Brand building 2.0

October 29, 2009

scolding grandma

“If you don’t have anything nice to say, don’t say anything at all.”

Unfortunately, our mothers’ wise advice may not always apply to Web 2.0. Bear with me as I explain. Like never before, cyberspace has stirred up an open dialogue for anyone and everyone to join and participate. If your organization’s blog or personal blog has experienced negative comments, chances are you have a wonderful opportunity to build your brand image.

In a recent brainstorming sesh with creator and editor, Mindy Lockard, we talked about building a professional brand online. We discussed the value of creating a PR plan, as well as a core message to refer to in every business decision. Negative blog remarks are an opportunity to engage with the public, talk with them and act in a way that reflects well on behalf of your organization.

Here are five steps to build your brand in the event of a negative comment:

1. Plan: Planning is crucial to effective crisis communication. Think about how your organization would handle a customer who responds negatively on your blog. What will you say? What will you avoid saying?

2.  Listen: Don’t jump to conclusions. Listen to what the person says and listen to what others say. Are others in agreement?

3.  Evaluate: Is he or she approachable or hostile? Evaluate the situation from as many perspectives as possible.
4.  Engage:  Converse with the person in a timely manner. Don’t wait too long and don’t act too quickly.

5.  Follow up, patch up and evaluate: When your company’s reputation is on the line, follow-up is key to patching up any blunders. Lastly, evaluate the process and prepare for next time!


2 Responses to “Brand building 2.0”

  1. Bil Says:

    I think these tips carry over to real life as well. If we follow these tips in life (online or off) I think we’ll not only have a stronger brand but a happier life.

    Thanks Sarah!


    • Sarah Lilly Says:

      Thanks for your feedback Bill! You are absolutely correct! We can use these tips in any aspect of our profession and life.
      Come back soon!

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