In Digital Marketing different channels exist for implementing strategies, including Social Media, Content, Email, and SEO. Companies use social media to engage with their customers as well as build their own online communities.
“It’s not Digital Marketing, It’s Marketing in a Digital World”
This is where online reputation management (ORM) plays an important role in the field. According to Shaw Academy, ORM is the process of measuring and altering the perception of a brand for the benefit of the company. Normally, online reputation management is carried out by the social media manager who is responsible primarily for posting and providing customer service through social media.
Let’s see this example of a Digital Marketing Failure:
Starbucks, the largest coffee chain in the world, posted the following tweet for the Irish Market on the 5th of June 2012:
Anyone aware of Irish history, knows that Ireland and the UK share a difficult past and whilst the relationship between both countries is today much better, Ireland is a completely different and independent country. As such, many Irish people could easily take offense at being referred to as “British”.
A few hours later, Starbucks Ireland deleted the tweet and posted a new one, apologising to its Irish audience and pointing out it was meant for the UK only.
Two days later, they posted a new tweet regarding the mistake, but suggesting that they are moving on and it was a simple error.
As previously mentioned, social media is managed by human beings and we can all make “Innocent Mistakes”. Obviously, here the idea is not to laugh at other’s mistakes but rather to learn from those experiences. As a marketer, I manage social media and it is very possible that I might sometime face a similar situation, but the questions are what do I do when I make a mistake on Social Media? Do I delete the post? Do I ignore it?
Shaw Academy identified some actions you can take to actively manage your reputation:
1.- Respond Quickly.
2.- Don’t Delete a comment unless you absolutely have to, and be prepared to explain why you did it.
3.- Be professional and be prepared to move the conversation offline, if required.
4.- Be prepared to devote significant time and resources to this in the event of a crisis and have a plan of action in place to handle it.
5.- Appoint one person to provide final approval of content or replies before they are posted, and make sure they are easy to get in contact with.