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Social media makes Brand reputation management impractical and yet absolutely necessary. A Brand’s reputation is at the mercy of the media online. It is impossible to spin every single story someone posts about a Brand. And it’s also not smart. Trying to hide or withold information undermines consumer trust. Consumers WILL find out any story that a brand tries to suppress, and these consumers WILL decide that either
A) the Brand team did not know something that it should have or
B) the Brand team tried to take advantage of the consumers’ erstwhile ignorance.
Neither of these conclusions reached by consumer are good for the Brand or the Brand team.
Instead, Brands online need to engage with their consumer communities and work to establish Trust. With social media, Trust is an investment that develops over time into a sustainable, social relationship between the Brand and the Brand’s consumers.
That’s why the Brand HAS to manage, or rather monitor, its online reputation. The Brand has to know what’s being said where and how. The Brand can’t spin all its own stories, but it can respond to those stories that are spun–if the Brand team is paying attention.
Attentio software offers Brand teams the “ears” and “eyes” needed to monitor and manage a Brand’s reputation online. The software’s sources span blogs, forums, news, and online video channels like YouTube and DailyMotion. Sign up, log in, and start listening.
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Comment by runescape gold — April 7, 2009 @ 8:51 am