Aug11 How to Respond to Online Criticism While Still Boosting Your Brand

How to Respond to Online Criticism While Still Boosting Your Brand

Did you hear the story about the hotel that fined its guests for negative Yelp reviews? You heard that right. A boutique hotel in New York actually included a clause in its wedding booking policies that stated that a fine of $500 would be withheld from clients’ deposits if their guests posted negative reviews on Yelp.com.  Now, since then, the hotel has claimed it was a tongue-in-cheek jab at those who post negative reviews, especially when the reviews pertain to expecting an ultra modern hotel experience from a one-of-a-kind historic building. But in all honesty, it looked like a thinly veiled attempt to threaten people into not leaving honest reviews on Yelp about the hotel’s less than stellar customer service. They’ve since deleted the policy from their website. But I think it’s a great reason to talk about how social media (including negative customer reviews) can be used to enhance your customers’ experiences and help you deliver legendary customer service. How Social Media Can Help You Deliver A Top-Notch Customer Experience 1. Actively monitor and respond to feedback – If you aren’t monitoring feedback on your Facebook page or Twitter streams, for example, two things can happen. If you’re receiving great feedback, you run the risk of appearing aloof and isolated.  On the other hand, if you’re receiving negative feedback and you don’t respond, you look downright disinterested in your customers’ experiences with your brand. Either way, you’re damaging the image of your brand. 2. Don’t squash negative feedback –… Read More

Feb19 Personal VS. Corporate Brand: Which is the better choice?

Personal VS. Corporate Brand: Which is the better choice?

One of the big questions anyone in business tussles with is this: Should my brand be personal – about me – or should it be about my company? What is a brand? It includes the look and feel of your company’s image, as portrayed through your website, social media and more. And it’s more than just what your company offers. It’s what your clients can expect from you and how that sets you apart from your competitors. Your brand is “derived from who you are, who you want to be and who people perceive you to be,” said John Williams, president and founder of LogoYes.com, in an article in Entrepreneur.com. It’s about why you matter – as a person and as a company – your vision, purpose and mission. How you choose to portray that depends on a number of factors. Here are some points to ponder. When to choose a personal brand for your business One of the key advantages to having a personal brand is that people come to associate you with your business. People do business with people they know, like and trust, and it’s much easier to accomplish all three when the brand is associated with the face of a real person. That means your name is your business name, or is part of it, and your image is used in all aspects of your business – website, social media profiles and so on. You may want to choose a personal brand if:  You are the… Read More

Feb10 The Importance of Being Consistent With Your Brand

The Importance of Being Consistent With Your Brand

One of the most important things – actually, THE most important thing – you can do for your business is to create and maintain a consistent brand. What exactly is a brand? It’s a name, image, term, sign, symbol, shape and even color (or a combination thereof) that not only identifies your product, service or business, but sets you apart from your competition. Think Coco-Cola. Is there a more recognizable brand on the planet, with its distinctive bottle shape, typeface and red-and-white image? Also consider Nike, whose swoosh image is so familiar that you don’t even need to see the company name to know what the product is. Of course, most businesses haven’t been around 1892, like Coco-Cola, which has had well over a century to get its brand right. And while Nike is a relative newcomer on the scene, having been launched in 1971, it too has lessons that can help us improve our own brand recognition and consistency. Let’s first look at Coca-Cola. The Spenserian script used in the logo was the way people wrote in the mid-18th century and that logo has changed very little in the last 100 years.                       And for the most part, neither has the shape of the bottle:                           Notice, too, that not only did the logo remain virtually unchanged over the last century, but the color scheme as well…. Read More

Dec16 Why Twitter Matters to Your Brand?

Why Twitter Matters to Your Brand?

  Learning how to use Twitter as effectively as possible in your marketing efforts must include an understanding of how Twitter works and why it matters to your brand. Today’s tip will give you context about why getting Twitter right is absolutely essential for your online marketing. If you dive in haphazardly to a Twitter “strategy” without really getting why Twitter matters, you’ll likely produce content that actually damages your brand reputation or pushes your customers away – or both. Because it’s easy to take a look at this microblogging platform and wonder why or how on earth these 140-character messages could make any difference at all to the way that you market your brand. And as you look at Twitter, you’ll see that some brands appear to use Twitter with that very mindset. It’s a mindset that at best will limit your marketing efforts. At worst, you could actually damage the value of your brand reputation. Remember that a brand is no longer solely owned by the company that creates it. In this day and age, customers have a stake in the reality of what your brand is. One of the ways that customers help to shape your brand and your brand reputation is via social media. And as Twitter is one of the more popular social media platforms, the reality is that these 140 character messages can have a tremendous impact on how your brand is perceived by both your current customers and your prospects. Manage this well,… Read More

Nov04 How to Protect Your Brand on Facebook

How to Protect Your Brand on Facebook

Are you being selective and choosy about what you post and share on Facebook?  Does what you post match the overall values of your brand?  When marketing on Facebook, it’s important to remember that you are your brand. What this means is that everything you say or post on Facebook reflects on your brand, either positively or negatively. You’ve probably noticed that on Facebook, your personal interactions with your friends fall into a mixture of categories.  Some of the interactions are exceedingly honest, some post updates you can’t wait to read, and unfortunately, some will drain your energy because they always seem to be complaining about something. It’s pretty safe to say that people who visit your page on Facebook want to have a positive experience. (On a side note though, I happen to think that being positive in life tends to allow a person to attract better things in life.)  However, even if you don’t share that belief, I can say with confidence that being positive on your Facebook page will impact your number of likes, your level of engagement, and the number of people who become paying customers significantly. By and large, people want to enjoy their interaction on your page and to come away somehow improved by the experience. They may want to feel uplifted, informed, inspired, or experience any number of other positive benefits.  So when you post content, make sure to keep that in mind. Evaluate your content to make sure it won’t unintentionally offend,… Read More

Sep16 How Safe is your Edge Rank from Facebook’s Next Change?

How Safe is your Edge Rank from Facebook’s Next Change?

Did your brand’s Facebook page suffer as a result of Facebook’s last algorithm update? If so, you aren’t the only one. I know – that’s not exactly reassuring when you’re tearing your hair out.  But there were a number of brands that have experienced a dip in their engagement related statistics since Facebook’s Story Bump and Last Actor changes started rolling out to users.   And maybe you’re one of the people who’s scrambling to catch up – and already looking ahead, wondering just how many times you’ll find yourself behind the power curve, having to react to whatever Facebook’s next change is. Because hopefully you’ve figured out now that social media network change is the rule rather than the exception. Underneath all of the noise and complaining about the change, there’s been one thing that’s often ignored at least by marketers who want to use Facebook to blast messages about how great their product or service is and hope that if they blast it enough times, they’ll play the numbers and find people who are interested. But in the meantime, everyone else spends time hiding that kind of content.  Was Facebook Just Trying to Annoy You? But here’s the thing. According to Facebook, the average user has about 1500 different messages that cross his or her newsfeed each day. And unless they don’t have a life outside of Facebook, there’s just no way they’re going to find the time to sift through all 1500 messages each and every day. So… Read More