Social Media- Good Question
With the rise of social media and user-generated content, managing your business’s online reputation is key to owning your brand and is fast becoming a growing problem for companies.
Are you using the services and technologies of emerging vendors such as Reputica , Nielsen BuzzMetrics , Andiamo Systems , Market Sentinel or Visible Technologies to help you monitor, protect, nurture and build a stellar reputation for your business.
For further insight on this topic, please visit:
http://www.saastream.com/my_weblog/2008/01/new-years-top-r.html
Christian Smagg
Csmagg@gmail.com
www.saastream.com
Answers (40)
Ray . Casey
Owner at Arestar (R*), LLC - Innovative Home and Marine Automation Solutions
Best Answers in: Business Development (1)... see more
Good questions and I am waiting for the answers :). First off get tuned into the Trademark process, know the terms of usage of the site you post to, get a trademark in the EU first and then US (My brand/trademark is getting slimed by a gangster rapper, thug from France on MySpace, very painful for me, yet I complained to facebook and they knocked this guys account offline the same day of the complaint. MySpace has done NOTHING in 2 months). Create a BLOG to use as PR when the abuse starts... Make sure you win the SEO battle against the offenders. I am not an authority here just telling ya what I am dealing with right now. Oh, get a lawyer :)
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Ray . Casey also suggests this expert on this topic:
Clarification added 27 days ago:
BTW - Also be very sure you 100% trust and know the person/company that does your incorporation for you. My incorporation was BOTCHED and that left the door open for my troubles. The plot could even be uglier if you are not working with a will known/reputable incorporation mill.. Caveat Emptor and do NOT shop for the rock bottom lowest price on incorporation...
This is an excellent article.
It reminds of the Microsoft Vista ... and how the average computer buyer nowadays is saying, "I need a new computer, but it can't have Windows Vista on it"
If you go onto Dell or HP, you can't buy a new computer that does not have Vista, so many buyers are forced to go to websites that are lesser known and less reliable because they have older computer models that use Windows XP. Many others though are buying MACS ...
Sure, there are problems with Vista, but Microsoft should have people out there not only fixing these problems, which they already are, but also promoting that the problems are fixed and that the uproar is somewhat of a hoax. In other words, hire people to comment on the blogs, the forums, and the message boards. Microsoft should create it's own blog, and encourage customer participation and insight. The more microsoft participates in the discussion, the better they will be treated as a brand.
The same should be applied to any business. Every business should have a blog that encourages participation. Every business should have a facebook and myspace pages that lets customers see who they're dealing with.
Microsoft isn't some large corporation that feeds off of the weak ... it's an innovator, with innovative people that love their company, their work, and their lives. The more we are able to meet these people face to face (online), the better it is for their brand.
Bottom line. No matter what business you're in, large or small, you gotta let your customers "in" buy participating in social media. Those that don't participate will be left behind.
Joey Rahimi
joey@brandingbrand.com
www.brandingbrand.com
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Curt Craighead
Divisional Content Manager at JCPenney and Owner, Best Light Communications
It's short sighted and ill-advised to think you can. As a consultant, I find the companies most interested in managing their online reputation and brand ID are companies more interested in managing the perception of the truth. That is to say if you are operating in a way beyond reproach, the management of your corporate persona isn't an issue. Slander and disgruntled employees notwithstanding, we should be building brands and organizations we're proud of, and are confident enough to launch into the world without trepidation. This pride in itself enhances the brand identity.
Social networks and UGC can be an opportunity for your on- line business as well as a part of risks that can threat your brand image and reputation:
1. An opportunity:
Social media (digg likes, bookmarks, newsgroups) allow you to build and diffuse your brand image quickly, but you should choose ones which drain visitors to your web site, so you don’t waste time and effort in building relationships within networks without any returns.
Because, to generate qualified traffic than convert these leads into customers, not only simple customers but loyal clients, need too much efforts and energy.
To build long term relationships is the key for your business.
