The need that companies have to manage their internal and external reputation has been established for many years, but now it should be raised in a more effective way to introduce this function, since the point of becoming a management policy its reputation. Interest in online reputation came from the acceptance by the marks on the importance of information on the results of the various online search engines, which was increased with the content generated by users in forums, blogs and social networks, affecting search results significantly, what is motivating companies to have a positive influence on them. As I have had the opportunity to experiment with brands online reputation plans arise when it is about to face a crisis, so I tried to establish 4 steps to help prevent and resolve a crisis in the web 2.0.
- Analyze your environment:
As an initial step, it is important to get all the information we can to establish the fundamental basis to develop our plan ORM (Online Reputation Management). We must bear in mind that we must analyze our target and its stakeholders, the communities they come as a reference, our competence and based on keywords identify the type of conversation that handles about our brand.
- Develop a diagnosis:
After gathering all the statistics, you have to set goals that lie public, complemented by the message and use the most appropriate digital tools to communicate. Thus it serves as a starting point for all processes that execute and have a clear dimension of the actors who have a degree of influence within them.
- Plan Digital Tool:
The larger purpose of handling a tool plan is the optimization of existing ones. This means we must make it easier to find our brand, generating credibility and promote the values set forth in a public relations plan. The tasks that must be performed to achieve our objectives are: Improve the architecture of our links, making them optimal for SEO. Generate content to demonstrate the values and stories that we want users to find on our brand online. Search initiate and or maintain good and lasting relationships with our stakeholders.
In this last step we try to do a constant review of our public talks and Stakeholders gather information that will serve useful later. Ultimately I think in a very clear way that there are four aspects that we consider to be monitored: Identify the most influential users of the target within communities. Set the key topics that are of interest to power users and motivate them to share with their network. A set of objectives and KPIs that help us to constantly measure compliance plan ORM.
- ORM reputation
- Monitoring and identification
Logically, if we do not listen, if we do not pay attention and we monitor, we will not realize what is happening and therefore we cannot react in time. Monitoring is essential to identify a crisis. From detection ideally have a flowchart or workflow showing us how to act quickly in each case. The chart details what procedures we follow in case of crisis and is essential to avoid falling into improvisation and blocking errors. We know a lot of monitoring tools that can help us to detect a problem, as Brandwatch, Google Alerts, Hootsuite, Me on the Web, Social Mention, Icerocket, etc, but better I leave here with the 50 best developed by Social Media Today, which by the way, I recommend you go if you do not do yet.