You are being watched. You’re being heard of. You’re being searched–that is, online. In one of our 152 class discussions, we talked about managing online reputation and the importance of listening. Sir Barry pointed out that we need to know how other people ACTUALLY think about us. These perceptions are affected not just by the words we say, how we act and behave, but also what they get to know about us online. Sir Barry shared three points on managing online reputation (not just personal online reputation, but also online corporate reputation). These are listening, analyzing, and engaging. We need to know what people actually tell about us, and incorporate those feedback in our efforts to better improve our organization. Listening also helps in keeping an eye on how our competitors are doing. We need to analyze where these people are coming from, and engage them–personally contact them, explain things to them, thank them for being part of the organization’s growth, and a lot more creative ways.
Khris Marc Ronquillo, in his article, Tell Your Story Well published as part of the July 2010 Entrepreneur magazine, shared some worth-considering points from an interview with Brad Geiser of GeiserMaclang Marketing Communications, Inc:
It Starts with Reputation
People want to hear a good story. We can use this as we build our organization’s reputation–make stories that relate our brand with the daily, cherished experiences of the community. It has to be relevant to events that people view as important to them–moments with loved ones, milestones in their lives, and countless more memorable experiences. Our organization has to make the community feel that it has been there along; it has belonged to them for long. Geiser also noted that our story has to be “shareable”–something people would want to talk about with their friends, and with anyone else. According to him, this would help people be aware of our brand and enable us to win their favor and earn the benefit of the doubt in case we fail.
Know Thy Business
We have to know what we are about as an organization and whom we want to reach out to and form a relationship with. This way, determining what message to send becomes a lot easier–and more effective. People demand authenticity, and we can be authentic only we know who we are and what we’re about.
Train and Learn
It’s not enough to have to have the right message. We need to know how to communicate it the best way, so that it would reach the target market efficiently and create the desired impact. We need to know our tool, which is strategically NSM, and be really good at it. We must learn who our target market are, and how to best reach them. We should be competent in our industry and be updated about the trends and stay above our competitors.
Well, the bottomline is simply this: be ourselves and shape up. Unlike the time when valuable insights and life-changing revelations have to be written in papyrus with the use of ink and were very difficult to preserve for future generations, our works–specifically our online works–will last forever. When people see and feel that we are credible enough not just because we are updated with what’s currently happening but also because we speak and act genuinely, then that’s when we become indispensable.