6 Best Practices to Help You Get Your Online Reputation Management Strategy Right

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”

— Warren Buffett, investor and philanthropist

What do you see when you Google your business?

Hopefully, it's all good. Because any negative reviews or bad press could have a bigger impact than you realize.

How big? A staggering 90 percent of consumers check out online reviews before visiting a brand, and 84 percent trust these as much as personal recommendations.

Stats like this prove no business can afford to underestimate the value of a good online reputation management strategy. And here are six best practices to help you get yours right.

1. Track the conversation to stay on top of feedback

Monitoring what people say about you online — across social media and review sites — is fundamental for any effective online reputation strategy. 45 percent of consumers have found a reason to avoid a business during an online search, so if there’s something toxic out there, you need to know about it.

Set up alerts for any mention of your brand to receive up-to-the-minute updates whenever new reviews or critical posts go live. Respond to the review or post — but only in a calm, rational, professional way. Share your side of the story and invite those responsible to get in touch for a deeper discussion. Always thank reviewers for taking the time to post their views, too.

This can create a balanced view of your business and help put negative feedback in context. Existing and prospective customers may appreciate your mature response, prompting them to do more research before deciding whether to choose a different brand.

2. Cultivate a positive image

Create a wealth of quality, high-value content across different sites. Post:

• Helpful videos

• Eye-catching infographics

• Authentic testimonials from satisfied customers

• Guest posts on high-authority websites

• White papers demonstrating thought leadership

• Well-written blog posts, articles and press releases

Connecting your company to lots of quality content will help it look better: the aim is to position your business as a knowledgeable, experienced and prolific player in the market.

And if you can create enough quality content and positive stories about your brand, pages carrying negative views may be pushed further down the results over time.

3. Know Your Audience

Interacting with followers on social media, forums and comments sections is a must. But it’s vital to invest time into defining and understanding the audience first.

Why? So you don’t misread context or appear unprofessional by adopting a lighthearted approach when it’s inappropriate.

Using the right tone can help engage readers more deeply and demonstrate your brand’s commitment to building relationships with consumers. Never post any rude or aggressive comments, and avoid belittling competing (or even non-competing) brands.

All interactions should be considered carefully and contribute to maintaining a positive reputation.

4. Be consistent with your brand voicing

Your company should be recognizable across different platforms and content types. Videos, blog posts, articles, social media posts, podcasts — anything and everything must be consistent.

Consumers need to feel they’re speaking to the same business over email as they are on Facebook. Customers may feel confused and alienated If they’re addressed politely through one but not another. Such inconsistency can turn them off your brand in the long run.

Creating buyer personas helps achieve consistency and authenticity, by identifying the type of people you’re looking to convert. You can use this information to establish the right voice — i may evolve over time, but it should do so consistently.

5. Learn, Adapt and Grow

Your business isn’t perfect. It doesn’t have to be. But it does need to be accountable and flexible when issues surface.

We’ve already established that responding to good and bad feedback alike is key. But it shouldn’t just be for show. Actually listen to consumers, hear what they have to say and understand how their input can help your brand improve.

For example, if a buyer complains about slow delivery and poor packaging, think about how that can change. After all, people want the goods they’ve paid for in a reasonable time and expect them to arrive in good condition. Issues in either area suggest your current order fulfilment process demands attention.

In this case, paying attention to criticism creates a valuable opportunity to take your business to the next level and deliver a stronger customer experience. Explain this in your response to the individual(s) voicing their frustrations and outline which changes you’re making to ensure the same mistakes don’t happen again.

This makes customers feel more valued and shows that you’re willing to adapt to be at your best.

6. Update Brand Information and Contact Details Regularly

Stay on top of your business’s information and contact details to ensure credibility. Customers who try to reach out to you but discover your email address no longer exists or the phone number on your site has been disconnected will wonder how legitimate you are.

The same is true of your social media accounts, too. Don’t leave your presence on Facebook, Twitter and other networks to fade. Questions and criticisms with no response from your business suggest your brand places no value in engaging with followers.

50 percent of consumers believe companies should be contactable 24/7. This is tough (if not impossible) for startups with skeleton crews, but virtual assistants, comprehensive FAQs and how-to videos can all offer customer support without real staff input.

Follow these six tips to build and maintain an effective online reputation management strategy. Keeping customers satisfied and positioning your brand as one that puts customers first is critical to competing in a crowded marketplace.

Want to work with a professional team of experts for best results? Get in touch with Reputation Mart to learn how we can take your online reputation to the next level right now.

7 Key Threats to Your Business’s Online Reputation

How much importance does the average consumer place on reviews? Do other people’s experiences with your brand affect their decision to part with their hard-earned cash?

The answer to both is a resounding yes.

