However, with technology controlling
many business functions, the art of brand management has shifted from
the traditional platforms like print media, radio stations and
televisions to online platforms.
Experts say that digital technology is presently creating better ways to do the same things in an affordable and faster manner.
A report by Cognizant observes that in
today’s digital age, there are available channels and voices — on both
social and traditional media platforms — that contribute to shaping a
brand’s reputation.
The report titled, ‘Authoring a Brand’s
Online Reputation,’ notes that brand reputation management has evolved
because it presently cuts across both offline and online media.
According to the report, the objective
of brand reputation management is to build and establish a name for a
new business; maintain the good reputation of an established business
coupled with the use of content marketing and promotional tactics to
resuscitate a brand.
The impact of negative online sentiment
weighs heavily on sales and press coverage, and also impacts a brand’s
ability to attract the best talent.
It says that the emergence of social media has enabled information to be generated, relayed and consumed almost instantly.
It adds that opinions are transmitted by
many Web users in real time, whether good, bad or ugly; making all
opinions to be easily shared and open for discussion.
It says, “If your organisation makes
someone unhappy in the virtual world, chances are that it will be
relayed to many others in no time — the same is true for positive word
of mouth as well.
“However, there is a higher propensity
for negative sentiments to travel faster and further. Think of the last
time you researched a product or service and wanted to know all about it
before you even started a conversation.”
- Utilising online conversations to build reputation
Research reveals that 85 per cent of Web
users seek others’ opinions before buying a product or service.
Moreover, approximately 92 per cent of consumers trust their friends and
family more than ads, and are likely to make a purchase based on these
personal recommendations.
Cognizant says that digital influencers
are very powerful entities within a community, whose strong online
presence exudes credibility across an industry.
According to the report, such users may
express elation or anguish with a brand on blogs or forums, post
comments on your organisation’s social page or a news site, take part in
a wiki, express opinion on a consumer platform or simply create a page
on a social network to discuss products/services.
“The digital word of mouth is published
and consumed at the speed of physical world conversations within the
comfort of homes, offices, etc. A brand may refrain from conversations,
but this leaves its reputation completely in the hands of external
parties — which may not work in its favour,” it adds.
- Participation in social media promotes businesses
The report reveals that nearly
two-thirds of companies affected by negative consumer sentiment ignored
the charges and suffered the consequence of reputational damage.
Among brands that choose to be part of
online conversations, it says most focus on publishing marketing content
that is of little interest to the consumer or influencer in the
community.
It observes that presence on
non-relevant channels or a complete absence from social media damages a
brand’s online reputation as well.
- Address rumour and consumer issues
Research suggests that nearly 60 per
cent of conversations occur on social forums that provide an informal
setting to exchange views. However, a large portion of this commentary
is not always based on facts and often tends toward rumour or hearsay.
Roughly 44 per cent of small and
medium-sized firms experience allegations or rumours about their company
on the Internet, through search or other means.
The report notes that since content
published online is recycled on multiple forums over time, it runs a
risk of being distorted.
It says, “At best, members of the social
group themselves moderate conversations and keep rumours at bay.
However, this is not always the case. Brands big and small are
susceptible to half-truths and outright lies that can proliferate in the
always-on digital world.”
- Build reputation proactively
The report notes that reputations are
built and tarnished at the speed of conversations, as such, brands
should be ready to claim positive reputation and prevent a bad
reputation from emerging through inattentiveness.
It says a good reputation is often taken for granted and remains unclaimed.
It adds, “Of the two, it is easier for
an organisation to own and manage a good reputation. Proactive
reputation management helps leverage the positive word of mouth that
abounds online and can be applied to enhance the social capital of the
brand.”
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