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.
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.
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.