Once a year Edelman, the worlds largest independent Public Relations firm, publishes their global Trust Barometer. This global survey gauges attitudes on the state of Trust in business, government, NGO’s and media across 23 countries.
Way back in early July the Dutch Ministry of Health started their campaign to inform the general public of the vaccination on the Mexican flu. It’s now November and the outbreak is classified as mild. But in the meantime, on the internet, the virus is even more potent than ever.
When the government announced their campaign, they didn’t properly anticipate, or cater for, the amount of questions people would have. And so, as you would expect, with no offical help coming forward, people flocked online to find out whether or not they should get themselves, or their children, vaccinated.
How to pro-actively manage your online reputation…
Recently I was talking to a rather large brand who had just been sold on an Online Reputation monitoring system. They were looking for a solution to start responding to people’s questions online.
The first word that came up in the conversation was ‘web-rep’. These are folks who go online and respond to comments on behalf of the company. But as you get more visibility, more market share of voice, it’s not economical to keep scaling up the number of web reps.
Plus, this is reactive rather than proactive. Instead of passively responding, you need to proactively manage your online reputation. This goes beyond a one-off response from a web rep.
I’m often being asked by friends why I dedicate so much time to writing my blog, maintaining my Linkedin profile, getting Twitter contacts, crafting presentations to publish on the web, commenting on people’s blogs et al.
Hi! I’ve been a B2C/B2B marketer for nearly 20 years: founder & consultant at Storywise, brand director at Commodore, marketing director at MonteVerdi.TV and head of marketing & promotion at EMI Music. Today, I’m a proud husband, father of two & content marketing specialist at ROBIN – the intelligent customer service assistant.