Social Media Reputation Management

Social Media Reputation Management: Lessons on Brand Image

Each post, comment, or review that tags a brand adds another brick to its reputational foundation. But what if a business has multiple social media accounts with millions of reviews every year? Needless to say, it becomes extremely difficult to manage, filter, and promptly respond to these vast volumes of online chatter in a personalized manner.

Such was the case when one of the world’s largest fast-food chains reached out to HGS for help with social media reputation management. Let’s examine this case study to understand each aspect of social media reputation management.

What is social media reputation management?

The online reputation of a business is built on the references that people make about it on various online platforms. This practice of observing and shaping how people perceive a brand on social media platforms is known as social media reputation management.

Social media challenges of big businesses

The client in question is a Fortune 500, quick-service restaurant franchise that serves over 69 million customers daily in over 100 countries. The business has a national Facebook page, 14,000 local Facebook pages, charity Facebook pages, Twitter handles, Instagram accounts, and mobile apps. So, handling and filtering 4 million mentions a year becomes a huge challenge if the resources are limited or lacking.

While the large volumes of posts and comments may seem like the biggest problem here, the actual challenge lies in filtering through the noise to find the posts that require responses.

Social media is mostly unfiltered as it often encourages individuals to express their opinions freely. They can pretty much say whatever they want, which could be favorable or unfavorable for a business. But, more often than not, people tend to share their negative experiences rather than positive ones. The client, therefore, wanted to address the increasing negative sentiment toward the brand and its products.

In addition, they wanted real-time insights into their social media campaign performances. Thus, working towards fostering positive customer relationships and building a digital intelligence hub became imminent.

How social media reputation management resolves business challenges

A social media reputation management strategy typically includes:

  • An audit that determines the current online reputation – Analyzing a combination of qualitative and quantitative data can help identify where the online reputation of a business stands. The data can be social media posts, comments, mentions, online reviews, mentions from industry blogs or trade journals, and feedback collected from customers through emails, surveys, or contact forms.
  • Active social media monitoring – Real-time notifications and actively listening for mentions, hashtags, and untagged branded keywords help in making suitable interventions whenever someone has a reason to mention the brand.
  • Proactive and reactive engagement to build and improve customer trust – Mentions represent excellent opportunities to create a favorable impact on customers and improve a brand’s online reputation. It all comes down to having a social customer care strategy like giving personalized responses, ending all conversations with a note of thanks, or redirecting communications off of social media to avoid unnecessary conflict or back-and-forth.

Maintaining a positive and proactive mindset goes a long way in social media reputation management. With that big-picture context in mind, HGS brought the right expertise, tools, processes, and partners to address all of the issues that the client was facing online. Social care teams, as well as an on-site data analyst, were assigned to work several hours a week and serve the best-in-class customer care both in English and Spanish.

People and expertise

Social media reputation management requires the right set of skills and expertise. HGS relied on a team of talented individuals who could effectively engage on social media and mobile app reviews.

These agent-ambassadors underwent an extensive three-week training so that they understood the top contact drivers, the rules of engagement, the brand and local voice, crisis spotting, how to engage with influencers, and more.

Additionally, the social care team leaders responsible for designing, running, and operating the program brought a wealth of social media experience working with Fortune 100 brands.

Process

A good social media reputation management process should include:

  • Rules of engagement
  • Best practices
  • Process and workflow
  • Quality management program
  • Case management and design
  • Reporting and KPIs
  • Ideal agent profile
  • Training program

The HGS team compiled all of the above components of the process into a comprehensive Social Customer Care Playbook, which made the processes well-structured and easy to follow.

AI and automation

To help sift through millions of posts and separate actionable ones from the rest, HGS chose the right tool that leveraged Artificial Intelligence, rule-based routing, and automation that prioritized posts based on keywords and context. This partnership with the top-tier social engagement platform helped redirect messages to the appropriate teams, whether it’s customer care, marketing, or PR.

PR partner

The knowledge of a PR partner can help protect the brand from crisis. Not only do they help the brand deflect negative viral moments, but their expertise also enhances positive exposure by engaging influencers and celebrities. HGS leveraged this to help the client stay in good standing with the audience.

Analytics

Consider the power of the voice of the customer (VOC). Whether it’s a glowing review or an unhappy rant, listening to such feedback and making appropriate changes to the business is key in social media reputation management.

Text analytics and a structured tagging system can uncover specific trends that pop up in customer conversations. Making use of analytics in this manner, HGS was able to bring these actionable insights to the attention of the clients. During the launch of each marketing campaign, the VOC in reference to the campaign is tracked carefully for progress and effectiveness.

The results of social media reputation management

The results of social media reputation management case study infographic

Through social media reputation management, the clients experienced:

  • 100% more reporting insights along with comprehensive VOC reports
  • 7M engagements tagged and reviewed in the first year, including owned and earned content
  • 5X response rate as previous social media solution
  • 815K likes, shares, and comments from HGS’s responses
  • 2X faster response time due to content prioritization
  • Millions in cost savings by filtering 10% more non-actionable posts and tagging via enhanced automation

It is possible to take control of the company narrative and dictate a positive transformation, as evident from the report of the case study above. The best approach to securing and boosting online reputation is through publicizing success stories and positive reviews from satisfied customers. These positive experiences will ultimately stand out to prospects who might not have otherwise seen third-party reviews.

Listen and react to conversations related to your business. It is the best way to roll out a more effective and efficient online strategy.

Need a suitable strategy for your social media? Reach out to our experts.

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