Brand management encompasses a lot of things, and one definition is: “defining the brand, positioning the brand, and delivering the brand.” But in the age of social media, you’re not always the person defining the brand. If your customers are talking about you online, they may have a big say in it too. So while brand management hasn’t yet attained mythological status, the implication of control is slipping.
You may not be able to control what your clients are saying about you, but you can respond. It’s helpful to think about how you’ll react in advance, so you don’t shoot off an inappropriate post in the heat of the moment. For example:
- A client has just raved about you on Facebook. Do you… thank them? Turn it into a sponsored story? Do nothing?
- Someone has Tweeted a complaint about one of your products. Do you… Tweet back, saying you don’t want to come across as a stalker but you’d like to make things better? Respond with an apology?
- Someone is making sarcastic jokes about your business. In this case, it’s probably best just to monitor it and say nothing.
- Someone has said something totally wrong and unreasonable about your product. Here a polite correction would probably be in order.
How do you respond to positive or negative customer comments online?