How to manage your E-reputation?
October 21, 2020
In the era of the internet and social media, the e-reputation of a company and a brand is a key factor in its overall image. It can be defined as all the things said on the internet about a brand, a company, or even a person. In this article, we will focus on how to manage your e-reputation as a business in 4 points.
1 - Analyze customer verbatims
According to Chris Anderson "Your brand is not what you say, it's what Google says! ". However, Google will promote what your customers say about you, which is why keeping up to date with what is being said about you is essential. An unfavorable review on your TripAdvisor or Google Review page will quickly dissuade a potential customer from using your business. So you have to carefully follow what is said about your business. However, when you receive several hundred or even thousands of comments per month on several different platforms, it quickly becomes difficult to keep up and read all the comments! This is why it makes sense, in this case, to use an automation tool like Q°emotion which will take care of analyzing all of your verbatims for you and determining what comes out with one click. Indeed, the Q°emotion tool is able to identify the irritants and the points of enchantment mentioned by your customers. Analyzing your customer reviews will therefore allow you to understand your e-reputation and take appropriate action in the event of a crisis.
2 - Monitoring
In order to maximize the effectiveness of your communication, you must constantly monitor what is being said about you on the internet. Indeed, your brand image can change greatly over time and the things that are said about you too. It is by monitoring that you will learn more about multiple subjects such as the success or failure of an advertising campaign or the launch of a product for example. Thus, you will have a very clear vision of the image your business reflects and can adapt your actions accordingly. Here again, a tool like Q°emotion can greatly facilitate your task. Thanks to our semantic analysis solution, you will be able to follow the evolution of the emotions perceived by your customers in their verbatim over time. Thanks to constant monitoring, you will be sure not to miss the point and you will be better able to manage your e-reputation as you wish.
3 - React quickly and anticipate crises
It's no secret that on the internet, and especially on social media, anything can go very quickly. You have to be ready to react very quickly and at any time to comments and mentions made to your business. Obviously, the reactivity time can be adapted according to the social network. On Twitter, for example, a day to respond equals an eternity. Conversely, on forums, you can wait to see how things develop before reacting so as not to trigger the alert unnecessarily.
This reactivity will allow you to avoid as much as possible that a "bad buzz" takes very large proportions quickly.
We can take the Air France case in Japan as an example. For this example, we have to go back to the Fukushima disaster in Japan. In the hours following this event, many French people in Tokyo were looking for tickets to return to France urgently. However, all the tickets offered were at exorbitant prices, many complaints began to be written on Twitter on Sunday. As Air France’s response did not arrive until midday on Monday, it took on enormous proportions, and Air France was accused of using the disaster to increase ticket prices. This is why anticipation and responsiveness are key criteria in managing your e-reputation.
Not to mention a "bad buzz" of this magnitude, establishing a crisis plan will allow you to react very quickly and therefore increase your chances of limiting the potential crisis.
4 - Use appropriate tools to manage your reputation
There are many tools these days to find out what is being said about your business without having to constantly scan the web. In the first place, free tools like Google Alerts will allow you to monitor previously defined keywords. You will be notified each time a reference is made to the chosen keyword (s).
If you want to go further, the Q°emotion semantic analysis solution will allow you to extract the main information from your customer comments and to follow their evolution over time. This will help you greatly in monitoring and managing your e-reputation. Understanding the emotions of your customers is essential for your business. Indeed, angry customers are the most likely to write about you on the internet, whether on review platforms (Google Reviews, TripAdvisor, etc.) or social networks.
If you want to try Q°emotion, request your free demo here.
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