5 ways to boost your business with an online reputation monitoring system

Your online reputation management system is up and running. You’ve created and customized your alerts and you’re prepared for everything—including for any crisis your company may find itself in.

As your online reputation alerts, reports, and summaries roll in, how can you make the most out of them? If you’re looking for ways to turn these insights (including those you get from Scoop.it Alerting) into valuable outcomes for your company and take specific action to maximize results, you’re in the right place.

1. Build links to increase your organic search presence

As you start gathering your press mentions and appearances on third-party websites, you’ll probably come across some of them that mention your company or product name, but without a link attached to the name.

This is a huge opportunity to build relevant, quality backlinks towards your website, which will in turn send positive signals to search engines and help you improve your organic presence.

First, you’ll want to check that the website you were mentioned on is worth your time and has the potential to turn into a quality backlink. Here are a few things to check:

  • The language matches your target audience language
  • Domain rating is solid (30 and higher is ideal)
  • It’s a relevant context to be mentioned in

If there are more mentions than you can analyze, start by looking for any positive news and announcement by using these words to filter your results:

  • Released
  • Industry
  • Launched
  • Contributed
  • Results
  • Customers
  • Partnership

When you identify the best opportunities to start with, reach out to the publisher. Make sure to thank them for the mention, introduce yourself, and specify why linking to your company’s website fits the article and benefits their readers, too.

Keep an eye on pages that you reached out about so you can track any changes, even if the person you reached out to didn’t get back to you.

2. Identify patterns in your online reputation

Monitoring your online reputation is a great way to predict the ups and downs your business may go through on a regular basis. The longer you do it, the easier it will become to adjust to different seasons your business goes through.

For example, you may notice more alerts or press coverage during or around:

  • Different days of the week
  • Different parts of the month
  • Various seasons
  • Holiday seasons
  • Industry events or big, worldwide launches

With insights like these, you can plan to increase your capacity as a communications team during certain times of the year to make the process of handling your online reputation feasible even when it gets really busy.

3. Turn user-generated content into a marketing vehicle

Featuring and celebrating content that your customers create to share your product is one of the best ways to grow a loyal customer base.

Here’s what nurturing customer loyalty can do for you:

  • Loyal customers spend 67% more than new ones
  • 88% of US consumers want to engage with brands that are setting new standards in meeting their expectations
  • 79% of consumers said brands have to actually demonstrate they understand and care about them before they’re going to consider purchasing

When you consider these statistics, it becomes obvious that social media plays a huge role in genuine interactions with your customers. This is why your online reputation solution is a great tool to build and nurture these relationships. You’ll catch social media posts about your product right away, and you’ll be able to react instantly.

Check out how Whole Foods featured their customer’s image and message on their Instagram feed:

By featuring user-generated content in your marketing campaigns, here’s what you’ll achieve:

  • Customers that already purchased your products will feel seen and heard
  • Potential customers that have been actively considering buying from you will feel encouraged and validated by experiences of current customers
  • People who weren’t considering buying from you, or that haven’t even heard of you, will become aware of you

A single piece of user-generated content can be used across a range of channels and campaigns. From organic to paid posts, from emails and landing pages to product pages and even real-life billboards, you can improve every marketing asset you have by featuring content about your product that your customers organically created.

4. Find customers for case studies and success stories

By monitoring positive mentions online, you’ll come across some of your best, most successful customers.

This is a great opportunity to create customer success stories that you can feature on your website, as well as turn into other marketing assets you can share publicly and in your sales conversations with prospects.

First, when you come across mentions that indicate this customer has seen success with your product, try to validate their experience in your customer database. You can look for answers to questions such as:

  • How long have they been a customer?
  • Have they purchased more than once from you?
  • Do they spend more money on your offerings than the average customer?
  • Do they refer others to you?
  • What is their history with your customer support team?

Then, once you’ve confirmed they’re among your most successful customers, reach out and see if they’d be up for an interview with you so you can put together a written story about their experience with your products.

5. Drive employee advocacy

Your online reputation doesn’t just bring you benefits through external communication and marketing efforts. You can put it to great use internally, too, in the form of employee advocacy and loyalty.

One survey uncovered that employees are largely sharing company driven content, including company achievements, company events, and promotional messages:

This means there’s lots of room to stand out with exceptional content you’ve curated through your online reputation management and monitoring.

Instead of giving your employees dry press releases and content that looks the same as everyone else’s, you can give them third-party content that will help your efforts in lead generation, sales, talent recruitment, and content distribution.

With a system in place, you won’t have to do any of this manually. Instead, thanks to the filters in your online reputation solution and tagging the most relevant pieces, you’ll easily surface the best, most interesting content and fuel your employee advocacy program.

Don’t wait to make the most of your online reputation solution any longer

With the principles, tips, checklists, and next steps we’ve shared, you can now take your online reputation seriously and turn insights into action. You can do all of this with Scoop.it Alerting and its simple, but powerful monitoring and insights.

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8 must-have features to look for in your online reputation solution

Your online reputation precedes you. Before you even get to speak to your readers, prospects, or customers directly, they’re influenced by so many platforms you don’t own and can’t control.

From online review websites and news websites through to forums, competitors, and social media, what others are saying behind your back can make or break the success of your business.

You know you need help to make managing your online reputation easier. You need a system that will simplify the process and make sure nothing falls through the cracks—but you’re not sure what to even look for.

In this guide, we’re outlining the eight key features of an ideal reputation solution.

1. You can define and customize your triggers

The first feature you should look for in your online reputation solution is quite standard: setting up your triggers and search terms you want to track.

