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Article Archive by Ryan Faria

September 18 2009

Reputation Management through Social Media

by Ryan Faria

Have you ever had a bad experience at a store?  Did you tell a friend or friends about that experience?  What if all these experiences could be used to help businesses improve their image and the way they interact with customers?

Social media platforms such as Twitter allow users to unite and express their joys and frustrations with certain products or services.  This mass sharing of information among Tweeters (those who post updates to Twitter) can at times be overwhelming for advertisers to keep up with.   However, managing and maintaining your presence within social media outlets is now becoming a crucial part of every marketing strategy.

People who post negative comments simply want to share their experience.  These customers want to vent their frustration and disappointment directly at the source. So the question remains; how do you respond to negative comments within social media? 

Sharyn Lauby of Mashable, the Social Media Guide says “No matter how proactive you are, customers will start to question your organization when they see problems. And, whenever there is an information-void, those customers will tend to fill in the gaps with their own thoughts on what the cause may be. That’s why it is important to respond to issues quickly, even if the message is just, “we’re looking into it.” 

While responding with ‘We’re looking into it’ may temporarily pacify an upset customer; it is suggested that the communication be courteous, understanding and apologetic.  Social media is a powerful tool that can easily be used to a company’s advantage.  The worst possible thing any business can do, is to ignore problems, especially when technology moves as fast as it does.

September 8 2009

Are Your Ads Making An Impression On Searchers?

by Ryan Faria

Late last week, I was asked by a client ‘How many searchers are actually seeing my ads?’  This is the eternal question advertisers have asked for years; the Google AdWords impression share report makes it possible to actually measure impressions within cost per click campaigns.

Not only does the impression share report give you data on the amount of impressions you have lost according to your rank, but also impressions lost due to budgetary constraints.  Impression share reports are useful for determining which campaign budgets should be increased to accommodate a larger amount of impressions.  More importantly, comparing impression share to your average position will give you an idea as to which keywords bids need to be increased.  A high average position will greatly lead to a lower impression share, as searchers are not able to find your ad.

Google’s impression share report can be accessed within the report section of an AdWords account.  This simple report can help you maximize your Google AdWords campaigns to their fullest potential.  Remember, impressions and clicks go hand in hand, don’t miss out on traffic.

July 23 2009

Can Social Media Improve Customer Service?

by Ryan Faria

It seems everywhere you go, people are talking about Facebook, Twitter and MySpace.  Many companies have created profiles on these various social media networks, but very few know how to use these platforms to their advantage. 

One way for a company to take advantage of social media is to listen to the feedback they are receiving from their friends, fans and followers.  It is very important to monitor your page, but not hide or delete unfavorable posts.  Internet users are savvy and can tell a page is being censored if every post is a glowing review. By allowing customers to post their experiences, either good or bad, it allows other customers to see how your company handles unfavorable situations and ultimately can fortify relationships with loyal consumers.

Companies should always be honest about a bad experience and immediately claim responsibility.  Liana Evans of Search Engine Watch says, ‘Being humble, accepting the bad, and saying “I’m sorry” when bad things happen to your customers are some of the best actions companies can take when dealing with potentially negative situations in social media.’

By reviewing the posts made on your profile, not only can you protect your reputation, but you can also use these critiques to learn about areas of needed improvement.  Many companies may not even be aware that certain policies or services related experiences need attention.

Let’s face it, when it comes to running a business, the occasional bad experience is inevitable, but it’s how the situation is handled that can make all the difference.  Social media platforms are an extremely popular way for customers to unite and share information.  By habitually posting new information and responses to your social media profile or page, you can keep your followers updated and renew confidence in your brand.

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