The internet and social media has made it infinitely easier for consumers to contact companies about their products and services. This is fantastic for the consumer as they have direct contact, and in most cases it’s beneficial for the companies to hear what their consumers have to say. However when the feedback is less than complimentary these comments can snowball and cause significant damage.
Listening to your customers and valuing their opinions is very important for companies, as without loyal customers (in turn buying products or services), there really is no point to a business. So when they have something to say about you, you need to listen and take note. With the popularity of blogs, social media and forums soaring, consumers can talk to each other about their experiences as well as talking to the companies. It is integral that companies monitor these online conversations so that when something negative is said they can prepare a response and have it instantly posted.
Public Relations is all about creating and sustaining a positive reputation, and today this is done partly through instant online communication. The important of communicating with your public today is no different to before the internet was so popular and user generated content was the norm. Back then if a company didn’t react quickly to a crisis or a negative comment made about them, then the public would start to loose trust in them. For example when Coca Cola had had their recall in Belgium during the summer of 1999, the main factor in escalating the crisis was CEO Douglas Ivester’s silence on the whole thing. Today there is no excuse for CEO’s not responding to a crisis, a statement can be made immediately and posted onto a company’s website. In some cases you can prevent a crisis simply by watching what the public is saying about you and officially responding where appropriate. People want to know what is going on and they hate being left in the dark, so to avoid idle gossip it is hugely important to keep them informed and it is now than ever.
There are various tools out there that you can use to monitor your online mentions. There are online web searches like Ice Rocket or Addict-o-matic. There are social media specific monitoring tools like Brand Watch and Radian6 (more can be found here) You can even track mentions of your company on YouTube videos and other sites that host video via Google Videos. A lot of these services are completely free allowing any company to monitor what is being said about them, whether it be your local cafe or major international businesses like Starbucks. Even if your business doesn’t have an official social media presence it doesn’t stop people using Facebook or Twitter to talk about you, where user generated content is concerned anybody is fair game which makes it all the more important for companies to invest time into tracking what is being said about them.
It really is integral for any serious business to have measures in place so that they can act fast and respond quickly to user generated content like blog posts or Facebook comments, especially when they are negative to your company. You can’t afford to ignore the influence and importance of these online conversations, in these situations timing is everything the faster you can respond, the better the outcome will be.