Let clients and potential customers take part of your activities: suggest new ideas, recommend your products and promote your business thanks to marketing article and affiliate programs.
Bloggers can be powerful affiliates to your campaign and share the marketing effort with you.
Also the promotional supports that you can supply them with are important. As we talk about viral marketing and prescriptions, testimonials are good means.
2. A threat
Also social media can be a best place for upset customers or even in-home employees to attack you and get your image down. So the tip don’t upset customers and keep an eye on your unsatisfied employees.
It’s so important to track what’s been said inside your social networks or other networks.
May be all you need is so simple than you thought: just tape your domain name or your company name in Google “it will told you what’s been told about you in the hood”.
Being a die-hard search marketing guy, I still think this question relates back to search strategies. Whatever people can search through a Google-affiliated search engine will yield results which will create the main consumption channels online. Social Media Optimization and other more recent developments all are little more than novel ways of looking at the same old search equation. Keeping the brand intact is more specifically a branding issue and I think belongs as a subset of search marketing for any web marketing department. I like all of the tools mentioned, and many others like the Google tools rolling out now, but I think too much emphasis is usually put upon the do-it-all tool to perform magic since most tools can't quite "do it all". The magic is in my opinion to be found within the experience of the hardcore web marketing veterans who have experimented and innovated over the lifespan of the Google phenomenon and how it has transformed/subsumed all other innovations on the web regarding search.
Ultimately, I think the brand identity does not normally suffer from over-exposure issues in the social media arena, however, care must be taken in the selection of social media marketing partners. This is another reason why nobody is ever going to be satisfied with any one suite of tools out there in the quest to conveniently leapfrog the search marketing expert.
Blogging and other user-generated content will find it's own sphere and I think it already has, largely. It's not given more credit than due, and ultimately we are all going to have to surrender to the idea of everyone having a potential impact on our brands. This is why PR is already factor to displacing much offline advertising already.
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Susan Emmens
Online Marketing Strategist and total Word Nerd
Best Answers in: Guerrilla Marketing (1)
Hi there Christian,
Personally, I sign up for Google Alerts to email me when my name or company shows up in a search spider crawl. While it's not foolproof, it at least helps me see what's going on out there.
I've never had to employ any external help, but I'm a wee little person in the grand scheme, and probably not an overly controversial one at that. What I've found has helped with clients who've asked for help with this is aggressive content building around their name or business, securing hits from reputable sites, etc. The more you can drive down the bad reviews in search the better, at least for right now.
Renée Barrett
Business Development & Marketing Consultant; CRM Trainer; Social Networking & Change Management Coach; Speaker; & Writer
Best Answers in: Using LinkedIn (1)
That was an excellent article! Additionally, it's not just businesses but also individuals that face this problem.
Most marketers are familiar with the 4 Ps of the marketing mix: product, price, place & promotion. Online social networking isn't that different.
Here we have become the product and now also must safeguard our unique brand identities. I believe that online social networking which is arguable a form of individual marketing, centers around 4 new Ps: privacy, persona, placement, and postings.
When you participate in sites like LinkedIn, Facebook, MySpace, Digg, Craigslist, Amazon or your own blog, individuals first need to consider these 4 Ps. They will improve the quality of your online social networking experience.
Privacy - Young or old, some degree of privacy is desired. Employers, big brother, and others are watching. Use settings on sites to control who sees what information, photos, & blogs.
Persona - Decide how professional you need to be and how much of your personal identity you are comfortable sharing with the world. You know the first w in WWW. Don't leave yourself vulnerable.
Placement - Time is the most precious and unrenewable resource we own. Who should get your online time? Will it be your friends, hobbies, career pursuits, or kindred spirits? Only you can decide what communities deserve your profile.
Postings - What should I say about myself and others? Will I speak my mind completely or censor myself. Will my words haunt me one day? Am I listing private contact details that jeopardize my personal safety? Metadata can be harder to remove than a tattoo. Think before you post, then edit.
A greater deal of strategy needs to be employed in the cyber world. Businesses and individuals that don’t make themselves aware of the best course of action will be held accountable by someone.
