Business Analysis, Information Technology, Product Development, Social business, Social Technologies, User Experience

A recent report on social media by ACSI, American Customer Satisfaction Index puts Facebook behind other social networks such as Google+ and Pinterest on user satisfaction. Yes, going social is not enough anymore, nor is creating a Facebook page for your business, tweeting on a regular basis or having a LinkedIn profile. Successful businesses are no longer just about being active on social media, and collecting analytics on engagement and influence. Time has come to move beyond the fads and integrate your brand and reputation management activities to deliver congruent and unified experiences to customers and users. In this post, we will have a look at the various channels available for businesses and how these can be leveraged to successfully manage reputation in an increasingly competitive market.

1. ORM is not just managing ‘Online’ reputation

There are many different ways in which you can reach out to your customers and users. The evolution of the various channels and media can be considered as a continuum over the past decades or even centuries. From the times businesses have been used to traditional channels like print and word of mouth to today’s social media, communication and reputation/brand management channels championed the cause of businesses. Texavi created a framework that traces the various channels and also maps how easy or hard it is to implement each of these channels. The infographic given below provide a perspective on various channels such as traditional, digital, web, mobile and social platforms that contribute to the organisation’s reputation.

Texavi's ORM model - evolution and ease of implementation

 

2. All channels are not the same

All channels don’t have the same flavour and they don’t behave in the same way. They vary in the way they are created, maintained and delivered through. For instance the traditional channels such as the print media might require initial installation and setup. On the other hand, the social channels such as social media networks like Facebook, Twitter accounts etc., need to be created, connected and integrated. These media differ on various aspects, each having its own set of characteristics and behaving in its own way. However, the real trick lies in how well you identify the right channels for your business and use them smartly. The following sections will help you in selecting this so that you will succeed at managing your organisation’s reputation.

3. Mix and match the channels for balance

Relying only on one channel at the expense of the other will only give negative results. That is why businesses need to focus on choosing the right mix of the channels and resources to manage their brand and reputation in a holistic manner. The above infographic also charts the evolution of these various channels/media and the ease of their implementation. Success in managing reputation in today’s world lies in identifying and using all the possible channels, based on the organisation’s expectations and experience. Also, note from the above infographic that the ease or difficulty in implementation could vary depending on industry, product, market dynamics and the specific organisation which is implementing it.

4. Get to know the critical factors

While some channels say, the print media could take longer time to implement whereas its comparatively quicker to create some others like web sites. Besides, other factors such as cost, resources required etc., could vary from one channel to another. You need to compare and contrast these various factors across the channels. I give below a list of some key factors that must be considered before you take any decision:

  • Cost of implementation
  • Speed of implementation
  • Manpower required
  • Materials and physical resources
The following framework provides maps the various channels on the cost vs. speed of implementation. You can see that there is a tradeoff and it is wise to choose the right channel(s) suitable for your industry, products and customers.

Cost vs. Speed of implementation - Texavi's ORM 4Q model

 5. Don’t go by fads and trends

Just because everyone has a Facebook page, you don’t have to create one, unless your business really need one. Following latest fads will only leads you into frustration and confusion, as you don’t see the expected results coming out of them. Before adopting and implementing a programme, it is important that you carefully consider the past experiences, resources available and the expectations of your organisation. Also, keep in mind the critical factors like cost and time for the implementation of the selected channels. For an integrated, well-oiled reputation management initiative, I suggest that you should aim for a perfect balance by choosing the best among the available channels and media and using them in a unified manner.

Hope these tips help you in getting it right with your ORM initiatives. Please drop in your feedback and inputs for making our blog better. Until the next post, ciao!