How can a company or organization be proactive versus reactive regarding public perception, especially since social media is so influential?
Answer: Since social media is so influential for buying decision, it is become important how does a company use proactive and reactive strategy regarding public perception.
Proactive is promoting brand actively by seeking opportunities for a target audience through social channels and third-party endorsement. The main objective is to build brand recognition, brand trust, brand profile, brand awareness and improving conversions & sales. Some of the strategies are:
1.Social media listening: Social media listening is collecting data from social mentions and customer feedback or comments or conversations to develop insights that inform the decisions to make about a customer. Social platforms Khoros, Sprinklr, Hootsuite or unlimited others to get insights from the customer conversation on social media. It is a common technique to engage customers or users with your brand by tracking customer's sentiment. Today's modern technology, social media platform is a tool to create value and becoming a resource.
2. Content planning and campaign: Social media is a large pool of networks or a web or a trap where you need planning for your direction to enter into the right track. Otherwise, it is like entering the forest without a map or a compass. Need a little research about your audience and their expectation of what type of content they want or enjoy. Therefore, it is necessary to know the content strategy. And everything goes smoothly by tying to the marketing campaign’s goals, objectives, and tactical plans. Social media is a role player in the customer journey.
3. Tools and channels: Tools and channels are creating content through blogs or youtube videos, social media channels, press releases, trendsetters or influencers.
4. Competitor mentions: It is risky but engaging with competitors on social media platforms while also attending customers can yield positive outcomes for all when a brand play nice. At the same time, you need to be very careful with your confident or engagement in your brand’s tone.
Reactive means giving a quick decision by preparing a response to counteract bad press and negative reports. It is also called as crisis management. The main objective is to reestablishing brand trust and credibility by minimizing crisis on a brand image or limiting the potential damages. Some of the strategies are:
1. Social media monitoring: Social media monitoring is often get confused with social media listening. Social media monitoring means identifying and responding on social media to the individual brand mentions. Some extend it is similar to social listening where you can use platforms like Khoros, Sprinklr, or Hootsuite to monitor brand’s mentions and the relevant keywords. The research found that responding to customer's queries or questions increases the chances of customer brand loyalty.
2. Trend watching and newsjacking: Trend watching and newsjacking are the strategies of reactive to identify the recent or real-time trends and events that your company's brand can take advantage of on social. To find out what people are talking about or interested in online, you can use tools like Google trends, reads the map, or even the Explore section of Twitter. There are several social media platforms where you can have social listening abilities to identify trending topics. Also, you can go through the National Day Calendar to get the idea about upcoming days that might be important for your brand.
3. Tools and channels: Tools and channels are creating content on blogs or youtube videos, press releases, press conferences, interviews on TV or Press and social media channels.
4. Indirect mentions: You can utilize social media listening platforms to find out mentions of your brand, or misspellings of the brand name to engage with customers who are commenting or discussing your brand indirectly. This is the best opportunity to gain trust by establishing that your brand gives value or care for customers online.
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