I think the best way is to get content with value out on the web. Real discussion from genuine people who have a real point of view. Get rid of puffery, get rid of scrubbed, content-free marketing literature, and give away some worthwhile information for free. If people want to engage you and challenge your facts or argue from their point of view, that's great. Keep the conversation going and keep it interesting and your community will find you. The Cluetrain Manifesto is the best resource I've found so far on this.
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While managing your brand and reputation online is more challenging than ever with the Web 2.0 explosion, the fundamentals have not changed. Perhaps my background in public relations helped out in my early days of Web marketing back in '96, but I've been helping clients manage reputations since then, using a variety of tools. To answer your question, I believe the vendors you've mentioned (and a few you haven't like BuzzLogic) all offer powerful insights, but at a relatively high price. We largely rely on free and low-cost tools to monitor and manage client reputations, as much for the value as for the insights garnered by doing your own legwork. We like Google Alerts, RSS aggregators and media-specific platforms like Technorati. For more insights into our philosophy and approach to online reputation management, I've included links to relevant articles below.
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Management of reputation is nothing new. Nor is people's willingness to backbite, criticize and generally sound-off about brands, corporates or products. But what has changed is people's willingness to utilize publicly accessible media in which to channel their frustrations, opinions and views. Call it what you like - Web 2.0, social media etc - this phenomenon is influential because people believe people. They always have. How many times have you gone off a friend's recommendation when buying something ? Well, this is still happening only the audience has increased from a small circle to many millions. And that is the principle reason why it is influential.
To reference one of the posters above, yes this is about perception. But unfortunately (or fortunately, depending how you look at it), perception is what counts. Fact plays only a supporting role. I could recount many instances where stock price has been severely damaged by the influence of internet-hosted content but I'm sure you could do the same. Taking the moral high ground and hoping that your brand will carry you through is risky.
So, in my opinion, the challenge comes not only from the ability to monitor what's going on (which Google Alerts do in a limited fashion) but also having a comprehensive knowledge of HOW data proliferates around the internet, a measurement of WHICH data sources are influential and, most importantly, having tools and techniques at your disposal to be able to take a proactive strategy to mitigate potentially damaging data.
Links:
Michael Seidle
mike@seidle.net - CEO Indy Associates - Internet Marketing - Affiliate Program Management - SEO
Best Answers in: Career Development (1)
The secret to having a good reputation isn't buying a glorified content alert
system - it's actually doing good business and being a good human being. If you do things right, you find people that will simply stick up for you (try badmouthing an Apple product). Also, don't stick you head in the sand - let employees participate in forums - and simply have a plan for response to negative posts (i.e. have someone post a "private message me and I'll see if I can help out - then fix the problem) that turns negative into positive!
Most companies that have asked me about reputation management often are simply asking how to silence people from talking about their product or want to create an artificial reputation. Most often it's because a consumer got pissed and put up either a web page telling their story. The first response is to send in the lawyers - which often makes the situation far, far worse.
If you are looking for a good way to keep track of your reputation - try Google Alerts, Technorati and del.licio.us. They cost less, and don't give you "metrics" (which often have more in common with a random number generator) and do show you what Google is finding and indexing and what bloggers are talking about.
With social media the nature of your dialogue with your ecosystem will be your underlying support for your brand reputation. Being authentic, collaborative, efficient and real time in your social media dialogue will be essential to building and establishing your brand reputation. The goal of social media is to turn your prospects and customers into your brand champions & innovators.
There are several tools emerging to gage the buzz around your brand (Nielsen buzz metrics) and also what sites hold the most sway in your digital ecosystem. For example the SEER tool from VML can identify what bloggers & websites hold the most influence over your particular ecosystem. While these tools give you some insight into the buzz around your brand and where to leverage your message they do not build brand.
