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Managing your Online Social Reputation

“It takes many good deeds to build a good reputation, and only one bad one to lose it.”

- Benjamin Franklin

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For the first time in the history of communications,1.7 billion people have the ability to access information and communicate with each other for free; that access equals power.

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From simply expanding the reach of your organization to promoting your personal expertise in a field, Social Technology is a vital tool, which if managed properly, can enhance your personal and your organization’s online reputation and latent potential like never before- literally with the push of a few buttons!

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For corporations, online reputations are steadily becoming absolutely critical, as they will soon dictate how much you can sell, the level of employee you can recruit, and will even impact your ability to attract investors.

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Pampers, a Proctor and Gamble subsidiary, garnered national media attention in April 2010, when mother and customer, Rosana Shah tried to complain about a diaper rash caused by Pamper’s new “Dry Max” technology in two of their diaper lines. When Shah felt that Pampers did not take her complaint seriously, she took her story to Facebook.

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In a matter of weeks her anti-Pampers site had close to 10,000 members, leading the Consumer Product Safety Commission to launch an investigation, and causing a backlash among costumers nation-wide, even globally, in some instances.

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The bottom line is that the poor management of Pampers’ online reputation meant the loss of customers and money as they tried to compensate angry moms from around the world, and as their stock plummeted.

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Managing Your Social Reputation

Like no advertising tool has ever done, positive comments and feedback by online consumers can launch nobodies into celebrity-dom, and can grow your organization’s influence and value in a matter of weeks!

The negatives, however, are just as powerful. Your company’s reputation can be sullied in a New York minute by angry (unfairly or not) consumers out for their money’s worth.

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You must learn to Listen, Engage, and Measure.

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Listen

Develop a Listening Process. This must include multiple methods for listening to what people might be saying about you online. For a person promoting his or her reputation or brand, listening programs should include the use of multiple tools and alerts such as alerts.com, socialmention.com alerts, Google alerts, and Yotify (promoted as Google alerts on “steroids”).

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Engage

You must establish an Engagement Policy, which defines how you will respond to the positive and negative things said about you and your brand. You must determine who will respond, when they will respond, and how they will respond. This is critical because you want to minimize negative mentions or get people to retract them because you reached out. And, you want to see positive mentions as possible connections and sales opportunities.

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The most profound tool for establishing an engagement policy is to actually engage! Be present within the community of your fans and consumers by posting on their sites, interacting on microblogs and your website, and by developing an open-dialogue. This type of community building will do a lot towards keeping a positive online reputation.

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Measure

You must implement a Measurement System that gauges how much people are talking about you and whether the sentiment is positive or negative. Your Measurement System Strategy needs to tell you how many times you were mentioned a month, what the sentiment ratio was positive to negative, and your effectiveness in customer service (getting people to delete negative mentions or ratings).

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Fortunately, for corporations, tools like Klout.com and Addictomatic.com can be utilized to create a sort of standardized scoring system – much like a credit score- and can denote the online relevancy of an organization.

Moreover, as an organization, if you do not learn how to manage your online presence, it will be disastrous. You will sell less, you will be unable to recruit players, and you will turn off potential investors. Simply by creating a powerful and positive online reputation, you will not only develop new sales opportunities, but also maintain a presence in the business community that is long-lasting, fiscally-sound, and powerful.

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Teaching Technology to the Non-Technology Leader.

Technology never stops evolving and we never stop following it. Led by international technology speaker Scott Klososky, we’re a team relentlessly focused on capturing and translating ways organizations can use technology to win markets, adapt cultures, and remain ahead of the curve for years to come. From public and private workshop tracks to full-scale organizational technology assessments and digital outreach blueprint strategies, we’ve got enterprise technology growth covered.

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