The Importance of Media Monitoring for Businesses

 

As more individuals use social media and post online reviews, online reputation management
is necessary to the success of a business.

 

social media listening

 

 

Corporate America has embraced media monitoring. With the growing popularity of social media, third-party reviews websites, blogs, and other digital platforms, maintaining a solid online reputation is necessary for businesses. Media monitoring provides public feedback on the company, its brand, products, and customers and can help head off any public relations crisis. This could potentially save a company’s reputation online and in the public eye.

 

Clutch, a third-party reviews website for B2B agencies, surveyed 224 digital marketers above the age of 18 and located in the United States. Survey respondents must be employed by a company of more than 100 employees, responsible for day-to-day digital marketing activities, and allocate time and financial resources to online reputation management.

 

So what can we learn from this survey?

1. Digital Marketers Recognize Online Reputation Management as Necessary to Their Business

54% of digital marketers consider ORM “very necessary” to their company’s success. But according to Ryan Goff, chief marketing officer and social media marketing director at MGH, Inc., an integrated marketing communications agency in Maryland, 100% of companies should dedicate their attention to ORM,. “I was shocked to see that only 54% of executives thought that online reputation management was a necessary function of their business,” said Goff. “As someone who’s played in this space for 11 years, I see it as beyond very necessary. I see it as absolutely critical.”

Online reputation management is critical for businesses to maintain a positive brand identity in the eyes of consumers. As more digital marketers understand the value of ORM in growing their business, they choose to devote more time and energy toward monitoring their brand online.

2. Businesses Monitor Their Online Reputation Frequently

More than 40% of digital marketers monitor their companies’ brand daily, while 21% monitor their online reputation every hour. Because online content circulates rapidly, how people perceive brands can change within seconds. For this reason, businesses always should track what’s being said about them online.

A single negative media mention can damage how people perceive their company. Simon Wadsworth, managing partner at Igniyte, an online reputation management agency in the UK, points to negative media content as a reason why brands lose potential customers. “When people search for brands online, they tend to search for stamps of credibility,” said Wadsworth. “If they find anything negative, that could end up being a significant amount of leads that the business won’t get from people who are put off from using the service.”

By frequently monitoring media mentions, companies can avoid the potential loss of a significant amount of new business leads.

3. Businesses Consider Social Media Most Important Platform for Online Reputation Management

Although there is a plethora of outlets that businesses must be aware of when monitoring their brand online, 46% view social media as the most important platform for monitoring online reputation. Social media gives individuals free-reign to post about their experiences and opinions and this freedom limits the control companies have over their brand reputation.

“You can do everything in your power to boost your reputation on standard search engines like Google or Yahoo by building domain names and creating content. Social media, however, is uncontrollable,” said Juda Engelmayer, president and partner of HeraldPR, a full-service public relations and communications agency in New York. “People can tweet whatever they want, or they can go to Yelp or Facebook to post about a bad experience. This can have a huge effect on search engines.”

However, the rise of social media also presents some benefits for businesses. Social media gives companies the opportunity to converse firsthand with customers, according to Shannon Wilkinson, CEO at Reputation Communications, a reputation management agency in New York. “Social media enables companies to participate in conversations about their products, services, and industries. It also enables them to monitor those conversations to ensure they can be a part of them,” Wilkinson said.

With social media, businesses are able to react and respond quickly to consumers’ inquiries or comments, enabling them to take part in a conversation that might not be available on a blog or reviews website.

reputation management

  1. Businesses Must Devote Resources to Online Reputation Management

To mitigate the threat of damaging their brand reputation, businesses must devote resources to ORM as a part of their digital marketing strategy.

  • In-house resources are a preferred option for monitoring online reputation because employees are familiar with their company and can devote time to spreading a positive online brand image at a lower cost to the business.
  • Online reviews sites also are an important resource to collect positive feedback from users who have experienced their product or services. Half of the businesses surveyed (50%) rely on third-party, online reviews sites to monitor their brand reputation.
  • Social listening tools, many of which are free, are another way for businesses to monitor their online brand reputation. Tools such as Google AlertsReputology, and Yextcan be set up easily and at no cost to businesses that simply are looking for a tool that will notify them when their brand is featured negatively online.
  • Businesses derive the most value from allocating resources to ORM when they work with a professional agency, according to Andy Beal, the “Original Online Reputation Expert” at Reputation Refinery, a boutique online reputation management firm in North Carolina. “It comes down to expertise. External agencies are experts in knowing where to look, helping you understand who your influencers are, which channels to focus on, what keywords to monitor, and what types of sentiment to look for,” Beal said.