Adopting a social media strategy in many ways means adopting a brand vision that stresses a two way dialogue with your ecosystem. The reality is most companies are used to telling and not used to conversing. To make your prospects and brand champions you must focus on building this two way dialoge..It’s expected by your ecosystem. However while its easy to get all the tools in place to build this dialogue it’s another matter entirely to ensure that your company culture is seated in a dialogue frame of mind.
Check out my blog http://marketinggimbal.typepad.com/ on it I discuss social networking and lick to many social networking resources that you find of interest.
ED
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C. Edward Brice also suggests these experts on this topic:
Mike Bonifer
Author, Educator, CEO at GameChangers
Best Answers in: Professional Networking (1)... see more
The act of branding falls to human beings and the choices we make in our interactions with one another.
Here's how branding will be different in the Networked World ("with the rise of social media and user-generated content") than it has been in the past:
1) Instead of the rigid organizational structures of the Industrial Age, with their top-down dogma and scripted scenarios, we operate with the fluid nature of Networks, with their often chaotic and unpredictable scenarios. ("Network karma runs over top-down dogma, grasshopper. No one cries. Dogma is old and tired. And blind. Did not see karma coming.") This makes possible, in fact necessitates, an open dialogue with the marketplace. Our brand’s messaging, in other words, is not what we DICTATE, but what we ATTRACT. The more productive this attraction, the more potent our brand. Apple, as an example, attracts visually creative people. They do it by speaking in the meta-language of design. This defines and shapes their market and their brand. The number one concern of the stewards of a brand in the Networked World is to attract more productive than destructive energy. The difference between those two forces is the difference between profit and loss. Between ethics and immorality. Between what matters and what does not.
2) The amount of information generated by social media means that brands will get better at filtering out noise to get at meaning. Listening to the market is its art form. Old school Industrial Age brands were good at listening to each another, which meant that the game was often to ADD noise to their messaging to conceal the truth from competitors, the public, the government. In the Networked World, there’s so much noise and natural obfuscation – it’s a jungle out there! – that the tools of listening and monitoring will be of utmost importance, and transparency and clarity will be the objectives. This is where I think your own personal ‘Smagg brand' shines. In an age when what I call ‘Suggestions from the Audience’ shape and inform brands, excellent listening is where excellent branding begins.
3) Assertive protection is vital. When walls come down, the unscrupulous parasites sneak in with the well-meaning tides of people and ideas, and while listening will alert you, the protection of one’s brand in the Networked World can often require fierce action. I go back here, to my original assertion, that the actions taken by human beings independent of any particular brand of software or technology will be what ultimately guide and safeguard brands. Let me give you an example. I have a good friend with a very successful export company based in the Midwestern U. S. 25 employees. 2007 revenue, $125 million. They export over 300 industrial products under their brand name. In China, they have been getting ripped off bigtime for the past 5-10 years by a counterfeiter. The internet alerted them to the alarming scope of the rip-off. In the past year, the company’s management took the following actions: brought in outside counsel with expertise and connections in international trademark law; issued a warrant in the state of Louisiana (tough on counterfeiters!) for the counterfeiter’s arrest; alerted Interpol, and U. S. and British and law enforcement; testified before the U.S. Senate on anti-counterfeiting laws, conducted guest lectures in MBA classes on trademark piracy; got the Voice of America to begin covering the counterfeiting story; and set up a sting operation in London in which the owner of the Chinese counterfeiting operation has been jailed and is currently awaiting a British judge’s ruling on extradition to the state of his worst nightmares – good ol’ Louisiana, U.S.A. Even if that counterfeiter manages to dodge jail time, you can bet he’s going to think long and hard about ripping off my friend’s company again. Monitoring prompted action. Action changed the game.
Thanks for posing the question. Best in 2008!
Links:
(Disclaimer)
The advent of SM really does present more opportunity than it does risk. SM is now the method of choice to enhance brand image, influence traditional media coverage, gain online visibility and build relationships with a targeted audience.
That said..."How to manage online reputation, maintain and enhance brand identity with the rise of social media and user generated content":
1. First and foremost, participate.
Choose a select few, targeted SM channels (to avoid the poor image resulting from weak profiles and to guard against "social media burnout.")
