“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.”
That’s a line from Scott Cook, founder of Intuit. And indeed, word of mouth is a precious gem that unfortunately, we have no control over. Just like someone might tell a friend that a nearby restaurant is “just awful”, they can tell someone that your publication is “pure crap”. They can make up a rumor saying that you consistently rip off content from other bloggers, or you donate funds to an offshore company that steals money from the poor. People really have the ability to form opinions and say whatever they want to their friends, which you have no control over.
What you do have control over, is how to diffuse those bombs when they reach your front door, or even your back door, in the form of social networks. If you’re paying close attention, you’ll know when someone talks about you and you’ll be able to chime in and interject whatever the right response may be.
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There is a giant opportunity right now to build loyalty in ways that were never possible before. Customers are directly influenced by each other but that’s only because they don’t have direct access to you, the publisher. With direct access and a transparent line of communication, you give them the opportunity to form their own opinions. You can build loyalty by doing what most other brands aren’t doing—reaching out.
If you’d like to schedule a one-on-one discussion about the current state of your online reputation, and the strategies used for managing, repairing and building it up, let’s have a chat. Please contact Kim Mateus via email or by phone at 401-293-0401 for more information.
Absolutely, Jose!
Agreed. Social Media is a great way for companies to build brand loyalty and awareness. Also, it is a great way to handle Public Relations issues whether good or bad. However, I think a company needs to sit down and create a strong social media policy that is tailored to their industry and corporate objectives.