Claim all your online real estate.
Whether or not you plan to regularly use a social account, it is vital you claim social accounts that use your brand name or other important terminology. This not only protects your branded name from being claimed by imposters, but it also takes up additional SEO “real estate” on the first few pages of Google searches. Since popular social networks such as Facebook and Twitter have high reputations in the Google algorithm, they often fill the first page along with your other branded pages.
Additionally, claiming your company on popular online directory listings such as Yelp, Google Plus, and Yellow Pages provides two main benefits. First, it helps boost your local SEO, since directory listings are optimized to offer company information based on a certain location. These high-reputation websites also help provide authoritative links to your website. Second, directory listings provide more avenues for people to find and contact you based on your service or product category offerings. No longer do you have to rely on your website as the only customer acquisition tool online.
Monitor conversations occurring about your brand
In the online space, customers often provide small bits of insight into how they interact with your company’s products or services. However, the majority of this conversation is not happening on your website. By monitoring your brand across social and review sites, you can discover common themes in customer engagement with a product or service.
When monitoring conversations on social media, it is important to monitor both commentary on your branded pages as well as general conversations surrounding your brand on social and review sites. Fostering a brand community gives you the opportunity to address customer concerns and questions. However, if you are only monitoring your brand pages, you could miss general complaints that aren’t necessarily directed to you. Whether you use a keyword monitoring service or just simply search for your branded keywords on social sites, keeping an eye on general consumer opinion can help you spot potential issues before they become reputation-damaging problems.
Don’t ignore reviews, positive or negative.
Each review, whether positive or negative, is an opportunity to transform a customer into a brand advocate. For positive reviews, a response reinforces their positive experience and can influence them to advocate for your brand. In the case of negative reviews, studies show that responding to those reviews can lead to a customer following up with a positive review or deleting their negative review altogether. In a Harris survey, 18% of customers who wrote negative reviews became loyal customers after they received a response to their complaint. In either case, reviews are a conversation between brand and present consumer as well as an example of your service to future consumers.
Repetition makes reputation and reputation makes customers. – Elizabeth Arden