breathe this.
Unite and conquer
People are converging over multiple online channels. It’s important to streamline and manage your brand consistently for every online channel you use. A good place to start is to review and assess aspects of each online channel such as reach, popularity, interactions, level of engagement, effectiveness of messaging, audience demographics and whether there are any conflicts or confusion. Try not to use all online channels for the sake of it – be strategic and decide where your brand needs to be seen regularly, what messages work and really understand who your influencers are.
Building a circle of influence online can have a positive impact on your brand. We all know about the power of influence and it travels a lot faster than ever because of online channels. This can be valuable and also detrimental to your brand if you don’t proactively manage this. People who follow brands on social media most likely already like the product so it’s important your strategy should involve posts that speak to fans as people. Converse with them in a timely manner and always be professional and courteous (no matter what was said). Partake in discussions, offer a professional opinion on the topic and avoid being too ‘salesy’ – only recommend your product or service when you feel it can solve a problem or encourage the discussion to move forward. Be sure to acknowledge positive comments, and attempt to respond to complaints and issues quickly. Build and nurture your ‘brand ambassadors’ and let them spread the good word for your brand.
Listen, pay attention
It’s important to keep track of conversations, interactions and positive and negative sentiment online so you can join those discussions, answer queries, dispel myths, and actually see if your strategy is effective. There are media monitoring tools – such as Meltwater Buzz for social media, and Meltwater News for media coverage – that let you view and analyse perceptions and activity around your brand online and determine ROI. You can turn conversations into customers and customers into brand advocates through social media engagement. Successful engagement is often attributed to retweets, shares, reach, clicks and various other influence metrics.
The key to effectively managing your brand online is to embrace it. A proactive approach can help your business boost revenue, gain exposure and visibility, and increase brand loyalty and brand recognition in a competitive online landscape.
Grecia is a PR professional with nine years experience in B2B and B2C technology, consumer and brand-building PR, communications and corporate affairs.
In preparation for B&T’s women leading Tech awards, we’re speaking to some of the industry’s most inspiring female leaders. Tessa Court, CEO and Director of IntelligenceBank, told us about expanding during a global pandemic. Entries for the Women Leading Tech awards close on March 1, and late entries close on March 8. B&T: Last year was incredibly […]
Full service agency Apparent has expanded its dedicated media division with the appointment of Phoebe Chan as head of media and advertising operations and Jaclyn Ely as client partner, media. Headed by former Naked Communications and Ikon executive John Halpin, Apparent’s media division has seen 88 per cent growth over the past 12 months across […]
Tourism Northern Territory has launched a new national marketing campaign to celebrate the unique travel experiences that make NT ‘Different In Every Sense’. The campaign was unveiled by the Hon Natasha Fyles MLA, the Northern Territory’s Minister for Tourism and Hospitality. It is aimed at inspiring domestic travellers who are facing ongoing travel restrictions to […]
The platform, called INCA, will give advertisers access to a data-driven brand engagement tool connecting them with trustworthy, relevant influencers. INCA forms part of GroupM’s suite of data-driven tech solutions for clients, with the New Zealand launch representing INCA’s expansion throughout APAC. Advertisers in NZ can now use the AI-enabled technology to partner with an […]
As Facebook’s ongoing battle with the Australian government over the News Media Bargaining Code reaches a resolution, over in the US, the social media platform is engaged in another high-profile dispute. Facebook and Apple are currently at loggerheads over upcoming privacy changes for iOS, which will make it harder for advertisers to target users on […]
A South African woman has been filmed removing her underwear to make an impromptu face mask after being warned for not wearing a mask in a supermarket. The unidentified woman was filmed standing in line at Pick n Pay supermarket when approached by the security guard. The woman then promptly removes her black g-string and […]
None of Sunday’s programming cracked the 900,000 viewer mark, though Married At First Sight was closest with 898,000 viewers, the third-best night for the series so far. After MAFS was Seven News Sunday with 862,000 viewers and Nine News Sunday with 847,000 viewers. ABC News Sunday snuck in fourth with 689,000 viewers. Nine’s night was news and MAFS focused, with 60 […]
Leo Burnett has announced the appointment of Emma Montgomery to the role of CEO for its Sydney office. Commencing in mid-March, this appointment sees Montgomery returning to Leo Burnett, where she was head of strategy in Sydney from 2014 to 2016 and later held the position of president and chief strategy officer at Leo Burnett […]
After an extraordinarily challenging year for the company globally, dentsu’s Australia and New Zealand operations look set for growth in 2021, claims its regional CEO, Angela Tangas. Today is the last day for creatives to submit their late entries for the B&T 30 Under 30 Awards, presented by Vevo, with the April event just around […]
Ladbrokes has launched its latest brand campaign in Australia, ‘Ladbroke It’, featuring Mark Wahlberg via creative agency Thinkerbell and production company Finch. You can check out the series of ads here. The new national campaign is aimed at making horse racing even more exciting, and sees Wahlberg star as ‘Mike Iceberg’, Ladbrokes new (CEO) Chief […]
WPP AUNZ has announced a further strengthening of the Ogilvy brand, with the formation of the Ogilvy Australia Network. By closely partnering Ogilvy brand strategy and creative with opr’s PR and Communications alongside Ogilvy Health, the new formed Ogilvy AU Network will offer a stronger, more simplified and more integrated offer across the region. Specifically […]
‘Speak Up And Save LGBTIQ+ Lives’ is the focus of the newest Behaviour Change campaign, developed by The Shannon Company. The campaign aims to prevent suicide among LGBTIQ+ people aged between sixteen and twenty-seven years, who are five times more likely to attempt suicide than non-LGBTIQ+ people. Transgender people in Australia aged over eighteen are […]
Identity Graphs have emerged as a way to bring customer data together in a centralised place. But when it comes to marketing and discovering new audiences, this technology is about so much more than collating data, explains smrtr’s co-founder and CTO Boris Guennewig. Identity on the internet is a multi-faceted phenomenon. It might exist in […]
https://vimeo.com/515870840. www.savesalla.com In short, we created and launched the “bid” campaign for Salla, a small town from the Finnish Lapland – and the coldest in the region - to host the 2032 Summer Games. The announcement was made on the municipality’s official social media and - as expected - caused weirdness and people started talking about it. After all, how could a super cold small town be able to host the Summer Games? Then at a press conference with the mayor of the city and specialists he revealed that the bid was indeed a climate wake-up call, aimed at drawing the world’s attention to the consequences of global warming and the need for urgent action. Since its launching the initiative has been generating a lot of buzz and gaining support from environmental organizations, activists and the general public. People from more than 60 countries have been talking about the subject, especially in a moment of industries recovery, when the sustainable growth will be essential.
A year of lockdowns and stay-home orders around the world has given consumers more time than ever before to watch all the video content that is currently available across the digital world. The popularity of CTV and OTT services is at an all-time high, as viewers embrace the flexibility and viewing habits they enable. “That […]
In this opinion piece, Jess Miles, Country Manager ANZ of Integral Ad Science, reflects on the questions surrounding consumer data. The ability to collect consumer data online has revolutionised digital advertising by enabling customised targeting strategies and data collection. This reliance on data has been the cornerstone of many audience targeted strategies enabling marketers to […]
After ten years of board leadership of the young entrepreneurial collective Vibewire, Founder & Co-CEO of Disruptors Co. Gavin Heaton is passing the torch to fellow strategy and creative leader Jye Smith, Founder and Director of branding and design studio DOUBLESTAR CO, who will now take over as Board President.