 

 

About Us:

We have been mining social media since 2007 for our clients. By utilizing best in class software programs, we offer a service called eChatter.

eChatter works with you to obtain your objectives in a fast, accurate and reliable facet. By keeping our strengthened principals, yet evolving with this industry, we lead in social media monitoring. Since 2007, we have been dedicated to providing our customers with the most authentic data.

 

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Corporate Use of Open Source Intelligence

Corporate responsibility and risk management for any corporation goes well beyond what happens within the walls of everyday business. A very overlooked practice for companies of all sizes is digital research on their unique business and industry. With the rise of user generated content and social media, reputation management takes on an entirely new level in 2018.  In comes OSINT, or, Open Source Intelligence (the collection and analysis of publicly available data in an intelligence context).

Frank Figliuzzi, Chief Operating Officer of ETS Risk Management, Inc., which consults with global clients on intelligence analysis, insider threat, and investigations puts it this way:

 

“Increasingly, security leaders systematically incorporate OSINT analysis from proven experts not only to get results, but because it is has become the new professional standard in the industry.”

 

Of course with the EU Privacy law in effect, hiring an expert in this area is key to be sure your firm is in compliance.  With the digital universe doubling in size every two years, the time is now to be sure your business has a plan in place. Archiving and preserving  your own online data may be beneficial down the road as well. Lawsuits pop up all the time, and having this data collection secured may help your case. In fact, many corporate attorneys are now insisting on this type of data capture for their clients.

 

Pew Research updated the stats on the U.S. consumption of social media sites online or on their cellphone. 

 

Pew Research and OSINT

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Fired for Posting on Social Media

When posting to any social media platform, it might help to think of all of it as potentially public. Remember that anyone can take a screenshot or copy and pass on your post without your knowledge.

 

There’s something about social media that enables users to say or do anything and think they can get away with it. Is it the fact that they are hiding behind a screen? Or maybe they are pretending to have an alter ego?

In the age of social media there’s a phenomenon that sees users across the world, broadcast messages to the masses that they might not actually say aloud. Whatever the reason, negative or inappropriate social media posts can have severe implications on your career and even your life.

Here are some examples of what not to do on Social Media if you want to keep your job.

1. Complaining about your Job

It seems like a no-brainer. If you complain about your job or make a derogatory or racist remark on social media, someone at your company is going to hear about it. It’s inevitable. Even if you delete it after the fact, the damage has already been done.
After securing a job at a pizza restaurant, Texas teenager Cella took to Twitter so her friends could know how much she dreaded her upcoming first day, calling it a “f*** a** job.” Her friends may have found it funny, but her new boss certainly didn’t. He replied to her on Twitter that she didn’t need to bother showing up; firing her before she even stepped a foot into her new place of employment. Ouch.

2. Political Opinions and Racist Remarks

Radical political opinions can get you in trouble no matter who you are, but when you vow to never follow orders from your Commander and Chief, and you happen to be a Sergeant, it can get you in real trouble. Former Marine Sgt. Gary Stein voiced his opinion on both the country and Obama in a highly negative Facebook post. This ended with a dishonorable discharge and some pretty huge life changes as he watched his career go down the drain.

Drawing all over your passed-out friends and posting the picture to social media is nothing new – but it becomes distasteful when you add a Nazi theme, swastikas and anti-Semitic words to your “art”. Caitlin Davis, a cheerleader for the New England Patriots, drew several symbols on an unconscious party-goer. When the photo found its way onto Facebook, fans and random viewers alike were understandably outraged – encouraging the Patriots to do the patriotic thing and fire Caitlin Davis.

