eBrandz Blog

Why is it vital to ‘listen’ to online conversations?

When it comes to managing online reputation of a brand, several factors come into play. There are issues like how to document the highly dynamic social media communications, different advertising material and all sorts of client communications – both generic and specific. In essence, electronic data management is becoming very vital. If you don’t preserve it, you may lose it and thus perhaps land yourself in trouble at some stage.

Enormity of electronic data management

Even small businesses are required to retrieve and maintain the records of Web-based interactions pertaining to their products and services. It is a wise idea to seek expert help for monitoring and managing your social media presence. In fact, that’s the most sensible thing to do. Here is why…

  • On the one hand, a business can build a positive image for itself by leveraging the all-powerful social media. On the other hand, unfavorable remarks, bad reviews and scathing comments about your products/ services can adversely impact the reputation.
  • If the networking platforms and forums serve as a good outlet for your prospects to know you, they can also result in bad publicity. If you do not act in time, the brand’s credibility will greatly suffer. In effect, it’s a double edged sword that owners need to handle with care.

The need for small companies to control the brand message is greater than ever before. Keeping this in mind, products are being developed to help prevent the leaking of sensitive information and any potential damage that could occur to the brand because of an errant post.

Ways and means to track Web based interactions

With the expert help and insight, businesses can devise strategies to accomplish the task of tracking Web based interactions. For example, Casey Smith is the president of a wealth management company based in Marietta, Ga. The tech-savvy businesswoman puts to use Cloud Preservation with good effect to track the brand’s social media communications. She gets the archive  regarding the customer feedback in her official mailbox on a weekly basis, which helps her provide better service to  customers.

Interestingly, more companies now encourage their employees to proactively use social media. For example, Dell has trained more than 3,500 employees. Those who have undergone the training are certified to use social media on its behalf. According to the vice president (social media and community) Manish Mehta, their aim is to carefully embed social media into each and every function pertinent to the brand.

The company has been training its senior employees as well as new recruits to effectively make use of social media. Classroom sessions on its networking policies and specific guidelines as well as on how to use sites like Facebook and Twitter are being held. To effectively manage its Web presence, it has been employing different online tools and techniques, such as sentiment analysis so as to tune in to online conversations that refer to the brand. In addition, it’s creating a social media ‘command center’ to monitor every bit of conversation that happens to Dell.