When setting goals for your media presence, the first thing you should do is ask yourself why you're on social media in the first place. Your answer shouldn't be because everyone else is in it. While the overall purpose is to improve your brand awareness, your practical objectives should be more specific. For example, let's say you want to increase Instagram responses to your product by 25% by the end of the second quarter.
Remember that your goals must be SMART (specific, measurable, achievable, relevant and time-bound). Be an expert. If you are an expert in your field, try to have your name appear in industry publications or magazines. The quickest way to reach the top is to climb onto someone else's skirts, and a pub in the industry is much more likely to have Google influence than the little you.
Sites like Help A Reporter Out (HARO) and MediaDiplomat connect journalists to sources; you could be that source. If you are not an expert in your field, try to position yourself as such through blog posts, forum posts, video blogs or social media. When you manage your online reputation, you ensure that your business appears credible and trustworthy in every interaction with the consumer. If hiring managers ask you about the unflattering information found online, be prepared to explain the situation and try to give you a positive idea.
An easy way to do this is to set up Google Alerts for your name so that you can get an email notification every time something new is said about you online. Therefore, you should focus on all the channels where your brand is mentioned and try to manage your reputation across all of them. When hiring for design positions, hiring managers also scrutinize candidates' online portfolios and even sites like Instagram to get an idea of their creative style and exciting projects. In other words, public relations works to strengthen the brand's image through direct actions in its online presence.
In addition to your website, your company's accounts on various social networks are the online version of your business card. They also work to make your preferred online profile float to the top of search results to boost your personal or corporate brand. Of course, we don't intend to completely discourage you from using influencer marketing as part of your online reputation management strategy. Being proactive in monitoring online conversations gives you a real-time view of your online presence and gives you the opportunity to react on time.
We asked more than 500 executives to mention the most common mistakes professionals make with the online profiles they use for business purposes, and the main responses were (not updating them often enough) and (providing too much information). Your job is to establish a solid online reputation management strategy to navigate through all online conversations, provide solutions here and there, and provoke positive feelings. And while there is still a need to build and manage the brand's online reputation through online marketing, advertising, and other PR tools, most consumers today are also looking to engage with brands on a more organic level. If your professional presence is too sterile, you will raise flags (it will be obvious that you are cultivating it) and you can incite your online stalkers to go deeper.
Every time a disgruntled customer posts a negative review or an angry comment on social media, online reputation management kicks in. The CEO of United Airlines was accused of not coping with the situation and the lack of PR crisis management. .
