With a new generation of consumers who want the dialogue between companies and insist on greater transparency and accountability of the organization’s image and reputation management within organizations has become more than ever. It’s like having millions of eyes looking at your business and a thousand mouths, which includes participation in the communication. The challenge now is how organizations and maintain a strong brand and positive reputation in the Internet age.
Five meta-trends in the management of online reputation
John Bell, Managing Director of Ogilvy 360 Digital Influence Relations public worldwide, about five meta-trends that organizations manage their reputation in the presence of social media and brand communities.
Hyper transparency
“About 150 million bloggers that see thousands of potential forensic accountants, social activists and monitor their activities.”
It is time that companies not only open doors and windows, but the transparent walls as well. Consumers are hearing and seeing what is happening with their brands, especially now, do not allow different social media tools that make. Organizations should work with honesty and clarity. Trade secrets never win. The opening is the new rule.
2 The virus crisis
“The crisis is spreading across networks, formal and informal -. quickly produce moving images, and when things go wrong, they spread very quickly, often with accompanying videos on YouTube. ”
Prepared crisis management plan is a necessity for businesses today. Beware of bad things that in his blog, Twitter, written and published about your company. The spread of the crisis is multi-directional and 10 times faster. Meet and chat with the owners of fire on the platform to the right. Above all, the company must respond quickly.
3 The application dialog
“One way the messages are not acceptable for those who want dialogue. People want entertainment, news, brands they love.”
We will talk with the man himself. Consumers should not be sad notes of the press or misleading advertising. This desire and need for dialogue, a real dialogue in this area. Nothing gained their trust and loyalty, the companies really listen and talk.
4 harshest critics of the brand and staff
“Critics of intelligent, flexible use of social media on a daily basis. The social web of new brands in a small guy like blogs, search, web 2.0 innovations such as tagging, social networking, and use has created many more. ”
Organizations should be well in the same weapon to use its critics. Today is the Internet. Know where the opponents of the brand and how to talk. Your company does not want to fight in the forest, where the enemies are in plain. Also, would not use spears when they are with their guns.
5 fans of the brand of control
“Fans of the brand has a stronger voice than ever (and can not control.) Companies or embrace it, ignore it or in the dark trap, control, or worse yet, close it.”
Powerful allies your company has not the courage to lose fans online discussion of the brand. Find ways to get there and participate. Meetings and speak their language. Above all, talk to them as a person and as natural as possible.
Standards for managing online reputation
Bell-five meta-trends to define a new set of reputation management. This is business, the rules emerging players, allies and opponents and game tools to create and maintain corporate reputation and brand. But no matter how the game, its players and change the instruments, the basics remain the same. Here are the rules, I think rightly apply to the management of corporate reputation in all media.
1. Know brands.
2. Share history.
3.Listen on their enemies.
4.Engage and strengthen their allies.
5.Always report on the basis of public relations: the truth.