One unsatisfied customer posting a series of negative comments about the brand will garner the attention of many other potential customers. However, many times a negative perception of the brand may be turned around with a little personalized effort. For a successful social media marketing campaign, a business must identify and act on opportunities for converting negative reviewers and commenter into brand evangelists.
Dealing with negative comments and reviews in a very public manner is good for the company’s reputation. Users will see that the company truly cares about how the brand is perceived. Observers will know that the business cares enough to take action to turn a negative situation into a positive experience for the unhappy customers. The business will gain the reputation of one that cares about what customers think about the brand.
Using the Right Tools
Tools for measuring conversations about your brand are available for “taking the temperature” of your brand’s reputation across multiple social media platforms. Part of defining a social media marketing strategy is identifying and acquiring the tools that will help the business monitor and manage user conversations.
Many tools are available for measuring conversations about a company or brand. Basic and free tools, such as Google Alerts, notify the business via email if the brand is mentioned on an indexed page that appears in search results. Other, more complex tools perform an analysis of text across many social media platforms and provide a dashboard of metrics that include measurements of sentiment for the brand.
When a business has made the decision to enter the world of social media marketing, establishing a clear strategy with defined goals is simply a must. Decide which social media platforms the business will focus on in the beginning of the effort. As time goes on, additional platforms may be added to the strategy. Decide the objectives of the social media marketing campaign. Determine the resources that will be dedicated to the social media marketing effort. Finally, obtain a set of tools that will enable the business to monitor and manage the campaign. Learn more about social media marketing.