These targeted channels will be topically related to your industry, genre and audience, as well as those that afford an opportunity to distribute quality content that establishes your brand as a thought leader or authoritative source.
2. Use SM to get on the SERPS (search engine results pages).
Know what content will appear in the SERP titles on various SM sites.
If you receive negative "social media press" it can be quickly counter acted by stuffing those negative search results down in the results pages by quickly gaining new positive visibility.
I.e. - If someone posts a thread in a forum, "company x sucks", (forum thread titles appear as the listing title in the SERPS) this press will probably appear on the first page for company x's name. For quick brand management control, Company x can then distribute content that gets picked up in the search engines quickly; like YouTube, forums, blogs, squidoo, etc., making sure to include the business name in pieces of content that get used as SERP titles.
3. Always use the soft sell approach. Whatever SM channel you choose, one thing remains consistent. SM users despise hard sells, or anything that even remotely smells like one.
4. Exercise consistency with tone and manner of your content and writing style. As we all know, consistency contributes to trust and over all brand strength. Align your SM participation with your brand standards.
5. USE GOOGLE ALERTS! Google offers a function that allows you to choose a word or phrase to track - any new appearances of these phrases (i.e. your company name) will be sent to your inbox. The first step in online brand management as it relates to SM is to evaluate the landscape.
As Steve Pavlina says, "ready aim fire" is always better than a "ready, fire fire fire." So true in Social Media!
Links:
Peter Nguyen
Editor in Chief, CareerKnowledge.net (omnidigitalbrain@yahoo.com)
Best Answers in: Career Development (16)... see more
Christian,
Thanks for the links! I appreciate the fact that your questions always contain valuable information!
As an economically sovereign individual, I do indeed seek ways to manage my reputation and "brand" online.
I do that mostly by sharing my knowledge through blogs and portals like CareerKnowledge.net.
Unlike most companies, I create a "nuclear" kind of network where I encourage my connections to resell my products and services, so that they too can make money while I expand my reach and passive income.
In other words, I use powerful concepts like "viral" and "nuclear" in order to saturate the world with my knowledge products. Only by "tasting" my solutions will people truly know what my "brand" is all about.
The real value of the internet(s) lies within a system developed and leveraged by the individual. The intelligent application of learned knowledge, is the name-of-the-game. Copyright is being challenged heavily as this progresses. Consequently, marketers and brands ( the oh-so dirty word–commercialism ) will not survive in this model. User-generated content is intellectual property. A user has re-interpreted their experience with a product, service or message. And in doing so, this reinterpretation becomes their ( the user's ) respective property. Doing this in a participatory fashion, they develop a rich reputation built on idiosyncratic data that will then be reinterpreted by another user or discarded based on it's lack of merit. Another community would have made this possible.
Interoperability and mobility of content is subject to copyright, which is the only reason there is not a true mobility; learning what you want, when you want it or–discovering a new product, service or idea.
Ironically, users and companies are willing to use Google docs and Microsoft live for business purposes. Google and Microsoft both stipulate that they are not responsible for lost data and that they may use this data however they see fit. Interoperability and mobility of content is the responsibility of each user respectively.
The box is full of pinholes with a transparent wall.
The Copyright has become the Right-to-Copy.
And subsequently, creativity and copyright ( in themselves ) will need to be redefined.
Teach and inform with selling as an extension.
Curt Craighead, nailed it.
Well, that's the million dollar question, Christian —
I believe that many companies are still unaware of the effects of Internet content on their business. Many companies might believe that, especially if their business is offline, that what user-generated content online says about them may not directly affect their business; however, in this day and age, consumers are turning to the Internet to do their due diligence.
A bad review online can make or break many potential sales. I know because I have been clicks away from buying something and, if I see some negative reviews, I will quickly look for somewhere else to take my business.
What I think is happening is that the marketplace is finally realizing that brand 'ownership' has actually transferred from the producers of products and services to those that actually consume them daily (about time).