Believe it or not, a staggering 84 percent of consumers trust online reviewsjust as much as a personal recommendation, and 90 percent read said reviews before even visiting a company (or its website).

If your reviews, feedback and testimonials across the web are negative, you can expect to see a real impact on your bottom line. That’s why managing your online reputation and being aware of the risks is so important.

Here are 7 key threats to your business’s online reputation and how to deal with them.

1. Bad reviews

As we mentioned in our intro, bad reviews have the power to influence a huge portion of consumers.

Failing to deliver the quality of customer experience people expect (or are willing to tolerate in exchange for good products or services) means you could end up amassing a large number of negative reviews — and alienate prospects before they’ve even had an opportunity to try your company for themselves.

Review sites and social media are breeding grounds for views with the power to damage your reputation. Monitoring them and responding to as many as you can is vital, but the best approach is to make it easier for people to leave good reviews instead.

This means evaluating those aspects of your company which appear in complaints again and again. Are your team’s responses too slow? Do you need to hire more agents to accommodate demand? What about trying to improve the quality of your products by switching manufacturers?

Take the time to consider common sources of dissatisfaction and address them ASAP.

2. Management Speaking their Mind

Keeping everyone within your business in check can be difficult, especially those on the top rungs of the ladder.

But it’s essential to avoid any outbursts or unintentional offense, as these can have a lasting impact on the paying public.

For example, American Apparel’s Dov Charney drew negative attention to the brand for some of his comments on delicate matters, Ryanair’s Michael O’Leary is known for his loose tongue and Abercrombie & Fitch’s Mike Jeffries famously sparked outrage with his views on the type of customers his company wanted to attract.

Your CEO and other high-ranking individuals must be responsible in their behavior: speaking without thinking can leave consumers unwilling to do business with you ever again.

3. Failing to Monitor your Reputation and Address Problems

It’s tempting to focus on running a business and ignoring what people have to say about it online. But this is a major mistake.

Consumers who see negative reviews or posts on social media without any response are likely to assume your company simply doesn’t care. They could see it as a sign of arrogance or an admission of guilt, neither of which does you any favors.

Make sure your online reputation is monitored and steps are taken to improve public perception of your business.

4. Passing the Buck

Never play the blame game in a crisis. Pointing the finger at a complaining customer or trying to throw a third-party under the proverbial bus will do more harm than good.

Businesses should always admit when they’ve made a mistake — either accidentally or by design — and apologize. Action may need to be taken to put things right and maintain your reputation. For example, freebies or discounts would be a fitting response in the case of massive shipping delays or failures.

Consumers value brand transparency more than ever today, especially on social media. Lying or trying to downplay a faux pas could do more harm than you realize.

5. Disgruntled Employees

Not all of your employees will love their job. Some of them may genuinely like it. Others may find it fine for the moment. But others could very well loathe it — and that might make them a threat.

Workers who have been treated poorly, fired without good reason or discriminated against could vent their frustration on social media. Within hours, thousands or even millions of people may discover your brand isn’t all it seems before you’re even aware.

The lesson? Make sure you have practises in place to ensure all employees feel valued, respected and well-compensated for their work. And an open-door policy can encourage them to speak up about problems well before they feel forced to go public.

6. Lack of Control on Social Media

Be careful which employees have access to your social media. One of the key dangers to your online reputation is a worker with bad intentions seizing control of your Facebook, Twitter or Instagram.

Perhaps they want to be fired. Maybe they want to sabotage your business for treating them badly. Or they could even create a post in good faith without realizing how offensive it could be.

Keep tight control of your social media accounts, and update logins regularly to reinforce their security.

7. Others Acting in your Name

Finally, make sure you own all websites related to your brand, products or services directly. If you fail to claim a domain for your company’s exact title, someone else could — and start causing trouble.

They could scam consumers out of money or post distasteful content and cause controversy to harm your reputation. Don’t make it easier for anyone to disrupt your company’s work: invest in the right domains as soon as you can, or approach the current owners to work out a deal. Otherwise, a large part of your online presence will be out of your control.

Failing to consider these 7 key threats to your business’s online reputation is dangerous. Every company, no matter how big or small, depends on a positive image to retain customers and attract new ones. Even global powerhouses can be dealt a serious blow if they overlook this.

Want to discover how our experts can help you build a better online reputation? Just get in touch today!

8 Online Reputation Mistakes Your Business Must Avoid

What do people think of your company?

Your reputation makes a massive impact on consumers’ decision to buy from you. A staggering 67.7 percent of purchasing choices are affected by online reviews, and you stand to lose more than 20 percent of business if prospects come across negative coverage of your brand on the first results page.