Even more importantly, you should be able to customize these, predict different spellings, and use boolean search operators (such as AND, OR, NOT).

For example, you could set up your solution to track these terms for you:

  • Company Name
  • CompanyName
  • #companyname
  • Company Name LLC

You could also add:

  • Common misspellings
  • Search criteria for your flagship product names and all name variations
  • Names of your CEO and other leaders in your company

Setting up various triggers is also useful for monitoring your competitor’s activities, as well as to track and surface any media coverage or discussions related to industry terms, news, and events.

2. You have access to real-time tracking

It seems like a simple requirement, but it’s one of the most important elements of online reputation management: you should be able to get real-time data.

The alternative is waiting several days until your data is ready for you to view, which can turn into a missed opportunity at best—and into a crisis at worst. If you have a solution that lets you access real-time information about your brand online, you’ll win.

3. You can get focused with filters and thresholds

Filters and thresholds you can layer are essential in reputation management and especially in crisis management. That’s when you want to be super focused and only get alerted on the most relevant and time-sensitive content.

One way you should be able to filter is using criteria such as:

  • Platforms
  • Sentiment
  • Countries and territories
  • Languages
  • Influencer groups
  • Formats like images and videos

Another useful way to get focused is to only get alerted when content that matches your trigger makes a certain level of impact.

For example, oftentimes when a press release gets sent to the media, you’ll see hundreds of new mentions that match your trigger. However, that often makes a small impact. So instead of getting alerted every time a press release hits the news, you can get alerted only when there’s a certain number of impressions or accumulated reach—much more helpful in this case.

 

If there’s consistently lots of mentions and articles about your trigger and you want to be able to react when something changes, you can set a trigger for when the number of indexed posts in a certain time period is higher or lower than usual, which would indicate there’s something important going on and allow you to react in a timely way.

Finally, you can also choose to receive alerts based on the influence a person or an account has online, such as the number of followers.

 

4. You can track many different sources and platforms

Tracking only news articles isn’t enough. Same applies to tracking only Twitter, or only Instagram, or singling out any platform or source in particular.

An excellent reputation solution will allow you to track many sources you could be mentioned on as a business, including (but not limited to):

  • Reviews
  • Blogs
  • Media websites
  • Comments
  • Twitter
  • Forums
  • Instagram
  • Facebook
  • YouTube

This means you’ll never miss any mention of your business or your leaders. Of course, if you need to get specific and track or report on specific platforms, it should be easy to use filters to do so.

5. You can select frequency for alerts

For your positive and neutral press mentions or industry news, you’ll probably do well with one or two reports per week that help you keep your finger on the pulse of what’s going on.

But if there’s a full-on crisis, that won’t be enough. In fact, by the time you get the report, it might be too late for a fix.

The approach here is simple: ideally, you’ll get notified of anything that needs your instant attention immediately, and tweak your alerts as the situation develops and later on settles.

 

6. You can share alerts and insights with your teams

If it’s not just you that manages your company’s online reputation, you’ll benefit from having an easy way to share reports, alerts, insights, and successes with your team. That comes with a few benefits.

First, you don’t have to do everything alone. Especially when your company is in a crisis, you’ll end up with too much on your plate quickly, and if you can easily split the load between you and other team members, you’ll get through the crisis quicker and with less stress.

Secondly, you’ll find it easier to outsource and delegate your online reputation management processes when you’re out of office. Your work on your company’s reputation shouldn’t come to a halt just because you’ve taken some time off.

And finally, you’ll be able to share successes that have come out of your reputation management efforts. Press coverage and positive reviews from happy customers should be easy for you to share with the rest of the team so you can celebrate and cheer each other on.

7. You can bookmark what matters

For content that matters, you should be able to easily bookmark it, tag it, and retrieve it later. Your solution should give you an easy way to save and organize important content.

Once you’re able to do this, you can reuse and repurpose it later in:

  • Social media posts
  • Internal content and emails
  • Branded newsletters
  • Blog content

This is easy to do with Scoop.it Bookmarklet. You can add it to your browser by bookmarking this URL and then replace the bookmarked URL with the code you’ll find on the page.

Then, once you find and open a piece of content you want to be able to retrieve later, you can click the bookmark, which will open a prompt to tag, describe, and categorize this piece of content in your Scoop.it.

You should never have to search through your email account to find an essential piece of press coverage—it should be easy to retrieve in just a couple of clicks.

8. You can customize and automate your reputation reports

You already know you should be keeping track of standard press and social media appearances of your business on a regular basis.

The above-mentioned features such as triggers, filters, sources, and sharing will ideally come together in the form of automated, customizable reports. You shouldn’t have to remember to export them or customize them on a weekly basis—they should wait for you in your inbox so you can understand how your company is growing and changing week after week.

Customize this report with categories, sections, triggers, and filters that make sense for the season your company is currently in, and you’ll see great returns from being intentional about your online reputation.

 

Use these features as a checklist when selecting your online reputation solution

To recap, here are the top eight features and capabilities to look for in your reputation solution:

  • You can define and customize your triggers
  • You have access to real-time tracking
  • You can get focused with filters and thresholds
  • You can track many different sources and platforms
  • You can select frequency for alerts
  • You can share alerts and insights with your teams
  • You can bookmark what matters
  • You can customize and automate your reputation reports

Pssst: Scoop.it Alerting has all of these features! It will make your topic monitoring, coverage review, content filters, and customized triggers easy to set up and maximize.

That’s it—you’re ready to take your online reputation to the next level with the right solution in your toolbox.

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