People of every age, background, and culture love social media. Instagram, Facebook, LinkedIn, and Twitter are some of our favourite social media platforms. With billions of accounts spread across these sites, this is a great opportunity for any website to grow their brand.

Social media marketing is one of the most effective digital marketing channels available. Every hour of every day, brands of every category use social media to create awareness in the marketplace.

Users on social media are constantly searching for content to connect with. As a business looking to generate high quality leads and create conversation, it all begins with creating a successful social media profile.

  1. Creating brand awareness

    What social media does better than anything is let people know you exist. According to a survey by MarketingSherpa, the average adult between the age of 18-34 is most likely to follow a brand for the first time after they are introduced to them on social media. Include on your profile key information like your address and location, phone number, images of branding and products, and more.

  2. Using the right platforms

    Only use platforms that relate to your business. For example, Instagram is very image-friendly so creating a profile here will rely on sharing pictures of products and services. A common myth is a brand should have a profile on every platform – they actually don’t. If you can build relevant, positive social media experiences, up to 71 percent of the users you connect with are likely to recommend your brand to a friend.

  3. Use social media only if you can maintain it

    There’s no sense in creating a social media profile and never updating it, abandoning it in a sense. According to Lithium, 78 percent of people who make a public brand complaint on social media expect a response within 1 hour. If you have a social media profile, you’re going to want to resolve any disputes or complaints is as timely a fashion as you can. A strong social media presence is dependent on providing regular updates and implementing a strategic marketing campaign based on updates across these social channels.

  4. Separate your business from the personal

    Keep your business social media profiles separate from your personal profile. Subsequently, there’s a different expectation for a business social media page. Users expect to find your phone number, logo, email address, business banner, photos of products or services, details of services, and a background business description of your brand.

  5. Add the appropriate image size

    When adding images to your social media profile, it’s important to follow the guidelines of image sizes for each platform. When you don’t, what ends up happening is a form of image compression which degrades the quality and makes it appear low quality. Across Facebook alone, there are now more than 50 million small business profiles. You want to take every opportunity to appear high quality, professional, and legitimate, to elevate yourself above the competition.

  6. Add a ‘Follow Us’ section to your website

    As you build out your website, you will want to integrate social media links onto every page. Connecting your social media to your site is incredibly important for synergy across platforms. Blog posts, brand descriptions, and landing pages are all opportunities to feature social media links. Surprisingly, up to 96 percent of people discussing brands on the Internet do not follow these same brands on social media [1]. By connecting these people to your profiles, that gives them an ongoing connection to your brand.

  7. Start your own discussions

    Social media is a great place to drive discussions around products and/or services. These discussions can easily veer off into negative territory though so it’s important to monitor them on a regular basis. According to a report published by The Drum [2], social media influences more than 52 percent of all online and offline purchasing choices. If you can control the discussion surrounding your brand’s products or services, that works in your favour.

  8. Blog on a regular basis

    Sharing blogs via social media is a great way to get clicks to your site. Be sure to write business-related content and keep opinions or personal information to a minimal amount. Posting relevant blog content on social media sites like Facebook open you up to having that shared with potentially hundreds of thousands of people. According to We Are Social [ref]We Are Social[/red], there are more than 1 million new active mobile social media users added across these platforms every day. Tap into that!

For more information on how to create a successful social media profile, reach out to All The Way Up Media today.

Online reputation management is not just about looking after your social media accounts and maintaining a Google Alert on your business name. The Internet provides an opportunity for users of all backgrounds to share brand experiences and create conversation. Online reputation management involves managing the conversation that’s happening around your business or industry and looking after online reviews.

Consumer reviews are an opportunity for users online to have their voices heard and to share their experience. Seen on social media sites like Facebook, on search engines like Google, and on classifieds like Yelp, reviews can make or break a business. They’re powerful in the sense that reviews communicate so much about a brand’s standards, reputation, products, and/or services from the viewpoint of the customer. For example, if you want to have a haircut, you’re going to go online and check out the reviews for local hairdressers and salons. Those reviews are going to affect your final decision on where to put your money.

Where do online reviews show up?

No matter the category of business, user reviews have a role to play. Some of the most common online review websites are

  • Trusted Reviews for products
  • Indeed for jobs
  • Glass Door for businesses
  • Trip Advisor for hotels and hospitality-related restaurants or entertainment
  • Exclaim for music reviews.

Brands that aren’t monitoring theirs may have a reputation problem on their hands before long. For example, should a potential customer come along and see a ton of negative reviews, are they really going to want to purchase something from you – probably not.
online reputation management, reviews

How do online reviews appear?

Reviews can appear in a variety of different ways, with a five-star system being the most common. They may also appear as images, videos, or in plain text. It’s true that, in some cases, one bad business review can take down a business. If there’s an accusation that so poorly portrays your brand that few customers want to continue their relationship with you, you’re going to be in trouble. Notwithstanding, the average business may receive a mix of reviews. Some will be spam and can oftentimes be removed by contacting the review website. At other times, if someone expresses a legitimate concern, you may have some difficulty removing it.

Online reviews which appear as articles

Some reviews aren’t going to appear as ‘reviews’ at all but instead, will show up in the form of articles and blogs. If they say something positive about a product or service, or your brand, that’s wonderful. If it’s negative though, it can be much more complex on how to manage this. An article like that will get placed on Google and then, whenever someone searches out your brand, it’s going to come up. It could affect your reputation for a long time if you don’t be careful.

monitor online reviews, online reputation management

How to monitor online reviews for your benefit

Any brand who makes the investment to respond to negative reviews and monitor their reputation online shows their audience they care about what people are saying. In this sense, even a negative review can be an opportunity to advertise your business in a positive light. Thankfully, there’s also software which can help monitor what people are saying about you online. Various software will track your business name and brand, reporting to you any time you are mentioned on sites like Mention and Awario.

  • Decide if you need to respond. If there’s derogatory or degrading language, irrational opinions, or if it’s not something you feel you can remedy, contact the review website and ask them to remove the comment.
  • Respond to negative feedback by hearing them out, empathizing with them, apologizing, and taking action to fix the complaint. When other customers see your willingness to help and improve, they’ll feel comfortable doing business with you. Any business owner will have to go out of their way to fix a bad review. Even so, it’s important. By not responding, the damage a brand could incur is sizeable.
  • Respond to all positive reviews as well! You don’t want to give the impression that, to get your attention, a customer needs to leave negative feedback. A few words of acknowledgement is enough to thank someone for leaving their two cents.
  • Monitor the most popular review sites first and foremost since they get more exposure, as these will be where the majority of customers see you.
  • Monitor your social media accounts as well. Sites like Facebook, Twitter, and Instagram are extremely popular for users who want to leave reviews and comments regarding brands.
  • Respond quickly and politely.

Reviews, online reputation management

For help in building positive business reviews and for strong reputation management online, contact internet marketing company, All The Way Up Media, today.

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