Considering the sheer range of options customers have online, a bad reputation can make all the difference between securing and losing a conversion. If your business seems too much of a risk, buyers will just purchase from one of your competitors instead.

You have to protect your online reputation from bad reviews, poor feedback and anything else that could damage it. Join Reputation Mart’s experts as we explore the 8 online reputation mistakes your business must avoid … 

1. Failing to Monitor your Reputation

Maybe you’re just not that interested in going online. Perhaps the prospect of Googling your own business and trawling review sites makes you want to gag.

Whatever the reason, your online reputation could end up getting wildly out of control if you fail to keep an eye on it. Even if people are leaving good reviews or sharing positive posts about you on their social accounts, they might not be getting full exposure without you sharing them.

Just because you don’t research your company doesn’t mean others won’t be.Fake accounts may be set up on social media too, possibly causing further damage.

2. Not Interacting with the Online Community

People will leave good reviews. People will leave bad reviews.

It’s vital to respond to as many of both as you can, regardless of their content. Apologize for poor service, thank customers for their kind words and offer to make things right if need be.

Interacting with people who have taken the time to post about your business will impact other customers’ views. Seeing how well you respond to the worst complaints can show you care about buyers’ experience and respect their opinion.

Simply leaving bad responses untouched and pretending they don’t exist will only do more harm. When responding to negative feedback or reviews, always be professional and courteous: never engage in a war of words.

3. Creating Fake Reviews

Always, always avoid the temptation to write fake reviews. Creating them yourself or asking employees, friends or even family to do so is a big mistake.

Why? Because if someone finds out, you could harm your reputation more than a single bad review ever would. Consumers will wonder why you have to cheat to make your brand appear better, and view you as being untrustworthy.

After all, if you’re willing to lie about online feedback what else would you lie about?

Prospective buyers will have more faith in you if they see you handling negative reviews in a professional manner than if they see lots of feedback sharing too many similarities to be coincidental.

4. Being Unsociable

Social media has a big impact on the business-consumer relationship. People will complain to companies directly on Facebook and Twitter, share good experiences with their friends and ask questions about products. It’s a key step in the research process.

Being active on social media and engaging with your customers is key to maintaining your online reputation. Users expect fast responses and transparency, whether they have made a complaint or thanked the brand for excellent service.

Avoiding social media is no way to try to minimize the harm of potential negative posts. People will still discuss you even if you have no account.

5. Never Showing your Human Side

Customers will feel a stronger bond with your business if you’re willing to show your unique, human side.

If you make a mistake, admit to it. Be sincere. Explain to your customers how and why it happened, and discuss what you plan to do to put it right.

Don’t issue a bland press release that skirts responsibility and leaves buyers cold. Just hold your hands up and present your solution. Prospects may be more forgiving if they see you’re approaching a situation as a group of people rather than as a faceless enterprise.

6. Ignoring the Power of Content

Good content is essential to keep your reputation in good shape. Well-written blogs and articles offering readers value will help you become recognized as a reliable brand with lots to say. This adds credibility to your business and can establish you as a thought-leader, though this may be easier in some sectors than others.

The better your content, the more likely it is to be shared and garner extra attention. Failing to create new content doesn’t just make you look unprofessional, it’s not great for your SEO campaign either. 

7. Getting Complacent

You’ve built a good reputation. You’ve published a string of great content that attracts thousands of views. You’ve amassed more positive feedback than you can keep track of.

So, why not take your eye off your online reputation for a while and focus on other areas of running your business instead?

Don’t get complacent. If you stop responding to social posts and reviews, customers could lose their respect for you and assume you no longer care about their views. Never let success distract you from maintaining good relationships with customers.

Remember: they’re what keeps you in business, no matter how big your brand becomes.

8. Having No Reputation Management in Place

Every business should invest in solid reputation management. You have to know what people are saying about your company, identify the common complaints and find ways to put things right.

You need to know how you will respond to feedback and use it to help your business grow. This must be put together with care — just dashing off a comment at the end of an occasional review isn’t enough.

Our team of experts can help you stay on top of your online reputation, ensure brand consistency and avoid harmful mistakes. Want to learn more about our Online Reputation Management services? Just get in touch! 

How Social Media Impacts Your Online Reputation

Social media matters. Even if you try to avoid it in your personal life, your business must be represented on the major social networks.

Facebook, Twitter, Instagram, and other networks have billions of users across the globe. Consumers of all ages and demographics use them on a daily basis, and countless businesses are actively engaging with them through text, images, and video.

If you aren’t, you’re falling behind, and your reputation may be suffering.

So just how does social media impact your online reputation, and how can you use it to your advantage?

Be Inspired to Be Better

Word of bad behavior or gaffs on social networks carry real weight with consumers and can bring negative attention to your brand within hours.