The only real way to manage reputations is to launch products and services from the beginning imbued with qualities that inspire the end consumer to maintain, enhance and protect your brand identity for you. If a bad reputation attaches itself to a brand it is because the products and services impregnated within that brand are fundamentally flawed.
There is a natural conversation that is engineered into the products and services that your brand produces. Whether you're engineering with molecules or electrons you should be cognizant of that conversation before it has the opportunity to magnify itself online.
Given the social media tools currently available for consumers to propagate information one would be foolish to not pay attention to what customers are saying. Furthermore, one would be shortsighted by not creating as many opportunities as possible to get consumers talking. Any tools that can provide you with the ability to capture that information so that you can inject lessons learned into subsequent iterations are gotta haves.
Expending energy to control a customer's ability to proliferate negative brand associativity or to curb their conversation however, is the exact opposite of what should be done. That does not address the core issue of why your customers chose that particular stance.
Let the consumer talk (even encourage them to), they're going to do it anyway. Make sure you've engineered the conversations into the products and services.
Pete "NetDoc" Murray
Owner, ScubaBoard.com & InterMedia Publications Inc.
Best Answers in: Change Management (1)... see more
Internet communities are often overlooked and yet are wonderful resources to expose others to your business ethics and ability to resolve customer service issues. Rather than trying to control or manage your reputation reactively, you should be incredibly PROACTIVE in your dealings with consumers.
Oceanic is a manufacturer of Scuba Equipment and realistically their reputation was not in line with the quality of their products. Divers just did not seem to trust or like their gear. After four months of actively participating on www.ScubaBoard.com, they not only repaired their reputation, but they turned it completely around. The president of Oceanic has been quite pleased indeed with their new found reputation and the increased sales it has produced. Before, if you said something bad about them or their customer service, most would agree and few would contest the statement. Make the same statement today and you will likely have a fight on your hands.
You either ignore them an lose, or embrace them and win, but communities are here to stay and people are turning to them in droves to research Avoid them at your own peril.
Cynthia Bemis suggests this expert on this topic:
Elmer is an expert on social networking...check out his site at www.thinkingserious.com
Hi if you're interested, there was a really good article last year in Inc. magazine talking about online reputation building. This article basically pointed out that any buzz you receive online that is marginally good, gives you an opportunity to piggy back on that particular contents popularity allowing you to increase your returned relevancy rating on the search engines.
Can you give an example of company, in the B2B space, that is facing a reputation problem due to user-generated content? I can see there is a possible connection, I can also see why those "emerging vendors" are ready to jump on this opportunity and play on the fear factor in a post "Arthur Andersen" world. As one of your readers suggest below, the key is first and foremost to focus on making employees and clients proud of the organisation they work for and with.
Marc Paxton
Product Specialist & Integrated Marketing Communications Professional
While any of the companies you've listed could do a good job of attempting to manage a company's brand and reputation, we all must consider something: both the brand and the reputation of a company exist in the minds of consumers. Understanding this fact helps relieve some of the pressure that companies put themselves under. They have no control over exactly what people think of them.
That being said, there is a plethora of ways in which to engage customers, and that includes B2B customers. To start out, any company can do some things that don't require the aid of a specialized agency. The road to a good reputation ALWAYS begins with improved customer service; it's the one sure-fire way to improve the way people think about a business, and it's the one part of the good reputation equation that must be there. Every other strategic improvement will relate to the specific business model, but a company that wants a good reputation in the minds of potential and current customers MUST start with customer service.
Agencies that advertise that they can “change your reputation” are guilty of puffery. No amount of dollars spent can change the way people think about you. A good reputation management agency will teach how to manage the current reputation – it’s in the consumers’ minds – and suggest ways that customers can be engaged to help to improve the relationship.
Avoid buzz-word using Marketing people and UGC in general and do something completely and utterly original. Resource the traditions and foundations of your brand culture, ie...why you got up out of bed with a passion in the beginning and build from there. I would AVOID trends, and make my own.
