Social media Reputation Management – The Formula

Social Sites have been around since really the beginning of the internet. But, really since it was blown up from the eruption of MySpace and Facebook it’s really been a blackhole of “how to for dealerships.” I concentrated more on the building of your community in the last post. Well, it’s two- fold. Reputation Management is the other half. I came across the Social CRM chart and it does wonders as a visual for what Brand Management is and what is can do.

Starting at the very top of the image is data which is manually entered into a listening tool such as Biz 360 or Radian 6 in the form of keywords or phrases that you want to monitor. The listening tool then scours multiple online sources for that information and returns all of the relevant (hopefully) results to a human, who either handles the responses or passes the data to someone who can. The human now needs to decide how to respond to the information that was received. If the response is directed at a particular person, then it is a micro response. If it is a response directed at a large group of people, aka for the masses, then the response is a macro response.

Here’s a brief example. Remember the whole Southwest Airlines and Kevin Smith debacle, where they kicked him off the flight for being too fat? Southwest Airlines took both a micro and a macro response. They interacted with Kevin Smith directly via Twitter, email, and telephone; a micro response. In addition Southwest Airlines also wrote a public post on their blog which addressed their community as a whole, a macro response. Micro level responses are always human-to-human based interactions. Macro level responses on the other hand are crafted by a human but are pushed out automatically such as when you publish a blog post; these responses are one to many.

Once the response is developed and pushed out, that response and subsequent feedback needs to go through the company CRM system to track the data and conversation for future use. We then start back at the listening tool again and the cycle repeats. I hope that makes sense!

Your Diva 🙂


About Tanesha White

Professional BIo: With over 12 years of experience in the internet industry and the pleasure of working with National companies such as, Lithia Automotive, McDonalds, and Lexus Corp. Tanesha has applied her knowledge and creative thinking to the needs of clients and business owners with two things in mind; helping them understand internet marketing and how to market effectively and consistently show measurable results. Tanesha displays a true understanding of the internet consumers behaviors. By understanding the needs of businesses, she brings a fresh innovative approach to customizing effective online strategies for any industry. White believes that business owners can have all the desire in the world to have the most technologically inclined company in their market, but online marketing, SEO, social media strategy, and website conversion require the ability to understand in order to be successful.

Posted on April 3, 2010, in All Things Digital and tagged , , . Bookmark the permalink. Leave a comment.

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