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Successful organizations are aware of the importance of reputation, which works as a double-edged sword. On one hand it can make your brand, the talk of the town; while on the other, it can diminish the consumer confidence thereby affecting sales. Today, social network or blog sites are visited by three quarters of global consumers who go online. With the onset of social media, a consumer has a number of platforms to share his views and the number of locations where a brand may be quoted as astronomical. Consequently, what is said about a brand happens with or without the consent of brand owners. The subsequent approach of social media takes it even further, building online communities and starting conversations that include people across all communities.
Depending on how popular and well-known your brand is, there may be a few or many people talking about it. Brand Monitoring comes down to one thing: consistency, which includes regularly responding to user issues, steadily incorporating consumer feedback, and increasingly empowering customers to appreciate your brand. Today brands do have to publicize a product, if the consumers believe in it, they will do the talking. Moreover, brand monitoring is not a onetime fix and is rather a process which needs to be followed over a period of time. As a brand becomes more popular, more conversations are held about a brand name and more time is spent listening and possibly taking action to blog posts, tweets, etc.
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