Building a strong brand takes a lot of time, efforts, and money. But just one negative post on social media or a video uploaded to YouTube channel can harm badly the company reputation and can even ruin the brand image.
So, how can small business owners protect themselves from these negative consequences?
In this article, we’ll provide you with information that can help business owners to protect their company’s brand image.
There are several ways to prevent the situation when your brand image can be in a danger.
The best way to protect your company from an unauthorized advertising or troll1 activity is by creating a Netiquette, which stands for Network Etiquette. It’s a set of rules created by a company for communicating with their customers on social media.
Monitoring of your company mentions on social media is the perfect way to manage your brand image. It allows you to be alerted when someone posts a comment related to your company product or service. Mention, BuzzSumo, Brand24, and SentiOne are among the main apps to consider if you are planning to create a social listening system for your firm.
Always read all the comments on your blog and your social media channels and respond timely and professionally. According to the survey2, 42% of customers expect to get your response within 60 minutes and 32% expect a response within 30 minutes. So try to post your reply within the 30-60 minutes timeframe, especially when it comes to the frustrated customer who expresses their complaints through the social media.
Don’t erase the comments. It can provoke even more aggressive reaction that will be a lot harder to fix.
Evaluate the degree of the consequences that can take effect on your company brand image.
If the comment was left by one of your unsatisfied customers, your response should aim to calm him down and to resolve the issue. Providing some types of compensation is a good way to deal with angry clients. A quick and professional reply will help to handle the situation and will add more credibility to your company.
Try to adjust your tone of voice accordingly to the one used by your client in communication with your customers.
You can also consider creating a separate social media profile dedicated to handling this type of issues.
A specialized internal document can be also a great addition in creating an effective brand reputation system protection. This document should describe a set of actions that a company and their stuff should take in case of social media crisis.
All crises situations are different and require a specific response, adapted to communication channels. If the situation is getting very serious and your brand image is in a danger, the best way out of this situation is to hire a lawyer and crisis management company.
Stiverne Law Firm offers a business law services that can help you to protect your company and legally cover your business.