Keep an eye out! Regularly check all review sites and customer feedbacks..

Online reputation management (ORM) is about improving or restoring  your brand’s good standing. This is done  by countering, weakening or eliminating the negative material found in the Internet – defeating it with more positive material to improving your credibility and customers’ trust in you. Below is an example of a company which had a nightmare on social media.

“United Breaks Guitars” documents the incredible viral power of social media, analysing the reach and impact of a clever customer complaint music video produced by Canadian musician Dave Carroll when his attempts to recoup the value of his guitar (broken in transit) are stonewalled for over a year by United Airlines. Posted on YouTube on July 6, 2009, the video was tweeted by Carroll’s friends, posted on social news sites, shared with Facebook friends, and picked up by bloggers. From there it was a quick hop to the mainstream media; by the end of July, the video had been viewed 4.6 million times, with external references expanding that audience by many more millions. ( HBS Working Knowledge)

The case depicts a new media era in which increasing numbers of people are spending as much time online as they are in front of the television and where one person can get the attention of a multibillion-dollar corporation and its customers with a music video produced for $150. ( HBS Working Knowledge)

United maintains a presence on Twitter and picked up a tweet about the video less than a day after it was posted. “This has struck a chord w/us and we’ve contacted him directly to make it right,” United tweeted on July 7. It offered $1,200 to replace the guitar and $1,200 in flight vouchers; when Carroll asked that his compensation be given to another, similarly affected customer, United chose instead to donate $3,000 to a music school. Throughout the fracas, United used Twitter as its communication channel, answering critical tweets that it should have responded sooner with “Absolutely right, and 4 that (among other things), we are v. sorry and are making it right. Plan 2 use video in training .”As powerful as these viral incidents may be that the moment can fade fairly quickly. Even so, an organization needs to be aware of how best to present itself in this new environment and respond to potential parodies of its brand. It’s a transparent world, This is an environment in which you simply have to be what you say you are. You can’t hope to project an idealized version of the truth. ( HBS Working Knowledge)

The old rules of marketing and advertising still apply, too: “The genius is not in the choice of medium: in the simple idea of using social media to fight social media, It’s in the quality of the idea.When all is said and done, “United Breaks Guitars” is a funny video with a catchy tune (in fact, Carroll credits it with “breaking” his music career). Sounds a lot like an old-fashioned television commercial, doesn’t it? ( HBS Working Knowledge)

Their mistakes and what they should have done…

Back in 2009, all posts were removed and their walls was wiped clean despite it being an unofficial page of the United Airline Company. During that time the Unofficial page of the United Airlines was having around 9000 fans on it. If only had the United Airlines takes 5 minutes to create a Facebook page and if they could interacted with their Facebook fans and reduce the impact of the big crisis.

This failure to interact with the viewers , fans and flyers only aggravated the situation and made a huge loss for the company. Also not that the online United Airlines Press room was silent on the issue and this was one of the main unprofessional factor which was shown by the United Airlines and thus losing another opportunity to appease the growing online anger.

A Bands first step when faced with an online crisis should always be an immediate response to the situation and try to solve the case as soon as possible. Diffusing the situation early can keep it from getting out of control  and into mainstream media. Within 9 months , United Airlines could have responded  to Dave and addressed his problems. After responding to the problem directly , the brand should have addressed it through all available channels. The Company should not assume that because the situation is happening due to an action on network , that it isn’t being discussed elsewhere on the web. Negative content is prone to be viral.

User generated content is going to be powerful . So keep an eye on it. The consumer no longer thrives on press releases for information’s  about the brand. At least 88% of the consumers rely on WOM , and marketers agencies are not only ones who can develop and execute effective messaging.

How can we tackle this online beast:

Somebody out there must be talking about your brand at a given point of time and the point is are they talking food o bad about the company. Today with the proliferation of networking sites, forums, blogs, chat rooms etc , opinions are easily shared the buzz builds and spreads rapidly. In such a scenario , where your brand is knowing to people who do not even belong to your Target group, you need to ensure that your brand is well projected in terms of its reputation .Managing your reputation online helps you position your brand in a better way which means ORM today is needed more that of the earlier days.

