Published on February 17th, 2011 | by charliesaidthat0
Managing Reputation Online: #Social PR
Real time reputation management
We find ourselves in a digital world with real time communication. Customers aren’t scared to broadcast their feelings about your brand online, positive or not. For the communications professional this should not be a shock. As PR and Marketing are intrinsically linked the digital goals need to be shared more efficiently.
The ability to identify and leverage key influencers in your niche has become key in utilising social networks. The ability to turn negative brand experiences into brand advocacy is gold dust for any brand.
• How do you find out where people are talking about you?
• Who are the key influencers?
• Does Klout matter?
• Where do you step in after a negative comment in social media?
• When would you be crossing the line and disrupting consumers having a little moan?
• And when should you be offering more than a cursory refund.
These are some of the questions that should be on your PR and Marketing departments (or agency’s) mind.
Doing it Right
In times of negativity and crisis your fans should step in and fight your cause so you won’t have to (nearly as much). This is the power of peer recommendation over brand broadcast.
Just yesterday, the Red Cross handled a social media faux pas very well. A stray tweet from one of their personal accounts talking about getting drunk appeared in their stream. Although they deleted the mistaken tweet, they acknowledged it, blogged about it (here) and their community got behind them.
Marketing and PR for the digital age will be discussed in detail at the all day Social PR 2011 event in London on the 28th Feb. There are some in depth case studies of Sony Ericson & Barclaycard’s PR. I’m looking forward to discussing how to identify and leverage the most connected influencers as well as managing ‘crises’.
And I bet there will be some serious talk about that tricky social media business of ROI. For the full line up go to the Social PR site. Stay tuned.
Disclaimer: This is a sponsored post and I will be live-tweeting the #socialPR event on behalf of Social PR & Influence People. Follow the hashtag #socialPR on the day for live updates and discussion.