Content
- Reputation on Social Media
- Why Manage Reputation
- Where to Strengthen Reputation on Social Media
- How to Manage Reputation on Social Media
Reputation on Social Media
The reputation of a brand on social media is a crucial aspect of its perception. It is formed based on the interaction between the company and its customers, as well as user reviews. For example, the online fitness school #Sekta actively shares comments and experiences from its students online, which helps strengthen their reputation. This creates a positive image and demonstrates that the brand genuinely cares about the health and well-being of its clients.
It is important to note that reputation differs from image. Image is formed based on the values and promises that the company communicates, while reputation is based on real actions and customer experiences. A classic example is the airline United Airlines, which positions itself as friendly and helpful. However, when an incident involving a musician's damaged guitar occurred, it led to a significant drop in stock prices due to the negative experience that was widely covered on social media.
Why Manage Reputation
Managing reputation on social media is critically important for businesses, as it directly affects customer decisions. Studies show that 71% of Russians read online reviews before making a purchase, and 94% of people avoid brands with bad reviews. Negative mentions of a company, if not promptly addressed, can cause significant damage.
For example, in 2019, a cat named Victor became a symbol of a campaign against the rules of the airline Aeroflot, which attracted attention and led to numerous negative mentions. To avoid such situations and maximize positive reviews, companies need to actively manage their reputation. This allows them to:
- Increase trust among existing customers.
- Attract new customers through positive reviews.
- Enhance brand recognition through active online discussion.
- Obtain constructive feedback for improving products and services.
Where to Strengthen Reputation on Social Media
For successful reputation management, it is important to identify which social media platforms are most popular among your target audience. One should not forget about messengers and video hosting sites, where interaction with customers is also possible. The main platforms where brands can manage their reputation in Russia are:
- VKontakte — the largest social network in Russia, where users can leave reviews and discuss news.
- Odnoklassniki — a similar platform for managing reputation.
- Instagram — an international social network focused on visual content, despite being blocked in Russia.
- Telegram — a messenger with public channels for communication and analysis of mentions.
- YouTube — a platform for video blogs, where users share their experiences with brands.
How to Manage Reputation on Social Media
Managing reputation on social media can be done either individually or by a team of specialists, including community managers and PR experts. Here are some recommendations for effective reputation management:
- Social Media Monitoring: Regularly monitor mentions of your brand and negative comments to respond promptly.
- Quick and Professional Responses: Communicate with customers politely and swiftly, taking responsibility for issues.
- Encouraging Reviews: Encourage satisfied customers to leave positive reviews by creating content and promotions.
- Active Engagement: Publish useful content and share information about your company to strengthen the connection with customers.
- Crisis Planning: Prepare an action plan in case of a reputational crisis by appointing responsible individuals to handle it.
It is important to avoid template responses to complaints, as this can create a sense of indifference among customers. Remember that sincerity and attention to clients can significantly increase trust in your brand.