Facebook is growing bigger with each passing day. More subscribers, more activities and more marketing opportunities. In this mix, most online brands miss out on a very important function that this social networking giant can do for you. It can help you in managing your online reputation. True, this is no bolt from the blue idea that you have never heard before! I do not claim credit for being the first one to bring it up.
However, in my experience of managing the reputation of established online brands, I have noticed that most go wrong in their handling of this platform. This is where I would like to throw some ideas into the ring. These ideas have worked for me and I am more than hopeful that you will find them quite useful.
Idea 1: Use of Check-ins:
Facebook has a function called check-in. It allows a page owner to find out the location of a user when they check into your page. This is a rather dormant function available on this network. But it is there. You have to do some back-end coding to get it to work for you by picking up location information through GPS. The coding is not something extensive, so it will not be a problem in the least. All you have to do is add some information about your business. By following the instructions, you can activate the check-in function.
Idea 2: Use Check-in Info:
Once you have activated the check-in function, the job becomes a tad easier. You need to check the information of users checking into your page. With this information, you can tap them to ask for feedback. Their feedback is essential, especially the negative ones. When you approach them for their opinion, you are already taking steps in the right direction. You are showing interest in these users. They will appreciate this effort you are making. When you fix the negative feedback, you will be in a much better shape as a brand.
Idea 3: Use Negative Feedback:
Just as it is important to fix negative and loose ends, you need to learn your lessons as well. Customers do not complain out of the blue! There must be some issue, either with the service you are providing or with some other matter. Sometimes, an ambiguous way of presenting content to users can mislead them inadvertently. You may not have any idea of the misinformation you are generating in the process, leading to several users feeling shortchanged. With the use of negative feedback, you will be in a better position as a brand. You get a different and inclusive perception about your brand from these users.
Idea 4: Be Empathetic to Users:
In this competitive world, customer relationships can make or break a brand. If you do it well, you will earn some loyal customers. Similarly, you may repel people away with a high-handed attitude. Empathy is what you need. Imagine yourself in the shoes of the users. Imagine yourself calling a customer service team for a complaint. How would you feel if the attending executive is empathetic to your problem? You would feel good about being associated with such a brand, even ignore some bloopers here or there. That is the kind of perception about your brand that you want people to have.
The Final Word
Online reputation management is hard work. You need to touch base with your customers to look at their side of the problem. Facebook offers that platform for all. You can use it for customer engagement and retention. Because this is an informal platform, you must treat it likewise. Customers have complaints. Check any page of a reputed brand like Amazon or ebay and you will find hordes of complaints with order numbers, etc. Does that make these brands any less popular or do they lose customers? A few, yes, but mostly they are able to hold because of sharp online responses. They are quick to jump into the problem, diagnose it and fix it. Facebook has tools to help you do that. You simply need to use them judiciously.
Write in with your ideas on how to mobilize Facebook for maintaining online reputation.