JSchneier
04-23-2010, 09:41 AM
We have all done it. A new movie is put out and within hours message boards and review sites are bashing the film. We read them and decide to pass on seeing the movie. Or a new product is released and before we even get a chance to see it our opinions are formed by reading the collective opinions of thousands of other users commenting on the quality of the product.
Or we are reading an article on CNN and before we are done we scroll down to the comments to see what other people think about the article. Do other people disagree as adamantly as I do?
But then there is your company. How do you keep track of the tide of opinions that are being formed about your company. Message boards, user-generated videos, and comments can dictate the reputation of your company. It doesn't matter if these message boards are endorsed by someone professional or that the video was made in someone's garage -- people are listening and your company should listen as well.
Keep your ear to the ground.
The first thing that I recommend is actually taking the time to listen. Start regularly doing searches on your company name. If you are searching in Google you can restrict your search to only viewing blogs or message boards (go to show options this feature is labeled as "discussions")
Communicate
Talking to your consumers and clients is one of the best ways to restore your reputation. One of the best examples of this was seen in 2007 when JetBlue CEO David Neeleman took an apology to his customers in their space: YouTube. (http://www.youtube.com/watch?v=-r_PIg7EAUw)
Another way to communicate with your customers is by commenting in message boards. We recommend stating up front that you represent the company. Be honest about your mistakes, clarify any misconceptions and be willing to listen. You don't have to just roll over and accept what people are saying but there is a lot you can be learning from people that are taking the time to review your product or company.
Message boards and product ratings can dramatically affect a company’s reputation, and consequently its stock price or valuation. You can't afford to not listen!
Or we are reading an article on CNN and before we are done we scroll down to the comments to see what other people think about the article. Do other people disagree as adamantly as I do?
But then there is your company. How do you keep track of the tide of opinions that are being formed about your company. Message boards, user-generated videos, and comments can dictate the reputation of your company. It doesn't matter if these message boards are endorsed by someone professional or that the video was made in someone's garage -- people are listening and your company should listen as well.
Keep your ear to the ground.
The first thing that I recommend is actually taking the time to listen. Start regularly doing searches on your company name. If you are searching in Google you can restrict your search to only viewing blogs or message boards (go to show options this feature is labeled as "discussions")
Communicate
Talking to your consumers and clients is one of the best ways to restore your reputation. One of the best examples of this was seen in 2007 when JetBlue CEO David Neeleman took an apology to his customers in their space: YouTube. (http://www.youtube.com/watch?v=-r_PIg7EAUw)
Another way to communicate with your customers is by commenting in message boards. We recommend stating up front that you represent the company. Be honest about your mistakes, clarify any misconceptions and be willing to listen. You don't have to just roll over and accept what people are saying but there is a lot you can be learning from people that are taking the time to review your product or company.
Message boards and product ratings can dramatically affect a company’s reputation, and consequently its stock price or valuation. You can't afford to not listen!