What You Need To Know About Reputation Management-stanley博士的家2

Internet-Marketing Since time immemorial, the long-term success or failure of nearly any business has depended heavily on word of mouth. Human nature is notorious for giving far more attention to the occasional bad experience than to a quietly unremarkable host of good experiences, and a tiny minority of seriously dissatisfied and vocal customers can easily spread a misleadingly downbeat impression of a struggling business populated by decent people who want to make their customers happy. In the quicksilver world of social networks, off-the-cuff expressions of unhappiness can disseminate at the speed of light before much slower official responses can follow with their stories of temporary misunderstandings and successful resolutions. Adding insult to injury, old .ments on the Web can live forever as zombie assaults on the reputation of a .mercial concern that has tried mightily to deal fairly with its customers. Search engines such as industry giant Google account for a beefy portion of customer exposure to the shifting currents of reputation, which means focusing heavily on the results from those search engines for building a good reputation and responding quickly to brush-fires of discontent before they grow into larger conflagrations that can burn away the work of years. Fortunately, an entire industry has grown around reputation management, and the body of expert techniques has matured greatly. First, it’s useful to keep in mind that not all threats to reputation carry the same weight. Most people know that no one is perfect, and they’ll tend to discount minor quibbles such as having to wait a little longer for service during peak hours at a brick-and-mortar location or discovering that some delivery or another didn’t survive the rigors of shipping. Intermittent encounters with perceived displays of minor rudeness can also be largely ignored as long as the great majority of customers accept that rudeness by employees isn’t tolerated and that management will make it right. An experienced SEO (search-engine optimization) expert will ensure that a scattering of .plaints about minor problems remains dwarfed by a larger body of positive reports on such major review sites as Yelp, Amazon and other heavily trafficked destinations. Furthermore, depending on the specific industry and the goods or services on offer, the SEO expert might also focus on monitoring opinion trends at smaller, more specialized review sites that nonetheless are patronized by industry movers and shakers. In contrast to these less critical eruptions of low-key grumbling, public perceptions of major financial losses, severe disruptions or extreme rudeness seriously threaten a hard-earned reputation and must be addressed immediately with actions clearly aimed at .pletely fixing the problem. The longer the problem drags on, the more negative chatter on social networks can feed on itself. If a customer’s pet dog is suddenly eaten on the premises by an escaped tiger from a nearby zoo, for example, a savvy business owner will apologize handsomely to the customer and offer as appropriate to cover all the expenses of adopting a new friend. That the business owner isn’t at fault is .pletely irrelevant — perception is all. Additionally, the SEO expert in charge of reputation management will carefully ensure that significant discussion threads on major social-network platforms such as Twitter, Facebook, Pinterest, LinkedIn and Instagram are populated with sincere apologies and promises to work hard to prevent the problem from occurring again. Another .monly effective strategy is assigning responsibility to a single individual within the .pany for independently monitoring social networks for troublesome developments or spontaneous viral trends that can be leveraged for increased profitability. The same individual can be tasked with periodically writing chatty, informative blog entries on the .pany’s website that make it plain that the .pany is always looking for ways to better serve the needs of customers. Being heard is a basic human need, and persistently conveying the impression that management is listening will go far with laying the foundation for a robustly positive reputation that can easily shrug aside the occasional stings and slights of virtual stones. About the Author: 相关的主题文章: