Look Who’s Talking Now: Tips to Develop or Improve Your Online Presence

All organizations have an online presence, regardless if its image is based on intentional effort or user creations (reviews, recommendations, etc.). Even random mom and pop shops have some online presence, as today’s society is starting to utilize the power of speech via the internet, giving great weight to consumer experiences.

It is critical that organizations are aware of their online presence, so that they can minimize negative talk, or help develop and sustain a good image.

Do You Hear What I Hear?

I’ve wrote before about my favourite web presence tracking site, SocialMention, where keywords can be searched for amongst a substantial size of social media platforms. However, if you’ve used this listening tool and discovered your own organizations online presence, you may wonder where to go from there. I have yet to elaborate on steps subsequent to either improving, or developing an online presence—which is critical. Therefore, I have decided to dive into his hefty subject now.

No One’s Talking—Lets Start a Buzz!

If your online presence is minimal and you want to encourage online conversation try some of the following techniques:

Develop a Blog to create credible/expert talk on your product/services

Engage in Search Engine Optimization (See my previous post “How Do You Spell Findability? S-E-O.”)

Create a corporate social media accounts (Make sure your chosen platforms have the ability to engage or capture your desired target market.)

People Are Talking, But It’s Not What I Want To Hear!

If people are saying negative things about your organization, it is worthwhile to determine the source of problem.

Is it the quality of the service or product? The follow up procedures such as customer service? Or the pre-purchase activities, such as payment options or online accessibility?

Once you figure out what the source of the problem is, you have to find a suitable solution. This solution will differ depending on the issue, but one thing remains constant; communication. Be honest and transparent in your communication efforts with your consumers. Acknowledge their complaints and make it clear you’re looking into a solution (Of course this means you DO have to find a viable solution).

Analyze Then Strategize

Overall, in developing and improving your online presence, you need to have a strategy for your online tactics. It is my best advice to develop a well-rounded marketing strategy that is specific to your online efforts. Start off with a basic SWOT analysis, mix in your budget constraints and determine your overall goals. Feasible online marketing additions or improvements will be the end result of a successful analysis of your current and desired situation.

I hope this post has given all your marketers out there a little boost to look into your brands online image and take my advice to get ahead of the game by listening, understanding and making adjustments.

Bibliography

123rf. (n.d.). Red Dice With Words Inspect Analyze Learn On Faces. Retrieved 2012, from 123rf: http://www.123rf.com/photo_9259496_red-dice-with-words-inspect-analyze-learn-on-faces.html

Miller, M. (2011). The Ultimate Web Marketing Guide. Indianapolis, Indiana: Que Publishing.

Nuanced Media. (n.d.). Reviews Image: How Important are Online Customer Reviews. Retrieved 2012, from Nuanced Media: http://nuancedmedia.com/how-important-are-online-customer-reviews/

Ovsyannykov. (2012, February 02). Thumbs Down Image: Do Negative Reviews Really Hurt You? Retrieved 2012, from Design You Trust: http://designyoutrust.com/2012/02/02/do-negative-reviews-really-hurt-you/

123rf. (n.d.). Red Dice With Words Inspect Analyze Learn On Faces. Retrieved 2012, from 123rf: http://www.123rf.com/photo_9259496_red-dice-with-words-inspect-analyze-learn-on-faces.html

Miller, M. (2011). The Ultimate Web Marketing Guide. Indianapolis, Indiana: Que Publishing.

Nuanced Media. (n.d.). Reviews Image: How Important are Online Customer Reviews. Retrieved 2012, from Nuanced Media: http://nuancedmedia.com/how-important-are-online-customer-reviews/

Ovsyannykov. (2012, February 02). Thumbs Down Image: Do Negative Reviews Really Hurt You? Retrieved 2012, from Design You Trust: http://designyoutrust.com/2012/02/02/do-negative-reviews-really-hurt-you/

Social Mention. (n.d.). Social Mention. Retrieved March 25, 2012, from Social Mention: http://www.socialmention.com/

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