For example, United Airlines made the news in 2017 when a paying customer was dragged off one of their planes because it had been overbooked. The violent video went viral, and the situation only worsened when the CEO was found to have little grasp of the incident’s horror.

In a case like this, social media showed the world a glimpse of United Airlines’ corporate attitude and values that was truly ugly, and people voiced their disgust by the thousand. It was inevitable that someone would record the incident on their smartphone and share it with others, but United Airlines did little to ease people’s fury.

Social media should make you more aware than ever that everyone has a voice today. One consumer who experiences appalling service (or flat-out indecency, as with United Airlines) now has the power to tell millions of others across the globe to boycott the business in question.

How can you avoid such extreme repercussions? Concentrate on making sure your company’s protocols, processes, and training allows no room for incendiary behavior. At the least, you reduce the risk of damaging your own reputation. At the most, you will help it get better and better.

Also, social media results tend to appear high on SERPs (Search Engine Results Pages). Any results carrying negative information on your brand will be eased lower and lower down the page, reducing the risk of consumers seeing bad reviews before visiting your warm, welcoming social accounts.

Of course, as we established above, bad customer experiences can find their way onto social networks and catch fire quickly. Your page may be bombarded with questions and demands for a response if your business acts in a way it shouldn’t – visitors will encounter this and may form an unfair opinion.

Keep Up to Date with Your Reputation

Another perk of social media is that it lets you monitor what people are saying about your business.

You may not be able to track every comment on every network, but you can still see enough to gauge public opinion. It’s vital to respond to people as and when you can, to help manage your reputation.

Nothing makes a business appear unprofessional and uncaring than a string of unanswered Tweets or Facebook posts on their page. Consumers lodging complaints, asking about upcoming products, demanding information on late deliveries, and generally sounding off can be enough to paint quite the unattractive picture of a business within seconds.

You need to stay on top of your social accounts as best you can and engage with followers whenever possible. Even if they are saying something negative, your response can prove essential in winning them over. You need a strategy in place to handle comments and feedback, no matter the language used, no matter how angry the writer obviously is.

Allowing yourself or anyone else from your company to respond without thinking, based on emotion rather than good business management, can be a terrible mistake. Even if you cannot think of a suitable way to address it immediately, it may be best to leave the comment without a response for a day or so – this would be far less harmful than an enraged rant.

We can help you setup the right tools to monitor mentions of your brand, and let you know whenever your brand is mentioned on social sites, forums, news pages, and more.

Be Positive

Following on from responding to negative comments and feedback, you need to interact with people writing positive things too.

Saying thank you, sharing their kind words, or simply replying with a sweet emoticon can all show your business in a good light. It proves that you listen to what people have to say and value their input or custom.

Still, a positive, well-written, contemplative response to a criticism can bring good attention to your brand out of bad, too. It’s vital to be apologetic and address how your business will attempt to fix the problem caused.

You need to remember that other people will see any interaction you have on social media (unless it’s through direct messages), and even simple but positive comments can boost users’ opinion of your business. They may take a look at your account to investigate your products or services, and possibly follow through to your site.

Another key factor to consider is the tone of voice you use, and how engaging it is for your followers. You need to show consistency in your language and style from one post to the next, otherwise people may be confused. Social media can help you cultivate a strong brand personality and boost your appeal to your target demographic, so use whichever tone best suits your market.

Never underestimate the power of social media as a business tool, no matter how big or small your company is. Startups with one employee can build a wider audience through a well-managed social account, while the biggest corporations can be dealt major blows by their poor choices.

Call us today and we will help you create a social media strategy that incorporates the points discussed above, and you can help to make sure your online reputation remains strong for years to come.

How Website Speed Can Make or Break Your Online Reputation

The easy access to information via smartphones has empowered Canadian consumers to make decisions faster than ever before, and they want to act upon these decisions straight away.

Any hurdles in accessing information such as slow load time of your website can negatively affect your online reputation.

Rise of Smartphone Use

According to Statista, 62.37% of the population in Canada used a smartphone in 2016. The Statista 2016 data showed:

• 54% Canadians compare prices of a product/service using a smartphone
• 67% Find the nearest store location
• 6% Check for discounts
• 44% Read reviews
• 21% Look at competitive product/service
• 61% Check availability
• 59% Compare features
• 1% Make a purchase

On-the-Spot Decisions

A Google report showed that 82% of smartphone owners used a search engine as the initial step to gratify at least one of their needs.

According to Google, Canadians, in particular, use a search engine at the exact time they want something. This means that they’re more likely to be loyal to their needs than to any brands or products that they’ve used before. 

An example of this demand to satisfy one’s need on-the-spot is the rise the search phrase “open now”. The search giant reported that search interest in the keyword phrase “open now” has increased 3 times since 2015.

