There’s no question reputation management is a top priority for most marketing departments. From monitored phrases to comment marketing, guiding what the market thinks of your company, service or product is an integral part of any good marketing plan.
But how far should your monitoring go? How quickly should a company be able to respond? Does everything warrant a response? Should event planners be exceptionally careful DURING events?
Answers to the above questions aren’t universal, nor should they be. Here are a few tips to make monitoring your reputation a little easier, hopefully a little cheaper and a little better.
How far should monitoring go?
Phrases like “Company X sucks” are easy to pick out from the sea of data, but if that statement is just a long-time customer letting off some steam, a non-customer ranting in public, or just someone having a bad day, does it warrant much action? One-time sentiments do not a problem make, so we suggest monitoring for patterns rather than single instances. You’ll be able to determine if problems are specific or widespread far easier this way.
How quickly should a company respond?
In a reasonable amount of time.
This immediately raises the question: what’s a reasonable amount of time? We think all problems should be acknowledged immediately, but then entered in a queue depending on severity.
Is the world about to end? Let’s get on that right away.
Has your workday grounded to a halt? Better get on that within the hour.
Is something non-essential broken? A business day or two won’t kill anyone.
Does everything warrant a response?
A response? Yes. Action? Nope. Some people just want to be heard and some issues aren’t fixable.
Should event planners worry about reputation management during events?
Of course they should, but not so much as it distracts or takes away from the event as a whole. If a client or clients are upset about long registration lines, we’d urge companies to fix the problem rather than worry about apologizing for it. Same thing goes for complaints about food, venues and other such sunk cost items. Fix what you can, acknowledge the rest, and make it work. Seldom do we see event planners blamed for problems, they’re rather blamed for poor reactions to such.
Do the right thing. You’ll save a lot.