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Brands Ignore Negative Social Buzz at Their Peril

July 17, 2012 Leave a comment

Brands Ignore Negative Social Buzz at Their Peril

JULY 16, 2012 

Monitoring tools help companies track and follow up on what consumers are saying on social

 

With more social networkers every day, and brands increasing their presence on social media, the consumer-brand dynamic was bound to get tricky.

“In a world of social sites that allow consumers to post photos, videos and opinions about companies and brands, disparaging comments and other content detrimental to brands are bound to bubble up,” said a new eMarketer report “Dealing with Negative Buzz on Social Media.” “And that content can stay online forever.”

In February, American Express found that 46% of US internet users it surveyed had turned to companies’ social media sites to vent their frustrations about poor experiences.

 

Top 5 Reasons US Internet Users Use Social Media for Customer Service, Feb 2012 (% of respondents)

 

“This buildup of negative buzz on social media can have a significant impact on brands because social media is more public and moves faster than customer complaints via traditional channels,” said eMarketer.

Moreover, companies now have accounts and brand pages on so many different social networks that it is hard to keep up. “Having a plan in place for dealing specifically with negative buzz and then constantly monitoring, tracking and responding to comments on social media are two important ways to deal with negative situations on social media,” said eMarketer. But implementing these precautions requires integration between teams within a company, expanded thinking about what words and issues to track, and, in some cases, tasking outside companies and vendors to provide monitoring services.

 

According to Satmetrix, a customer service software provider, only 49% of companies it surveyed worldwide in January 2012 tracked and followed up on customer feedback on social media, while 28% did neither.

 

Companies Worldwide that Use Social Media to Track What Customers Say About Their Brand and Follow Up on Customer Feedback, by Business Model, Jan 2012 (% of respondents)

 

A growing number of products and services are available for marketers, and these evolving tools help companies monitor more keywords and issues, more accurately track sentiment, spot negative situations earlier in the process and determine who is behind the buzz.

However, as Rebecca Davis, executive vice president and group head at Social@Ogilvy, pointed out, even though the tools are evolving, “There is not a lot of substitute for knowing the channels and interacting with the consumers.”


The full report, “Dealing with Negative Buzz on Social Media,” also answers these key questions:

  • What can kick off negative buzz about a company on social media—and how do different types of negative situations require different responses?
  • What tools, tactics and strategies can brands use to handle negative buzz on social sites?
  • What role do social media monitoring and listening tools play in handling negative buzz?

 

This report is available to eMarketer corporate subscription clients only. Total Access clients, log in and view the report now.

Read more at http://www.emarketer.com/Article.aspx?R=1009189&ecid=a6506033675d47f881651943c21c5ed4#ldIXVo8uZlqxHVy9.99

Categories: Uncategorized

Google + Cnanges

June 8, 2012 Leave a comment

A Range Of Changes Implemented

Here’s a brief overview of what’s new and what’s changing:

  • The substitution of the new Google+ Local pages (as mentioned) for Google Places pages
  • The appearance of a “Local” tab within Google+
  • The integration and free availability of Zagat reviews (its entire archive across categories)
  • The integration of Google+ Local pages across Google properties (search, Maps, mobile)
  • Integration of a circles filter to find reviews/recommendations from friends/family/colleagues

Static Places now give way to more dynamic Google+ Local pages. Google’s star ratings are also being replaced by the Zagat 30-point rating scale (for user reviews as well).

Below is an example SERP for “burgers near Seattle.” The top screenshot reflects the “old” Places look and feel. The second is the new search results, sans stars.

Marissa Mayer argued to me that Zagat scores can express much more differentiation and nuance because they contain separate scores for food, service and atmosphere vs. a five star scale, which is forced to factor all those considerations into a single rating (read: Yelp). The greater, 30-point spread also prevents everything from converging at 3.5 stars.

Consistent Experience, Several Doorways

Users will be able to discover the new Google+ Local pages in several ways: through a search on Google.com or Google Maps, in mobile apps or through a search on Google+. The image below an example of a local search result within Google+.

As a result, Google+ becomes another local search destination within Google, arguably with richer content and more functionality than Google.com offers at the SERP level.

Not unlike some similar functionality offered in Foursquare, users will be able to sort and filter search results by several criteria, including “your circles,” which will reveal places “touched” by friends. Currently this means reviews and posts, but could extend to check-ins later.

Google had originally hoped to make Places into interactive content pages that merchants would use regularly to communicate with customers and prospects. However that didn’t happen in part because of the limitations of Places pages themselves. Google+ Local pages are much more versatile and “social.” Indeed, it gives Google a local vehicle with functionality equivalent to Facebook and Twitter.