Expectation to Get Products & Services Immediately

With the rise in smartphone usage, consumers’ expectation to get the products and services they need as soon as possible has also increased.

Canadian consumers, according to Google, aren't any more willing to wait even for a few days for their orders to arrive. They want to get the products or services as soon as possible. The tech giant reported that searches for the keyword phrase “same day shipping” has grown by 160% since 2015.

The Need to Know Where to Get Products & Services

Google research showed that consumers are using their smartphones as “anywhere” assistants, turning to their phones in search of stores where they can visit to get what they want prior to leaving the house – a phenomenon that renders store browsing close to oblivion.

According to Google, over the past 2 years, mobile searches for keywords “where to shop” and “where to buy” have increased by more than 100%.

Speed Equals Revenue

Whether your website visitor is a plan-ahead type, impromptu type or that last-minute type, each of these visitors all want the same experience: they want to get the information they want right here and right now.

The basic website load time can either make or break your brand reputation.

SOASTA’s report "The State of Online Retail Performance" released in Spring 2017 found the following key insights regarding site load time:

• Even as nearly half of all consumers browse their smartphones, only 1 in 5 complete transactions on mobile.
• Optimal load times for peak conversions ranged from 1.8 to 2.7 seconds across device types.
• Mere 100-millisecond delay in load time hurt conversion rates by up to 7%.
• Bounce rates were highest among smartphone shoppers and lowest among those using tablets.
• Optimal load times for lowest bounce rates ranged from 700ms to 1.2s across all device types.
• A two-second delay in load time hurt bounce rates by up to 103%.
• Pages with the lowest bounce rates had start render times ranging from 0.9 to 1.5 seconds.
• A two-second delay correlated with up to a 51% decrease in session length.

Google, for its part, reported that the average time it takes to fully load a mobile landing page is 22 seconds. Fifty-three percent of mobile site visitors, however, according to Google, abandon a site if it takes more than three seconds to load.

More than half of the overall web traffic, Google reported, comes from mobile. Despite this traffic lead, mobile falls behind desktop in terms of conversion rates.

Google researchers analyzed 900,000 mobile ads' landing pages in 126 countries. The researchers found that bulk of these mobile sites are slow and stuffed with too many features.

"Our research has been eye-opening,” said Daniel An, Global Product Lead, Mobile Web at Google. “For 70% of the pages we analyzed, it took nearly seven seconds for the visual content above the fold to display on the screen, and it took more than 10 seconds to fully load all visual content above and below the fold.”

You can check how your website fared in terms of speed at Test My Site – a free service offered by Google that analyzes your website in terms of speed and usability.

According to Google, these two are the top factors that affect site loading: number of site elements and number of images.

Researchers at Google said the high number of site elements results in greater site's weight and complexity. A typical webpage today, the researchers said, weighs 2,486KB and holds nearly 100 assets hosted on dozens of different servers – issues that contribute to slow loading.

The second factor that contributes to the slow loading of a page, the researchers said, is the high number of images. A typical page can contain logos, favicons and product images that can easily add up to two-thirds of a page's total weight – equivalent to hundreds of kilobytes. This results in cumulatively slow page loads throughout a session, the researchers said.

Reducing the number of elements and reducing the number of images in your site can make your site load faster.

Google researchers also found that webpages that have more images and other elements result in fewer conversions.

To speed up your site, a mere compression of images and text can make a big difference. Thirty percent of webpages, according to Google, could save more than 250KB through this simple process.

"It's no secret that shoppers expect a fast mobile experience,” An said. “If there's too much friction, they'll abandon their cart and move on. Today, it's critical that marketers design fast web experiences across all industry sectors. Consumers want to quickly pay bills on finance sites, get rapid results when they're browsing vacation reviews, and view an article immediately when they click through.”

How Marketing Across Canada’s Culturally Diverse Consumers Helps Brand’s Reputation

Canada is a multicultural country. Connecting with Canada’s culturally diverse consumers can help your brand’s reputation.

Canada’s Multicultural Landscape

According to Statistics Canada, 1 in 5 Canadians are born outside of Canada. Toronto and Vancouver, in particular, are the most culturally diverse cities, with 49% to 51% of their residents born outside of this country but call Canada home. Statistics Canada said the number of visible minorities in this country will only become bigger, with nearly one-third of the population will be a visible minority by 2031.

A study conducted from June 2017 to July 2017 by MediaCom showed that only 25% of people who self-identify as a visible minority feel that brands speak to people with different cultural backgrounds. More than a third of those who self-identify as visible minority feel that in cases where their ethnicity is represented, it’s frequently done in a stereotypical manner.

