Reputation is the key word. In fact, online digital reputation has never been more important. While a few years ago much of our personal information was still considered private, today cyber security expose more information about our lives than ever before. While many people don’t think much about having a “digital reputation,” especially in purchasing products online, information about almost all adult worldwide can be found online.
Based from the survey conducted by ORC International, results have shown more than 89% of consumers research articles online before making a buying decision, while, 87% of them agree that a favorable review has confirmed their decision to purchase.
And while our real life reputation is largely defined by us through our interactions with others, our online digital reputation defines how people perceive us – without ever having a single conversation. The fact is, a digital reputation can be incorrect, it may present only partial information and it might even allow for slander and online attacks to define us for others. Translating your brand’s personality onto the web can be tricky, so here is our list of five simple steps that can help you get started.
1: Match your offline and online personas: When you’re creating a Facebook page or a Twitter account, it should match your brand’s personality in the real world. Choose a design language (colors, shapes, textures, fonts) that represents your brand’s image. Next, ask yourself which social media platform is best suited for communication between you and your customers. You may not need to create an account on each one of them. Selecting the one most actively used by your target audience will make it more manageable for you.
2: Groom your search results: Your customers will rarely move to the second page of the Google Search results to find what they are looking for. Set a distinct and clear name for Facebook, Twitter, Google+, YouTube and other social networking sites. It also helps to specify your country or region in your name as your target audience may be searching for products within their locality. If you have special offers or campaigns, dedicate a separate landing page for those to land customers directly to them.
3: Establish credibility: It is not enough to only be active on your own social media platforms. You need to branch out and participate in social media discussions that revolve around other topics of your brand’s interest. If you are a food and beverage company, you may want to see what restaurants your customers prefer and where they are talking about your brand other than your own page. Focus on your specialties and post sporadically but smartly.
4: Respond to Feedback: Do you know that more than 90% of the companies in the world don’t respond to their customers’ feedback on social media? That can be fatal to your brand. When you’re starting a conversation on the web, you need to monitor it as well. See how people are responding to various posts. Is there anything that they like in particular or getting offended from? Are they asking questions or are they providing reviews for your products? Get back to them and let them know you heard.
5: Eliminate Spamming: On social media, people can get carried away simply because they can. Some people spam your page with random links that have nothing to do with your brand, others post ridiculous comments. All of these spammers can cost you real fans who want to provide genuine feedback. Get rid of these spammers so your customers have a clean environment to interact with you. Set down clear rules for your social media page so people are warned beforehand. In totality, you should know what your brand stands for and what its core values are. Communication is the problem of the communicator – so make it a point to get your brand’s right perception conveyed to the audience. Curate your search results in a way that customers can find you easily with simple search results and on the first page on Google’s search results. Understanding where your target audience is most densely congregated will help you deliver the message to them effectively. And effective communication is what it’s all about.
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