Multiple social networking apps and sites have emerged in recent years. So, tracking customer reviews and remarks has become more difficult.
To manage your online reputation, you need to track negative customer sentiments and address them. Social listening helps you protect your brand’s reputation by providing real-time access to customer insights.
With social listening, you can monitor and evaluate customer conversations. As it involves the use of automation and AI tools, the process becomes seamless and quick.
Social listening provides you with insights into customer behavior and buying patterns. With these insights, you can also improve your marketing strategies. In this article, you will learn when to use social listening for online reputation management.
Understanding online reputation management
In simple words, online reputation management means taking care of your brand’s image and reputation. A brand’s public perception is defined by what people see and listen to.
If a majority of people say negative things about your brand, it creates a bad impression on customers. Similarly, good comments and posts create a good impression on potential users. So, handling social media and online reputation management cannot be seen as different concepts.
Social media review management is an integral part of this process. Negative reviews may pop up on your website or search engine pages. You have to suppress these reviews either by resolving customer issues or using SEO-based ORM (Online Reputation Management) tactics.
A single bad review or comment can decrease your online sales. So, the importance of social media in online reputation management cannot be neglected.
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What is social listening?
Social listening is a process that involves a series of activities. These activities include monitoring and analyzing customer reviews, posts, and comments.
The comments, feedback, and posts relevant to your brand determine your brand’s image. Social listening tools negate the need for manual tracking. They help you track customer conversations without wasting your time and effort.
They also provide real-time access to negative publicity and content. It helps you to take quick action to repair the damaged reputation of your brand. Due to these reasons, you must implement social listening for brand reputation management.
The Importance of Social Listening in Online Reputation Management
You cannot undermine the significance of social listening for online reputation management. The reasons for this are highlighted below:
1. Proactive approach
Reputation management is not a uni-dimensional process. It involves tracking multiple social media apps and online communities. It also involves social media crisis prevention, for which you have to take the necessary steps at the right time.
With social listening, you can adopt a proactive approach as it provides customer data in real-time. The delay in handling negative sentiments often creates a crisis. By notifying you about a potential crisis or event, social listening helps you prevent it.
2. Real-time insights
Real-time insights into customer feedback and reviews help you gauge what they think and say about your brand. By developing smart ways of tackling bad comments and posts, you can maintain a clean brand image.
Real-time brand reputation tracking using social media is possible using social listening tools. You can track your brand name, products/services, and other relevant search queries.
You can also obtain insights into your competitor’s brand positioning and strategies. For that, you must use an advanced social listening platform.
3. Customer Feedback and Sentiment Analysis
Analyzing customer feedback and sentiments is paramount to your brand’s success. By evaluating the shortcomings, you can improve your products or services. It also helps you upgrade your marketing strategies as per the requirements of end users.
4. Identifying Potential Issues and Crisis Management
Without social listening, it is impossible to track potential customer issues and pain points on time. Failing to analyze the negative sentiments surrounding your brand can result in a social media crisis.
Suppose that there are repeated complaints regarding your customer service. If you do not track these complaints on time, the customers will start spreading negative things about your services. Some of them may abandon your products or block your social media pages or accounts.
All of this can cause irreparable damage to your brand’s image. By providing real-time insights and customer data, social listening helps you prevent and manage an online crisis.
Key Indicators for Implementing Social Listening for Effective Online Reputation Management
You must track customer conversations without a break to prevent a social media crisis. To manage social reputation and social listening strategies, create a list of key indicators. These indicators suggest that you start using social listening tools to improve your brand’s reputation. Some of these key indicators include:
1. Negative online reviews and feedback
Customers share their experiences after using your services or products. They usually prefer social media to express their views and opinions. If you see a lot of negative feedback or online reviews, it means that your online image is not good.
Negative reviews and feedback create a layer of doubt around a brand’s reputation and value. It indicates that the customers are not happy with your services or products.
Whenever you see such negative reviews and feedback, hire a social media review management agency. You can reply to feedback and reviews on priority. Your focus must be on addressing customer issues as a priority.
Once their issues are resolved, you can ask them to delete their negative reviews. You can at least ask them to post another review stating that they are now happy with the resolution.
2. Brand Mentions on Social Media
A simple way to check whether good or bad things are being said about your brand is to track brand mentions. It helps you determine whether your brand’s perception among users is on point or not.
Social listening tools are capable of tracking brand mentions. You can also use customer experience management platforms to track brand mentions 24/7. If negative conversations are being highlighted through brand mentions, you must implement social listening for brand reputation management.
Through social listening tools, you can make apt decisions regarding your brand’s marketing and product development strategies. Further, you can incorporate them into your marketing strategies.
The customers will notice that you have taken their feedback seriously and will start complimenting your efforts. All of these activities are essential for online reputation management.
3. Trending topics and discussions
Trending topics and discussions provide you with insights into ongoing industry trends.
They also let you know about the common issues that your customers face. You can use these topics to create engaging content.