Finances and Spending Trends

The MediaCom study found that many of the first-generation visible minorities in Canada are professionals. While their household incomes aren’t higher than the average Canadian consumer, first-generation visible minorities have significant savings.

With their significant savings and the desire to live permanently in Canada, the study found that first-generation visible minorities tend to spend more on personal care to electronic gadgets to cars.

The study showed that first-generation visible minorities in Canada make up 34% of those who opened a bank account in the past 12 months in Canada, 43% of those who subscribed to an internet service provider, and 57% of those who bought a mobile phone.

Mobile-First Consumers

In the study "Marketing across Canada’s multicultural landscape? New research from MediaCom Canada reveals what you need to know", MediaCom surveyed these ethnic groups: Chinese, South Asian, Latin/Central/South American, Arab, and Southeast Asian (including Japanese and Korean).

These ethnic groups who now consider Canada as their home are mobile-first consumers. The reason why they’re considered as mobile-first consumers is because these ethnic groups came from countries that moved directly to mobile to access the internet, skipping the broadband internet connection phase.

Visible minorities in Canada reported spending 20% less time watching TV, 12% less time listening to the radio and 42% more time on mobile phones compared to the average Canadian consumer.

First-generation visible minorities reported they are exposed to 13 digital touchpoints (defined as any digital means a consumer interacts with a business) each week; second-generation visible minorities said they are exposed to 12 digital touchpoints each week; and the average Canadian consumers said they’re only exposed to 9 digital touchpoints each week.

Marketing in a Multicultural Society

Here are some takeaways on how to connect with Canada’s culturally diverse consumers and in the process help build your brand’s reputation:

1. Mobile-First Approach

If your company wants to connect with the first-generation and second-generation visible minorities, the right venue is the mobile platform. As mentioned, these visible minorities are mobile-savvy, taking into consideration that they’ve skipped the broadband internet connection phase.

2. Targeted Media Campaigns

As the Canadian marketplace is becoming more and more diverse, it’s important for businesses to balance the need to reach the masses with specific targeting. According to MediaCom, if you want your brand to connect with a particular ethnicity, it’s important to provide content for them in their native language.

Nearly two-thirds of the visible minorities surveyed by MediaCom reported that when brands communicate via advertising using their native language “they feel closer and it makes the brand appear more meaningful”.

3. Diversity in Media Campaigns

“Marketers can serve an ad in a native language, but that is just the first step,” MediaCom said. “They need to create content that accurately represents consumers of different cultural backgrounds. The longer-term goal would be to build culturally meaningful connections with these consumers that celebrates diversity.”

One approach in accurately representing Canada’s diverse cultural backgrounds is by using diverse imagery.

“Businesses and brands have been slow to move with the times as it relates to how they visually market their brand and products,” said Robyn Lange, Curator and photo Editor at Shutterstock. “However, the world is increasingly diverse and multicultural, meaning these businesses need to quickly catch up if they are to continue engaging their customers and growing their business.”

Lange added, “In a time where images and video content dominate our feeds, visual choices are critical considerations as a brand looks to stand out from the crowd and connect with their audience.”

Coca-Cola is an example of a company that promotes diversity and inclusion in its ad campaigns. In the late 1960s, following the Detroit race riots and assassination of Dr. Martin Luther King, Jr., the company came up with an ad that featured African-Americans and whites together – something that the company had never done before.

The ad known simply as “Boys on a Bench” showed an iconic shot of a group of boys – African-Americans and whites – sitting shoulder to shoulder on a segregation bench, with their arms touching across the segregation bar looking relaxed and happy, sharing a lighthearted moment over a Coke.

Companies are beginning to take a stronger stance on diversity and inclusion. For instance, "CoverGirl” launched in late 2016 its diversity and inclusion campaign featuring a Muslim woman wearing a hijab.

A study conducted by Shutterstock and Censuswide showed that UK marketers are increasingly using images that promote diversity and inclusion. Seventy-nine percent of the marketers surveyed by Shutterstock and Censuswide confirmed they are using more images of homosexual couples and 71% are choosing more racially diverse images.

The study showed that marketers are conscious of the need to be more inclusive in the images they choose for ad campaigns, not just for promoting a brand message (30%) but also to better reflect modern-day society (71%).

Nowadays, social media savvy consumers are quick to call out those brands that don’t promote diversity and inclusion in their campaigns. Employees, partners, stakeholders and investors are also becoming less tolerant of homogeneity and are turning to brands that better reflect culturally diverse society.

How Customer Service via Social Media Channels Can Improve Online Reputation

Want to improve your organization’s online reputation? The answer may lie in improving your organization’s customer service via social media channels.

Whether it’s praising a company for a great service, venting frustration about bad service or seeking a response for help for a particular service issue, more and more consumers are turning to social media channels.

