Posted on Apr 26, 2012 by valeriemorini
Gone are the days of carefully structured paper resumes and simple word of mouth references. Even LinkedIn is limited in presenting our personal and business brands, providing more of a networking building platform than a true reference point for what we represent and how we work. These days, when we want information about something, or someone, we search Facebook, Twitter, Bing or Google it – we Google early and often. Google has become the new keeper for resumes and references, and dictates how we are represented both as individuals and professional brands.
In just tenths of a second Google can spit out a full report of your online history and mentions for anyone to see, placing you at the mercy of Google search and SEO ranking for what pieces of your image percolate to the top. ‘Digital footprints’ and ‘digital Legacies’ are frequently referenced when discussing online reputations, but often focus on what we produce and share, too often overlooking what other people post about us and the brands we represent. At BuzzManager we call that your “digital shadow” The same is true across social media platforms, empowering your audiences, followers, fans and critics with the tools and reach to either strengthen your brand reputation or decimate it, building a digital resume about you whether its accurate or not and whether you like it or not.
What’s important is to be constantly vigilant, listening to all relevant brand related conversations. Clients that subscribe to our BuzzMgr monitoring service and review our brand dashboards see sentiment, volume and frequency of mentions, share of voice all neatly broken down to better understand. However, the value in the analytics isn’t what many think it to be. It’s not about nicely padded statistic to share with the boss or the board. It’s not that 81% of brand mentions are positive or very positive, the value is in drilling deeper for insight and leveraging both sides of the sentiment analysis.
When you have positive feedback and community supporters, engage them, appreciate them, and leverage them to boost your presence, multiplying and amplifying the positive brand buzz. Despite tendencies to focus on the positive, the negative typically provides the greatest value. Negative feedback is the quickest way to identify issues with branding, customer service, or products, and can save significant time and money if you quickly address the issue. Knowing who is hammering your reputation and why is tremendously valuable. It also provides a window to directly address the whispers and individual criticisms before the screams drown out the brand’s positive reputation.
If you want to change the way you engage with your audience contact BuzzMgr for a free demo of OUR monitoring, social strategy and education services: email@example.com, or call 1.704-541-5942