Jermyn Shannon El
Founder, BLACKSONVILLE LLC and Marketing and Advertising Consultant
Those who grind will surely shine. Its the power of leveraging as many social networks as possible that will make your brand stand out. Search keywords "black jacksonville" on Google and Yahoo and witness the power of a brand that started on only $200 by a two man team. Web 2.0 forces us all into a world of opportunity through alternative media that gives the end-user complete power and autonomy to play the game as the Big Boys.
Links:
Kunal Ghosh
Engagement Manager at Accord Group India (Executive Search)
Best Answers in: Personnel Policies (1)... see more
I think any SME owner, who is tuned in can use several online tools to keep abreast.. use online dipstick surveys to check on reputation, customer satisfaction.. to using blogs and social networking sites to check the buzz.. building custom search engines using google or any other tool is a good way to start, this gathers anything that comes up regarding your product or service across sites, social networks, bulletin boards, online groups, blogs, chat rooms etc..
I appreciate the fact that you’re looking for some insight, suggestions and or guidance on effective services and technologies, but there are no ready-made, out of the box solutions when it comes to reputation. If reputation is to be developed and or nurtured as a competitive advantage then there is no short-cut. The route cannot be driven - only walked. There is no distinction between an online reputation and a reputation. There is only one way to achieve a ‘stellar reputation’ and that is by ‘doing the right thing’. In other words, by delivering a stellar performance in relation to all of the issues that are of interest and concern to all of your stakeholders – not just those in the boardroom and who receive dividend checks - from product quality and customer service, right through to the social impact of your inputs. Attempting to manage perceptions that do not accurately reflect the stakeholder experience is a risky business and it is getting riskier by the day. External services and technologies can only help to monitor. They cannot help you protect, nurture or build a stellar reputation unless you already have one.
I took a more basic approach and started a lens on squidoo.com to post and gather all possible information about our company onto one site. I think this site is the brainchild of Seth Godin (author of "The Purple Cow", "The Dip") and it's neat concept when you fully exploit its powers. Right now I use it to pull articles from Google blogs (among other places) that relate to our company based on certain keywords.
The resulting lens consists of information that I have provided (company info and links to our newest development projects) along with data pulled from other external sources. It's pretty useful and it allows me to track activity related to our brand while also providing a place for me to share information that I feel best reflects our company. When something is posted that doesn't reflect our vision I can instantly start "damage control."
You can also create a lens with a custom URL based on ever.com. For example, I chose http://best.apartments.ever.com as the starting point for my page.
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Tami (TJ) Grasseler suggests this expert on this topic:
(Forgive me if I unintentionally flub this "Suggest an Expert". 'First time using this feature.)
Hi - perhaps I can help by referring you to a wonderful, knowledgeable resource on this topic. Her name is Robyn Greenspan, our Editor-in-Chief and the originator of "Digital Dirt".
Best of luck to all on this topic!
Clarification added 16 days ago:
Hi - perhaps I can help by referring you to a wonderful, knowledgeable resource on this topic. Her name is Robyn Greenspan, our Editor-in-Chief here at ExecuNet - and the originator of "Digital Dirt".
Best of luck to all on this topic!
www.execunet.com
Just as customers will tell people when a companies products/services don't make the cut, customers are likely to share pleasant experiences as well. A satisfied customer is your best defense to preserving your reputation both online and off.
Constantly, interacting with customers is the best way to enhance your companies products and services. One of the products I sell to make money online are my ebooks. We are constantly thanking customers and asking them for feed back. We will often send customers additional information to help them boost their business or career.
While we don't like issuing refunds our company has made it a policy to promptly refund monies from unhappy customers. Better yet we use these opportunities to find out what we can do to improve so in the future the same are similar situation doesn't happen.
By doing these simple things you help build a solid reputation with customers. They often become stewards of your companies success. These type of customers should be rewarded, by doing so often causes them to do more in way of speaking highly about your company and its' products and services.
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posted by Christine at 9:21 PM
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