A study conducted by Research Now and commissioned by Twitter found that 61% of users surveyed see Twitter as the right environment to discuss customer service queries with brands. Forty percent of companies in the retail industry had recently used the platform for customer service; 33% for travel and 28% for telecoms, according to the study.

In another study focused on telecommunication brands, Twitter in partnership with TNS found that those who had received a response from a brand had almost 3 times higher brand preference than those who hadn’t received a response from a brand. The Twitter study also found that consumers are willing to pay an additional $20 or more to travel with an airline company that responds to their Tweet in less than 6 minutes.

According to Twitter, delivering great customer service via its platform “drives and builds customer loyalty”. The company said that 96% of users who turned to Twitter for customer service and had a friendly experience with a brand would buy from that brand again.

Social Media Servicing vs. Social Media Marketing

A study by J.D. Power showed that consumers see social media channels of businesses as a means to engage in customer service. The study found that 67% of consumers have used a company's social media site to engage in customer service (answering specific consumer questions or resolving problems), compared with 33% for social marketing (brand awareness and affinity).

Speed Matters

A study by the American Express (PDF) found that consumers are increasingly impatient to wait for customer service via phone or in-person (at a retail store, at a restaurant or at a service provider's office).

The American Express study showed that 1 in 5 or 22% of consumers are only willing to wait less than 5 minutes on hold when they contact a customer service center by telephone, while average consumers are willing to a maximum of 13 minutes. In person, consumers are also willing to wait an average of 13 minutes for customer service help. The American Express study also found that over 1 in 5 or 23% of consumers have utilized social media to get a customer service response.

"Social media and social networking are no longer in their infancy. Social media continues to grow rapidly, offering global consumers new and meaningful ways to engage with the people, events and brands that matter to them,” Nielsen and NM Incite said in their Social Media Report. “The recent proliferation of mobile devices and connectivity helped fuel the continued growth of social media.”

The Nielsen and NM Incite report found that 33% of customers prefer to contact brands using social media rather than the telephone.

The Research Now and Twitter study showed that consumers expect brands to respond quickly to their queries. The study found that 24% of users consider speed as the most important attribute for customer service on Twitter, while a quarter agreed that it’s important. Seventy-one of Twitter users expect a brand to respond to their query within an hour of Tweeting, according to the study.

“Twitter is about what’s happening now,” Twitter in the blog post "Customer Service on Twitter and the impact on brands" said. “That means when it comes to customer service, users expect brands to respond quickly.”

The Future of Customer Service: Chatbots

Responding to consumers’ queries on social media channels is time-consuming and needs more manpower. Many of the queries of consumers are also repetitive. To remedy these issues, brands have engaged chatbots. A very simplistic chatbot is the one that answers your call whenever you call a company’s hotline number. Think of the “Press 1 for …. Press 2 for …. Press for…” response.

Chatbots have come a long way. Their capabilities now go beyond simplistic responses. Facebook, for instance, launched in April 2016 the “bots on Messenger” – a platform that allows businesses to deliver automated customer support, from answering commonly asked questions to selling goods and services via Facebook Messenger.

According to Facebook, in just over two months after the launched of the bots on Messenger, over 11,000 chatbots were launched on Messenger and over 23,000 developers have signed up for Wit.ai's Bot Engine – platform offered by Facebook for developers to create customized chatbots.

For example, it’s now easy to request an Uber ride via Uber’s chatbot on the Facebook Messenger platform. There’s no need to open the Uber app. To request an Uber ride, you simply search “Uber” on Messenger, start a conversation, tap the car icon and then you'll be able to see a fare estimate along with your driver's name, vehicle make and model and license plate number.

As of November 2017, Facebook reported that 2 billion messages are sent and received between consumers and businesses each month via Messenger (including both automated and people-initiated) and there are 100,000 monthly active bots on the Messenger platform.

Facebook said 53% of users who message businesses via Messenger say they are more likely to shop with a business they can message. According to telecom company Globe, using a chatbot on Facebook Messenger provides meaningful and efficient customer service. The telecom company said it successfully increased employee productivity by 3.5 times and reduced calls to its hotline by 50%.

Given that Facebook Messenger has a wide reach, developing a chatbot for your company via the Facebook Messenger is worth considering. Your organization’s customized chatbot can create real-time and scalable customer service experience that feels personal for your customers. This modern way of connecting with consumers comes with a price though, including Facebook fees and the cost for the developer who’ll develop your organization’s customized chatbot for Messenger.

How to Use Patient Online Reviews to Benefit Your Healthcare Facility

A few years back, business reputation was earned by word of mouth. Today’s business reputation still relies on word of mouth – just the digital version of it: online reputation.