Categories: Uncategorized

Building a relevant Twitter following comes down to four core concepts:

Find and follow relevant people.
Tweet content that will be interesting to your target audience.
Engage with your audience.
Promote your Twitter account through other channels.
With that framework in place, here are some tips, tools and tactics to attract relevant followers on Twitter.

Find and Follow Relevant People
Use tools to search for people that are relevant to you and start following them
Make your profile as strong as possible. Be interesting yourself.
Tweet Interesting Stuff. Easier said than done, possibly? Use ‘google alerts’ etc. to stay current and give you ideas.
Engage – People on Twitter who don’t talk to other people are significantly less engaging and less likely to get followers.
Promote your twitter account everywhere you can. I.e. every other social media outlet you use.

How a Failure to Take the Internet Seriously not only Affects Sales but your Reputation!

April 18, 2012 Leave a comment

without online content on google you are hurting prospectsMy uncle was relating a story to me regarding his business. He runs a very successful leasing company and was following up on a file he had given one of his top people to handle. He asked her if she approved them for the equipment they needed to lease. Much to his surprise she told him “no, they seemed way to shady I searched the company on google and all I found was an address. No website or anything. What type of business dosn’t have a website?”

The employee had based her decision to approve this businesses application for funding simply on the fact that due to the lack of information she could find on them. She is under the impression that any reputable business would have a strong presence on the internet and information would be readily available.

My uncle was taken back, for the company in question had been in operation since 1963 and he knew that they had an excellent reputation. But this company was an old mortar type business and had done nothing to stay current with the modern world. So now my uncle was in a situation were his employee had denied a financing deal with a terrific potential client and this business couldn’t buy new equipment to operate. All because they had never considered their online presence. After inquiring further he found out that they were not the only ones to deny this company and that they had turned to my uncles company as a last resort. My uncle did reverse the situation but that was only because he knew the business personally.

The point of this story is that in today’s world people use the internet to form their opinions and to make decisions. Not having an online strategy is hurting you in more ways than you can imagine.

Written by www.netpropr.ca

How twitter can come in handy for your small business.

April 17, 2012 Leave a comment

ImageSo how can small business owners take advantage of twitter? Here are concrete ways that twitter can help: 

1. Connect with your customers. Twitter allows you to build and maintain authentic relationships with existing and potential customers. 

2. Become an expert. Without preaching, you will build relationships were people will learn to trust you and see you as the local authority regarding your area of expertise. That means referrals and repeat business from existing customers.

3. Maintain customer interest. To often we make a sale and then never see that customer again. Twitter is a great tool that allows you to stay relevant. 

4. Track industry trends and the competition. By following other in your industry you can gain insights into what they are going right/wrong. 

5. Increases your social media content for very little effort. So long as you are consistent you can create a lot of content for a very small amount of work. Link your twitter account to your website blog etc. to keep them fresh and vibrant.

When done right twitter is a fantastic tool that any small business can utilize to increase business and grow market share.

 

Written by netpropr.ca

Can Google Drive hold a candle to Dropbox?

April 16, 2012 2 comments

GD1 520x355 Google Drive detailed: 5 GB for free, launching next week for Mac, Windows, Android and iOS

5 GB of storage, and it launches next week, likely on Tuesday at http://drive.google.com. The rise in popularity of dropbox.com the Internets most popular file storage site. Google’s version will be free with additional charges for extra space. The good news is that you start off with 5 GB of storage compared with 2 GB from dropbox. I look forward to seeing just how Google’s latest foray will stack up with the original. Stay tuned and see for yourself probably this week and for all platforms.  Read more…

Real Estate Agents and Social Media top 3 Ways to Make it Work

April 12, 2012 1 comment

ImageWhy would a real estate agent use social media? The answer is simple, Real estate is about one thing and that is sales. In this game there is no such thing as having to much business. Being a top agent can take years of hard work and dedication and even when you reach that top 5 percent you have to step up your game even more. So how can a real estate agent utilize social media?

1. Build an online presence that saturates your market. Its not enough to just have a website you need a facebook page, twitter and a professional blog that makes you look like a leader in your field. Your main pages must be filled with content that offers value.

2. You must also have positive reviews on all review sites i.e. yellowpages, 411, etc. People want to see that other people have dealt successfully with you before and recommend you when they google you (and they do).

3. After accomplishing the previous 2 steps you must utilize them by bragging to everyone. You can now use your social media presence to close prospective clients.

People want to do business either with successful people or people that they think everyone likes. When you employ a professional social media strategy you can do wonders to your business.