By Renee Revetta
Oct 18, 2010
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Today I’m here at Digital East and started off the day with the online reputation management session with Chris Condayan (Manager, Public Education, American Society for Microbiology), Dallas Lawrence (Contributor, Forbes.com & Mashable.com, Managing Director of Burson-Marsteller’s Proof Integrated Communications) and moderator Kathy Baird (Senior VP & Partner, Fleishman-Hillard). The session started out with some tried and true examples: Comcast Frank/ComcastCares, Domino’s, United…then got into the nitty gritty – tools, strategy, and crisis communication.
The panelists recommended the following listening and monitoring tools:
The panelists still said that there should be a large human component to any online reputation management program. They also made a distinction between active listening and overall brand listening. Knowing how many tweets are going out per minute and that 85% of them are negative isn’t active intelligence for your brand. That’s just the starting point. Monitoring tools that provide actionable intelligence are best. What are people actually saying about you?
How do you respond once you know who is talking about your brand?
With negative criticisms
With positive comments
The panelists disagreed on this one. Some said monitoring is the first place to start always, and others said internal goals & objectives should be identified before monitoring. They agreed that regardless of if you’re engaging, you should be monitoring.
Overall, you need to know what people are saying about your brand online. There might already be existing conversation out there about you, your competitors, and your industry that you’re not aware of. Have a plan in place, and always over communicate in a crisis.
To close, Dallas Lawrence shared 3 social media facts to shock un-social brands: