In the previous article, we discussed the importance of social media monitoring, and this time we will continue the discussion in the previous part about managing a brand’s online reputation.
To manage brand reputation on the Internet, we need to start with three steps: first, we need to start with doxxing (Monitoring) to find out what netizens talk about the brand and why they are dissatisfied with it; the second is to wash the bottom (Repair), downplaying and optimizing the past and present bad reviews and scandals on the Internet; The third is to reveal the bottom (Reveal), and further achieve the image expected by the brand, such as trustworthy, highly recommended, etc.
The key to doxxing is the social media monitoring that I discussed in depth in my previous column, from which I can see what the subject, scope, and strengths and weaknesses of online discussions about brands are, and find out the implications.
As for the second part, brands need to consider what needs to be watered down, such as infiltrating some new positive points in the comments and pointing out what the brand has done to make up for it. In the process of washing down, we prioritize the downplay of recent negative news or scandals, and then gradually downplay the bad reviews on social platforms, including discussion boards and Facebook discussions.
Three years ago, Apple Daily reported that the suspected moldy turtle jelly was sold after processing, which later sparked a large-scale online discussion. If Paradise wants to face up to the problem, it should first downplay the negative news of “Apple” to make it more difficult to search, and then deal with other online discussions, because the latter will lag behind in the search level, and even if it cannot be searched now, it does not mean that it cannot be searched later, so they cannot be ignored.
Ideally, when we search for the brand after the wash, the first thing we get is our own ad, the official website, Wikipedia information, the brand’s Facebook page and related videos, and then some positive news and discussions.
In the third part, brands need to show consumers a positive brand image through third-party online comments, which are no more than two methods, including word of mouth and KOL promotion – reshaping the brand image from the positive opinions of celebrities in the industry.
As everyone knows, after the scandal broke, Hai Paradise launched an advertisement to respond to the accusations in the form of a conversation between the boss Wu Yaoming and Lu Haipeng, trying to repair the brand image, but it was not accepted by netizens, and the negative comments were overwhelming. If Sea Heaven regains consumer confidence through KOLs, it is believed that the effect will be more satisfactory.
Despite the complexity and difficulty of fully controlling online speech, we need to actively and continuously manage our brand image, otherwise it will often be difficult to reverse the disadvantages when problems and crises erupt.