Business Strategy in this case is real time customer feedback, better customer aligned decisions and better crisis management . Communication and brand strategy is that the customer understand is critical in all cases, better application of consumer understanding and strong creative strategies built on consumer understanding.

Some of the main tools for monitoring are as follows:

  • Google and Yahoo alerts:

Receive mail every time when someone mentions your brand . Set keywords searches  and receives RSS feeds.

  • Social mention:

Tracks blogs, comments, Tweets, mainstreams news and images

  • Radian 6:

Slices and dices data . Monitoring social media with integrated workflow , alerts , sentiment tracking etc.

  • Hoot suite:

Enables you to manage ,multiple accounts across twitter, Facebook , LinkedIn, Word press etc. It allows you to deploy timed updates , monitor social buzz.

  • Technorati:

Largest blog search engine directories.

  • Reputation defender:

Reputation defender protects and helps you keep track of your brand with its robust features such as My Edge.

Work cited:

JULIA HANNAH. “United Breaks Guitars.” HBS Working Knowledge. N.p., 29 Nov. 2010. Web. 20 July 2016.


My name is Vishnu Gauridas. I am a  4 year Bachelor In Hotel Management Graduate from Oriental School Of Hotel Management. I completed my 6 months Industrial Training  from  Crowne Plaza Hotel Bangalore . I did my training in  Front Office, Food and Beverage , House keeping and Food Production and I got an opportunity to handle the Club Lounge alone for 2 months and I got an appreciation letter from the manager for maintaining high guest satisfaction  throughout that period. I got placed as Front Office Operations Assistant in Oberio Hotels during my final year. Well, thinking about my future i want to work in one of the best MNC’s in corporate level and i need to gain more knowledge regarding the industry and i need to start my own business.

What Makes a Good Blog Post?

BLOG written on  old typewriter

A well written web log is a beautiful thing to read. When I hit upon a blog with great piece of penning, I can spend 4 senses of hour digging into the archives, laughing, getting to know a writer .Because a great blog writer, in the end, is someone you want to be champion with. It’s someone interesting, someone who can tell a level and postponement a great conversation and be fantastic company. Great blog committal to piece of committal to authorship is hard for find, but it will be out there, and it can be done easily. Blog writing: A new form Blog writing International Relations and Security Network’s the same as writing fiction, or journalism, or magazine writing. There are law of similarity, of course, but blog writing is a literary form in itself. The difference between blog writing and other kind of writing lies in the hearing. Unlike other similar forms of writing, such as the op-male dysfunction editorial, magazine writing and the like, blog writing is intensely close to the consultation. You’re writing for an audience who will scuttlebutt on the post mere 6 senses of minute after you pressing “publish”. They will argue with you, praise you, become your friends. They’ll write their posts or adds by commenting on and analysing  your writing. It’s because of this fundamental interaction and proximity to your reviewer that a blogger is exposed to the creation , that it becomes immensely personal even if you don’t write any personal at all, you’re vulnerable. Blog writing comes in many forms, of course.

Every blogger who has his own sound . Writing comes from somewhere interior you, it’s a musical composition of you. If you try to avoid yourself, try to avoid yourself from your committal to writing , it will be dry and not a bit oil production . I don’t advise it. Put option yourself into your writing.. Speak to the proof-reader and let the sound speaks . Read that last condemnation again, because it’s cay : speak to the proof-reader . Write as if you’re public lecturing to them. Sure, they’re not lecture backbone , but only for the moment. Soon they will talk as if you’ve got their spike , and as if they’re listening but just chomping at the bit, wait for their opportunity to respond. Write conversation ally. As we each have our own way of speech production , conversationally will be different for each individual. Do not River’t be afraid to use a little slang expression , if that’s the way you talk. Don’t overdo it, of course, but a little bit of non-touchstone English can minimal brain dysfunction colouration . Don’t be afraid to use the phrasal idiom you normally use in conversation. Blog, or Web log, are online journals that are update d frequently, sometimes even daily.

