Our social media marketing course explains how online reputation can be managed, and how to apply the key principles to online reputation management.

We now live in a social media world where conversations take place around the clock. This means there are occasions when damaging content is published.

In the ‘old’ days, customer complaints had to be sent by mail, questions could only be answered by phoning someone, and criticism was likely aired via the letters page of the local newspaper – and nowhere else.

Today, the options above still exist. But social media has become the place where people turn to when they want to express their views.

It could be a general comment, perhaps when an organisation gets something wrong, or fails to provide a particular service it offers. Or it could be more damaging than that.

This modern, connected world presents a challenge for many organisations. Online reputation management is now a continuous operation. 

The conversation, criticism or comment about the organisation you represent or work for does not stop when the office is closed. 

Effective monitoring

Many companies, businesses and organisations will be familiar with the principle of ‘media monitoring’.

Newspapers and magazines, TV news programmes and radio bulletins are monitored and reviewed for coverage achieved. 

Monitoring is an industry in itself, with many firms offering to carry out the monitoring and review process – for a fee. Social media should really be treated in the same way.

Knowing what is being said about the organisation you represent or work for is vital if you are to protect its reputation – online or off.

The easiest option is to have a web browser (or tab) open for every social media platform on which you have a presence. This may include, but not necessarily be limited to, Twitter, Facebook or perhaps Google+.

Your organisation may also have a blog or an area of the website where people can post their comments, views or questions.

You will need to ensure that your daily work as a social media marketing professional includes checking all places where the public interacts with your organisation, client or employer.

For a general overview Google News is a good starting point. You can use it to set up an email alert 

Use appropriate keywords that are relevant to the organisation you represent or work for.

The email alerts may bring your attention to a particular reputation issue.

Hootsuite, for example, has a free plan for basic functionality. Extra functions must be paid for.

Many of these packages contain tools which analyse your organisation’s use of social media. 

They can track online activity, likes or retweets and assess the impact of messages.

These extras are useful for general social media management, not just for the occasions when your organisation’s online reputation needs to be protected.

See our social media marketing courses