Many companies fear that online consumers will post negative or hurtful comments about them and their products or services. This is worrisome especially on social media where opinions about certain things are shared all over the globe and in real-time.
In their “Social Media and Online PR Report,” Econsultancy and bigmouthmedia explored ways marketers can combat “brand bashing” online.
They reported, when asked how companies most often combat these negative comments, that:
• Nearly one-half suggested having directly engaged with the consumer
• The second-most-common strategy was longer-term in focus: trying to improve products and services.
Many respondents had even tried to get offensive content written about their company removed entirely but that tactic can have many negative effects on a company’s image.
Econsultancy also noted that only 12% of companies tried to create their own content to offset negative consumer opinions in search results, and that more could go this route.
When companies were asked about their activities on Twitter specifically, Brand monitoring was the third highest activity behind publicizing new content and marketing using this form of communication channel.
Other findings from Twitter usage found:
• About one-quarter of companies were using the microblogging site for customer service or gathering customer feedback.
• Nearly two-thirds (63%) of companies reported responding to tweets, and 34% responded “systematically.”
• More than one-fifth of client-side companies told Econsultancy that fear of reputation issues was a factor preventing more effective social media engagement.
• Almost 30% of agencies said the same of their clients.
In response to the results of these findings, Econsultancy offered this statement to address brand monitoring and how to effectively combat it: “To address this, there needs to be more education around how to deal with negative PR and social media crisis management, as well as best practice on how to engage in the first place,” according to the report. “There is clearly an opportunity here for agencies to better educate their clients.”
Information Provided By: eMarketer
Blog Post Written By: Kent Seiders