An update, (also called an accounting launching or a post) is usually quite short, perhaps just a few sentences and readers can always review to an entry online. Those who write blog are commonly called bloggers. Bloggers, call themselves and their blogs the blog’o’sphere. Blog adds are a great way to keep everyone in a mob abreast of the latest family news without running up the sound invoice — you can simply read binding over important update to breakthrough out the latest news. Many blogs are being used to server photographs, and their chronological structure can be a great way to keep data track of a sister’s growth, a trip, or the cognitive operation of planning a wedding. Professional writer often look down on bloggers, because their informal online penning rarely benefits from the good editors. Blogs are known for their casual writing and unpredictable study material, but the best blogs have proven that — regardless of punctuation and spelling — even “tyro ” author can be entertaining enough to attract a broad audience.

Bloggers with an especially engaging content, such as chronicling a stumble around the world, have the advantage of inherently interesting fabric , but even mundane cloth can attract an audience if you have an engaging dash and voice.

Here are three guiding principles to penning a successful blog:

Develop a writing style and tone appropriate to your subject material.

Post often, even if your place are short.

Allow your readers to gossip on your posts.

Develop a piece of composition manner and part A great site blueprint and technical foul gimmicks are no replacement for developing an interesting, readable way of writing. Most of us do not practice much personal writing in our daily life or even keep a daily diary. Writing things about yourself is never easy, and you may breakthrough yourself freeze up in front of the computer or becoming stilted and unnecessarily verbose. Here are a few suggestions you can use to develop your own voice and style for your web log. First, remember that a blog is a conversation. Try to write the way you speak. Avoid jargon and don’t over utilize the thesaurus. It may be helpful to speak your entry out loud before you try to type or to read it aloud when you’ve written it. If you find yourself struggling as you read aloud or oral presentation unnaturally, believe of what you might have said if you were talking rather than writing. Second, write your blog with a specific champion or fellowship member in mind. Cerebration of someone you know well and who wants to read your blog will help you improve and relax your writing style. That’s why it’s become popular for many people to get-go personal journal entry with Dear Diary. The goal is to get your writing to sound more like you and less like a lofty essay.

Always consider your audience. If your web log attracts a wider audience, you may want to create references or gloss to help new referee follow along. Finally, before you outset web logging, spend some time visiting other web logs that are exact of the one you’re thinking of starting. Read one or two for a few weeks and salary attending to 12 senses of thing like the distance of Post, frequency, writing style, and topic fabric. You can get some great ideas for your own blog by noting what you discovery interesting and compelling in other the great unwashed ‘s web log . The blog that attract the most subscribers are the ones with frequent updates. If you start a blog, spend some time working on it every day. If you are going to be a blogger, you have to blog! It proceeds field for most of us to write, even conversationally, every day. If you breakthrough yourself dreading poster to your blog, maybe a blog isn’t for you. As you go about your day, keep the blog in the cover of your mind. You may even want to carry a notebook where you can jot down monitor for theme you want to blog about later. Don’t be afraid to write about everyday activity — parking just the ticket and car repairs — but don’t negligence to talk about what you’re thinking and feeling. All these areas will make it possible for you to update frequently.

Having a co-web logger can take some of the pressure sensation off, especially if all sources contribute regularly. If you’re going to work with several beings on one web log, talk over how often you expect each other to post so that you can keep some focus and coherence to your web log . If you will be updating your blog on a weekly , biweekly, or monthly footing , try to be consistent about when you minimal brain damage new place so that your lecturer know when to haul up. For example, you may choose to update your site every Sunday evening. Invite reviews, An important aspect of blog is that they feature article the written material of the blogger as well as the gossip of referee. When you visit a blog, you often find a commentary link under the school text of each blog posting. Clicking that link enables you to read input from other citizenry and submit your own. Usually blogger works on  their own input in the adds on their site, but sometimes one who add a reply in the comment part because it’s a more direct way to computer address someone else’s comment. Not all blogger choose to implement the comment feature, but if you want to develop a dialogue with your consultation, gossip are the best way to do so. The comment feature is an easy way to involve your consultation and get valuable feedback about what you’re doing with your blog. If you do decide to allow input on your blog, be sure to keep an optic on them. The comment features make it possible for anyone to add comments to your blog and you may not like what they have to say all the time. For example a spammer sometimes take advantage of inattentive bloggers to do some merchandising that you may not want on your blog. All good blogging software program makes it easy for the author to remove comments.