The following is a guest post by Alyssa Clarke, a blogger who also happens to be a tech lover. She is always on a look
out for tech stuff and is currently hunting for some cool flash drives and free Android apps.
The growth of social media has brought about multiple changes to the way organizations promote their products. Marketing initiatives in the online domain have become essential. People look for information on the web before they opt for a particular product or service. As negative feedback can affect the image and subsequently the sales of a product or service, online reputation management has become a necessity. Organizations overlook it at their own expense. For organizations taking reputation management seriously, there are three factors that can emerge as major obstacles.
Attention that defamatory remarks command
Favorable feedback getting less attention than slanderous remarks is unfair but undeniable and inescapable. Such information invariably occupies the top honor on search engine result pages, thereby giving a hard time to people involved in ORM. Everything could be going fine and before you know a controversy hits the web and spirals out of hand if the team falters in containing the damage.
The intention here is not to scare organizations into employing the services of an ORM team but to throw light on the way information circulation works in the virtual world.
Speed of information dispersal over social media
A piece of information can make waves around the world in a matter of minutes, all thanks to social media. While this works brilliantly in product promotion and brand building, the impact is disastrous in case of an unfortunate incident. Furthermore, the buzz around a mishap or a scandal takes a considerable time to die down while it takes a long time to build a reputation over social media.
Organizations need to attend their increasingly impatient consumers by the minute. In case that does not happen, organizations are at the risk of being at the receiving end of negative feedback that spreads all over a social networking platform all thanks to the tools that allow for quick sharing.
Empathy with a disgruntled consumer is all that it takes for word to spread on the matter. An ORM team cannot afford to overlook a piece of negative feedback. Considering the reach of the internet with millions of users worldwide, an ORM team is always kept on its toes.
Intangible nature of brand equity
Brands are built on goodwill. Over a period of years, the trust of the consumers helps an organization command a premium for the goods it sell or the services it offers. This happens all thanks to the reputation of an organization. Despite this, the fact is that it is an intangible asset. The effort and the results are there for all to see but not quantifiable for an ORM team to present as an achievement. There are tools available for quantification of the results achieved, but the methodology followed and the results given by each tool are at variance with each other.
The significance of ORM calls for attention to detail. There are factors that make reputation management difficult but organizations need to take care of these for their own good. Else, the wrath of disgruntled consumers expressed over the web may haunt their products for long. Organizations do not have an option but to tread cautiously.