You can reveal how your products resolve the specific issues faced by the majority of audiences. It improves your credibility and generates positive sentiments among the audience.
Analyzing competitor brands is also crucial to handling social media and online reputation management. By observing what customers say about your competitors, you can find your shortcomings.
The negative things about other brands can help you detect the things to avoid in your products/services. You can also incorporate these insights into your marketing plans.
5. Influencer Engagement
You must also use social listening to observe influencer engagement. The influencers that create engaging content can be hired to promote your brand.
You can shortlist the influencers for a marketing campaign and ask them to review your products. With the support of influencers, you can revive your brand’s reputation and online image.
Benefits of Implementing Social Listening
Staying updated with the latest industry news and events is essential to staying competitive in the market. Social listening keeps you aware of the end user’s changing preferences and requirements. It also reveals trending topics and news related to your industry.
By implementing social listening for brand reputation management. You get these benefits:
1. Enhanced Brand Reputation
Social listening helps you re-evaluate and redefine your content strategies. It helps you identify the best influencers for your brand. By working with these influencers and creating relevant content, you can improve your brand’s image.
Through constant monitoring of negative reviews, you can fix them before they transform into a crisis. You can employ online reputation management strategies to increase your brand’s visibility. A seamless management of your online reputation and social listening strategies can boost your online sales and revenue!
2. Improved Customer Experience
Through social listening, you can track whether customers are happy with your support services or not. If they are not happy with your services, you can make the necessary improvements.
Incorporating customer suggestions into customer service can enhance their overall experience. You can provide customer service through various touch points like email, online chat, telephone, video calling, etc.
Each of these touchpoints can be integrated with social listening tools. By analyzing the conversations, you can determine the best touchpoint for offering support services.
3. Competitive Advantage
Social listening ensures that you get faster access to customer requirements and issues. By accessing them and taking the required action, you get an edge over your competitors.
Having seamless access to customer insights is helpful for eCommerce apps and online businesses that operate in a fiercely competitive market. Social listening tools make you aware of the customer’s expectations.
By staying updated with the latest industry trends and topics, you can create better content strategies. You can establish yourself as an industry leader by creating useful and meaningful blogs and posts.
4. Crisis Prevention
Crisis prevention is a critical aspect of online reputation management. Social media review management is one way of preventing an online crisis.
People post reviews on review sites. Their vivid emotions are reflected in these posts. These emotions influence your brand’s overall public perception and image. By handling the anger or frustration of your customers sensibly, you can emerge as a responsible brand.
An untoward situation or leaked videos of your customer executives behaving badly with customers can damage your online reputation. Keeping track of such incidents is possible with the help of social listening tools. You can use various tactics to remove the links and content that affect your reputation.
Best Practices for Effective Social Listening
Using social listening tools to monitor customer conversations happening on different channels is not sufficient. You must also be aware of the strategies that you need to employ along with social listening.
Here are the best practices through which you can implement social listening for online reputation management:
1. Regular Monitoring and Reporting
The first step is to monitor customer conversations consistently. While monitoring these conversations, you can identify the key indicators and report them to the respective department.
Suppose that the customers are not happy with a specific feature of your product. In this situation, you must convey their feedback to the product development team.
If the customers are dissatisfied with the support services, report it to the customer support team.
If you come across an innovative sales or marketing strategy, you can inform your sales and marketing teams. Similarly, different types of incidents or updates can be shared with the concerned departments.
Opt for a social listening platform that possesses report-generating capabilities. With it, you can create an insightful report and share it with the respective team members.
2. Engaging with Customers and Influencers
Listening to customers is just one part of the process. The real difference is created when you engage with customers and use customer insights to create better content strategies.
Also, finding the right influencers using social listening tools is not sufficient. You must engage with them to create useful and meaningful content for your audiences.
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3. Tracking Competitor Activities
Tracking the activities of your competitors will reveal useful details about their sales and marketing strategies. You can analyze their efforts to create brand awareness and visibility.
You can adopt the strategies that have worked for previous brands. By analyzing what customers say about other brands, you can make improvements to your products and services.
4. Continuous Improvement and Adaptation
Improving content and brand reputation strategies are equally important. Staying updated with the latest tools and technologies and using them to track user data can make a difference.
Konnect Insights is an omnichannel customer experience management suite. It possesses social listening and BI (Business Intelligence) capabilities.
Along with that, it allows you to protect your brand’s reputation by tracking brand mentions and trending topics. You can also use it to manage and measure your marketing campaigns.
These are some ways to implement social listening for brand reputation management. You must use the right tools and platforms to track customer conversations. Collaborate with the right influencers to create impactful content strategies. These strategies will increase your popularity and improve brand visibility and awareness.
You must find new and innovative ways of engaging with your audiences. Social listening will provide you with the customer data and insights required to shape your content strategies.
Finally, using platforms like Konnect Insights helps you stay updated with the latest industry news and customer insights. You can integrate more than 3,000 apps with this platform to manage customer data effectively. Visit its website today and learn more about the features of this customer experience management platform.