Once you put up a business, your customers are bound to talk about your products and services. Instead of telling you, your staff or other customers in person, they’ll tell the whole world about your business online – through online reviews.

How Patients View Online Reviews

Online reviews of healthcare practitioners are particularly sought out by patients. Patients are increasingly turning to online reviews about healthcare providers, just like they do for other products and services.

Fifty-nine percent said healthcare provider rating sites are “somewhat” or “very” important, this according to a 2014 study published in the Journal of the American Medical Association.

"Patients are increasingly turning to online physician ratings, just as they have sought ratings for other products and services," researchers said in the article "Public Awareness, Perception, and Use of Online Physician Rating Sites" published in the Journal of the American Medical Association.

For years, the academic community and healthcare providers themselves have dismissed online reviews. But the rise of popularity of online review sites like Yelp has forced the issue of online reviews to the forefront. At the end of 2016, the Yelp platform generated a total of 121 million reviews, 6% of them about health care providers.

"After years of academic debate over the role and value of patient-satisfaction scores and reviews of health care providers, Yelp, the online powerhouse of documenting customer satisfaction, is forcing the issue," Dr. Vivian Lee said in the article "Transparency and Trust – Online Patient Reviews of Physicians" published in the New England Journal of Medicine. “Although this free and familiar platform can generate an impressive volume of feedback data, physicians do not always respond positively to the sudden exposure of sometimes negative reviews."

Other online reviews like Google can’t be dismissed. If someone searches your healthcare facility, for instance, Google reviews appear next to your organization’s listing in Maps and Search.

How to Use Patient Online Reviews to Your Organization’s Advantage

Dismissal of online reviews is a passive reaction. Some healthcare providers, however, take their reactions about negative reviews to the next level – to the point of violating patient-clinician confidentiality.

A California dentist reprimanded a patient who accused him on Yelp of misdiagnosing her. “I looked very closely at your radiographs and it was obvious that you have cavities and gum disease that your other dentist has overlooked. … You can live in a world of denial and simply believe what you want to hear from your other dentist or make an educated and informed decision.”

In Canada, the clinician’s confidentiality duty is both a legal and ethical obligation. Canada has privacy legislation that requires the consent of an individual before his or her personal information can be collected, used or disclosed. The Canadian Medical Association's Code of Ethics, in particular, requires physicians to protect their patients' personal health information.

Instead of dismissing, reacting negatively to online reviews, it pays to be positively pro-active in dealing with online reviews. Here are simple steps to claim and improve your healthcare facility’s online reputation and online reviews:

1. Provide Consistent Contact Details

One of the ways to improve your organization’s online reputation is by providing consistent contact details. Across different online platforms, provide consistent contact details, consisting of your organization’s name, address, phone number and website – collectively known as NAP + W.

By providing consistent contact details across different online platforms, Google can validate the information and include this data in its algorithm – giving your organization’s contact details and your organization’s website better visibility in its search result pages.

There are companies that collect contact details of businesses. Google and Yelp subscribe to these data providers. Google, Yelp and similar organizations also scour the internet for contact details of businesses and then add them to their databases. This explains why your organization’s contact details find their way to Yelp, YellowPages and other sites even if no one in your organization created a listing on these sites.

2. Solicit Reviews

Another way to improve your organization’s online reputation is to solicit reviews. While it’s unethical to solicit good reviews, it’s proper to solicit reviews. It’s an established good practice for businesses to solicit reviews in order to get valuable performance feedback for learning and improving. In the past, companies get feedbacks from customers by asking them to drop their written comments into a suggestion or comment box. 

After every visit to your healthcare facility, send an email to every customer, asking them about their experience. The email soliciting a feedback is similar to the suggestion box. In the email, provide a link to top review site like Yelp for them to share their positive experience. If they’re dissatisfied with the service, provide a link that goes back to you and your staff. Some healthcare providers offer dissatisfied patients another visit at no cost to correct or remedy the situation.

By providing a link to a top review site, your organization increases your positive reviews. And by providing a link to your organization if they’re dissatisfied, negative reviews can be prevented. We don’t live in a perfect world. By inviting your patients to come back to your facility, your organization will have another chance to offer a better service. This also gives your patients an opportunity to voice out their dissatisfaction directly to you and your staff, instead of blasting your organization over the internet.

3. Provide Staff Training about Good Customer Service

Providing top-notched healthcare service isn’t limited to the clinician’s expert hands. Your healthcare facility will be evaluated by your customers, not just based on the skills of clinicians, but also by the service offered by other personnel in your organization – from cleaning personnel to the receptionist. It, therefore, pays to train your staff to do the best they could from cleanliness to being courteous to customers.

Customers won’t hesitate to give your organization positive reviews if they receive top-notched service from clinicians right down to the receptionist.

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