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Yesterday’s Biznology® Webinar by Paul Gillin was about how to prepare for and prevent social media attacks on your brand. That Facebook page you set up to promote your business might just become your biggest headache. Customers who used to suffer frustration in silence now have a voice, and they’re taking their opinions to the whole world. Customer attacks on brands via Twitter, blogs, Facebook, Change.org and many other outlets are skyrocketing, and the task of protecting brand reputation has become one of the top concerns of corporate executives and marketers.
I have a stock answer whenever I’m asked why I’m good at PR: “It’s all about the relationships.” In PR, your success or failure is 90% driven by the types of relationships that you have with the media. Cultivating those relationships takes up a fair amount of your time and represents one of the greatest intangibles, which is what makes PR so hard to quantify. Digital media marketing, especially the social side, is not much different. It’s all about the relationships – with your customers.
Monday, I talked about the Convey API, a new offering from Converseon that earned DataWeek’s Innovator of the Year on Social Media. My point Monday was that the Convey API allows the people who need accurate sentiment analysis to pay for it, even though monitoring platforms are getting cheaper and cheaper and not offering that kind of accuracy. But that’s only half the story. To me, the bigger opportunity for accurate sentiment analysis is how it can be used for entirely new applications that go way beyond social media monitoring. Read the remainder of this entry »
My wife and I had dinner with a couple we know not long ago and during the meal, the topic shifted to our respective jobs. The folks we were with are both successful business people; he runs a small business, she’s an operations executive. And both talked about how successful their respective companies performed, “without marketing.”
There’s no such thing. If you’re selling to a customer, by definition, you’re marketing. But maybe you don’t realize it. Let’s take a look at what I mean.
Recently, I wrote a post that recommended, “Don’t be afraid of fake reviews,” to help business owners know how to respond to an angry post in social media. To make a long post short, my advice was to always treat angry reviews as legitimate (not assuming it is faked by a competitor, for example), because responding that way is best whether the review is fake or not. That advice was questioned by one correspondent, who asked, “How deeply do you respond in public?” What he wants to know is how to practically manage a conversation in social media, which is a very good question.