3. On the Job Antics

One hospital in Wiltshire, England, didn’t share the sense of humor displayed by its employees when they took a few seconds out of their workday to lie down in strange places around their workplace, tagging it “The Lying Down on the Job Game.” When a few hospital employees decided to play along, they posted pictures of themselves lying around the hospital on the floor or even on the helipad. The higher ups decided if they had that much time on their hands, why not have more? They were all fired.

social media background checks

 

4. Involving Children

Daycare workers are bound to have bad days, and sometimes a large group of kids can wear your nerves thin. But this caretaker took it too far. Not only did they make an offhanded Facebook post complaining about their job, but they went as far as posting photographs of the children along with snide comments, which actually reached one child’s mother. Following this, the child’s mother immediately made justified complaints to the daycare, ensuring the employee was fired.

5. Criticizing Leaders

Elizabeth Lauten, communications director for the Republican Representative of Tennessee, apparently forgot the value of positive communication. Lauten criticized Obama’s two daughters by posting this on Facebook: “I get you’re both in those awful teen years, but you’re part of the First Family, try showing a little class”. She also criticized the morals of the President and First Lady, and ended her post with a final suggestion to “Act like being in the White House matters to you. Dress like you deserve respect, not a spot at a bar.” Her boss had a suggestion for her as well – apologize and then resign, which she did.

If you feel strongly about maintaining a social media presence and want to continue to voice your opinion, make sure that only the people you want seeing your posts are seeing them. Double check your privacy settings so only friends can see your Timeline. And pay attention to who you add as a friend.

A case study in Harvard Business Review pointed out that your privacy settings are null and void if you’ve friended your boss or your clients – both types of people could be offended by a political opinion or joke. Always think before you post.

Social media is part of your personal brand so you need to remember to keep it somewhat professional at all times. This doesn’t mean that you can’t have fun with your friends or vent from time to time but try to remember that nothing online is ever truly private.

 

 

 

Hiring? Why Your Company’s Social Media Presence is Important

 

 

social-hiring-tips

 

There’s been so much focus on individual social media profiles and the importance of making sure your social identity presents your “best self” when searching for a new job, yet there’s been very little talk of a company making sure their social identity is secure before advertising that they’re hiring.

Social hiring is taking off, and it’s important for companies to be just as aware as job seekers when it comes to social media reputation.

What is social hiring?

Essentially, this is recruiting and identifying potential job candidates through social media sites, namely LinkedIn and the like. It now extends beyond LinkedIn to Facebook and even Twitter. At first glance, you would think this is pretty simplistic – companies posting job openings on these sites, or reaching out to those on LinkedIn, for example, who indicate they are seeking new employment and might be a good fit for your company.

But it’s much more than that.

Just like a job candidate, it’s important for companies to have a positive social media reputation in order to attract new hires. One aspect that is overlooked is creating a sense that the company is a great place to work. While overlooked, it is becoming increasingly important.
Research shows that 65% of survey respondents would consider a job opportunity if it came from a personal connection, and more and more people expect to better understand a company’s culture before applying for a job. If done correctly, companies can easily recruit new hires that will be a good fit.

So, what does a company need to keep in mind when creating its social media presence, especially with regard to hiring?

Keep tabs on social media reputation. This is just as important for recruiting new hires as it is for monitoring customer satisfaction. A continued social media monitoring program will give your company insight into what prospective employees may see if they are doing research – a quick Google search may show positive (or negative) customers reviews, or they may be directed to an employee driven review site such as Glassdoor.

Take a close look at your social media sites. If you were a stranger reading through Tweets or the company’s Facebook timeline, does it seem like a company you would want to work for? How is the consumer engagement – vibrant and active, or sparse (or worse, nonexistent)?

Let others see what happens behind the scenes. Creating a “talent brand” for your company will give potential employees a chance to get a sneak peek into what it’s like to be an employee. It will have the added benefit of letting your customers see “behind the curtain” as well. What does this mean? Simply put, allow your employees to create content to post to their social sites that highlights their employment – let them show off what they do best, what they like about their work, and what they like about the company in general. Professionally, encourage them to join LinkedIn groups and showcase their talent through participation. Encourage them to engage with the company’s social sites to create a sense of cohesion and enjoyment in the workplace. Any content deigned to showcase the company culture will help boost customer satisfaction and allow potential employees to want to work there.

Just like companies engaging in social media monitoring to find out more about potential job candidates, individuals are doing the same research on companies. Make it easier for people to decide they are a good fit for your company by providing a strong social media presence that is culture focused – it can make the job search easier when it’s time to recruit. The right social media presence can make it easier on both ends, thus potentially making the hiring process more efficient on both ends of the search.