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“What you post online speaks volumes about who you really are. Post with intention. Repost with caution.”
— Germany Kent
Your brand’s success is linked to its online presence.
Customers today have more power over brands than they did 20 years ago. The customer is now king, and they’re aware of this shift. However, there’s a need to control this shift as it can, at times, be used to topple a well-established brand.
Customers are always online; reading, tweeting, and commenting. They have certain expectations and demands. A brand should try to meet these expectations, but Online Response Management (ORM) comes in handy when demands aren’t met.
What is Online Response Management?
Online Response Management (ORM) is a crucial part of any business. It gives you the ability to manage your online presence effectively. A smart, creative ORM strategy can build a strong online presence. Also, quick responses can make you a customer favorite!
For instance, Denny’s, a US-based fast-food chain, has a reputation for funny and relatable posts on their Twitter, Tumblr pages. This is the latest way of creating buzz. Brands actively engage with customers over social media using quirky replies and posts.
In layman’s terms, Online Response Management is the process of building and maintaining the online reputation of a brand. The process takes time and effort, but it’s smooth sailing once people recognize your efforts.
Strategies for Perfect Online Response Management
- Craft Responses Correctly
Customers expect a resolution for all their queries and problems. The replies you send should be written in a way that resolves their issues and creates a positive brand image. A well-crafted messaged works wonders when trying to improve Customer Experience. It’s an essential part of your ORM strategy.
- Avoid Removing Comments/Replies from Brand Page
Many brands believe that deleting a comment makes the problem go away. But, that’s just not the case. When you delete negative comments, you harm your brand’s reputation. The customer may leave the company and move to alternatives to avoid similar issues in the future. A smarter ORM tactic is to have supportive and reassuring messages to reply to the negative comments. This can help maintain a balanced brand image.
- Respond with Honesty and Enthusiasm
“Honesty is the best policy,” is the mantra you need on repeat. An honest and enthusiastic reply is what creates the biggest impact when it comes to responding to a customer. Customers respect honest replies when it comes to problems with your products and services. Honesty must be maintained when it comes to ORM.
- Adhere to Brand Guidelines
A brand should adhere to its guidelines when it comes to dealing with customers. The responses should match the brand’s stature and style. A brand catering to the elite should use formal language and avoid using slang or acronyms when responding to customers.
Brands catering to the working class use language accordingly. Having such command over your ORM replies can make your brand a personal favorite among your audience.
- Track Influencers
Without a review or an unboxing video, customers are hesitant to try or buy new things. They have complete faith in YouTubers and Instagram Influencers they’ve been watching for a long time. Customers rely on the feedback from these YouTubers and Instagram Influencers.
Influencers help build brand image. Tracking the influencer market and interacting with them is beneficial to your overall ORM strategy. Influencers can help your product in ways that normal advertising can’t.
- Always Respond
Brands should actively engage with their audience across social media. This helps brands track progress and aspects they need to work on. A brand should always reply to comments or tweets they receive; especially if they are negative. Ignoring comments can harm the brand’s image more than replying to the comments.
Online Response Management (ORM) is not just about responding to customers, it’s also about accurately representing your brand. The whole process is not as complicated as it seems. If done correctly, it helps your business in numerous ways. Keep in mind that there’s always room for improvement. You can improve by using the strategies listed above.