Going Social

The impact of social media on today’s Web is unmatched; dare I say, even by search. When it comes to “going social” with our websites and business there are as many benefits as there are drawbacks, however. Along with the multitude of brand advocates you will acquire, you are sure to encounter more than a few, very vocal detractors along the way — such is business on the Web. What’s more, the social Web moves fast — much faster than any one person can keep up with.Enter reputation management, a practice that has not gone unnoticed by businesses both large and small.

A business and personal reputation is measured by your consumers’ perception of the brand’s products and services. However, so much focus is spent looking inward that we often miss all the activity going on elsewhere — the origin of many, if not most opportunities and threats. As such, using reputation management solutions and services that accurately and affordably help manage brand equity and awareness is a wise investment.

Online reputation management software is the new must-have solution, and businesses are buying in. The Marchex Reputation Management platform was named a finalist in the American Business Awards’ New Product or Service of the Year category, for one. SuperMedia’s SuperPages will make available the Yext reputation management tool to its advertisers over the next few months. These are just two examples of noteworthy happenings in the reputation management space, among dozens of other perfectly suitable vendors clamoring for your attention.

Reputation Management in Reverse
It’s time to rethink reputation management solutions as they have been offered in the past. Ask yourself: How closely am I looking at my competition’s reputation? The likelihood that it’s only in a cursory fashion is quite good.

Identifying the companies you are actively competing against should be the first step, but there are several others. Here are a few to help you rethink reputation management. Keep in mind that while you can set up an ad-hoc solution on your own, commercial reputation management and monitoring solutions provide the deepest insight.

Track: To locate competitors, head straight to the search engines; enter search terms representative of your business and make notes of those vendors found most often, and their corresponding websites and social media properties. Spend time noting not just the website URL, but the company name and the names of their products and employees, too (take a detour to LinkedIn to find them). Once the list is complete, make those search terms and phrases the ones to track.

Follow: Should the competition already have an established audience on social media, most of the legwork is already done. For example, follow some of the competition’s followers on Twitter, taking note of those accounts. Then, after a week or so,check to see if any of those individuals have followed you back. If so, send a direct message announcing who you are, why you chose to follow them, and your intentions. It is not an uncommon practice for heavy social media users of Twitter to set up an autoresponder to greet and reply to a new follower — another opportunity to communicate with a new prospect.

Active Social Marketing in Practice: Let’s say your restaurant and a neighborhood competitor share Twitter followers. If you notice on Twitter that a group of fans was meeting for lunch at the competitor’s place, consider sending that group a note (perhaps with a coupon included) inviting them to your restaurant. You will need to constantly monitor the real-time universe for reaction but good opportunities are present.

Engage: Posting user-generated content online today is easier than ever. Within seconds, customers can post reviews, kudos, comments and complaints directly from their mobile devices and applications to any number of sites. Since most content is consumed right away, it makes sense to constantly interact with your existing audience and look to expand your social network when opportunities present themselves. Myriad social tools online offer the ability to interact with followers and competitors. Using them means gaining valuable insights about the competing business and provides a chance to make informed choices when it comes to developing strategies to increase market share. Engaging consumers in context, based on their current feelings or interactions with your brand is the only way to build mind share and loyal customers, so watch intently and tread carefully.

Monitor: Once you identify the competition, follow their core audience and engage them them, it’s time to monitor the reaction. Most reputation management services provide sentiment analysis to provide insights into the mood and tone of comments and conversations you have successfully stirred up. The final step? Repeat the process. Track new competitors and their followers, engaging that audience frequently and building your social network with one competitor’s downfall after the next. Whether you have brand equity and brand awareness or not, it has been proven time and again that knowing what customers and prospects are saying and feeling about your business is of importance — the same holds true for what is being said about the competition.

Social Networking Security

Social networking services are used by 95% of managers and workers. And, because they use these tools to communicate so frequently, it’s important to consistently revisit the security features, functions, and fallout associated with social sites.
Social Web Site Security Tips
By now you know the routine: Every time you join a new online service or social networking site, you are asked to provide personal data that could include everything from your birth date to your first pet’s name to your job history. As much as you may want to present your true self in the virtual community, you should always take steps to protect your identity and reputation on the Web. Spammers and cybercriminals love to mine social based sites, so consider the following tips when you set up, use, and modify your online profile.
-Be aware of the personal info you post in public areas, such as About Me and Profile sections, and keep it separate from the security questions you establish for accessing your account in the event that you forget your password; others can glean answers to security questions from information you post, potentially providing them access to your account.
-Read messages carefully, whether you're logged in to your personal or corporate social networking profile; spammers may try to send you messages disguised using a friend’s or colleague’s name.
-If you are a manager for a company of significant size, outline an employee security policy for social site use during work hours.
-Read and frequently check a site's privacy settings so you can make changes to your account as necessary; for instance, some of your previously private info could show up on your Facebook profile.
-Adhere to the "rule of permanence": Act as if everything you put online stays there forever (in reality,your data sticks around longer than you might think, even if you deactivate your accounts).
-Don't feel obliged to constantly "check in" with geographic locations or tweet your Foursquare locale on your mobile device, even if it’s for work purposes; someone might try to take advantage of your frequent travels—this practice leaves your home office vulnerable.
LinkedIn
Earlier this year, LinkedIn rolled out privacy and security updates that modify the user interface. In the Account And Settings page, you’ll find that Profile Settings, Personal Information, Privacy Settings, and other information are grouped into a new dashboard design. The top-left section lists your account info, Inmails, Introductions, and Direct Ads. The bottom section lets you access your profile Privacy Controls (and Settings); Email Preferences; Groups, Companies, & Applications; and Account in a tabulated format. FAQs have been moved to the top-right.
Facebook
Popular social networking site Facebook recently added three new safety tools. Facebook has broadly implemented its Two Factor Authentication feature for computing devices. Anytime you sign into Facebook, the site will ask you to type in a code to
authenticate that you are, in fact, a human, and not an automated response generator.
In addition to Facebook’s current virtual library of safety resources (www.facebook.com/fbsafety), the security team has restructured the Family Safety Center to include articles for parents, teens, educators, and law enforcement. Appropriately enough, Facebook encourages a community-based strategy to protect online friends and family with a “culture of responsibility.”
The newly released social report tool lets a Facebook user report an offensive photo to both Facebook and the offender. If a user clicks the blue Report link under a photo, a dialog box will appear. Under Yes, This Photo Is About Me, you can select I Don’t Like This Photo or This Photo Is Harassing Or Bullying Me. If the photo isn’t directed at you by another user, you will click one of the options listed under No, This Photo Is About Something Else. For example, you could select Spam Or Scam, Graphic Violence, or Hate Symbol and click Continue. Answer the prompts in the subsequent dialog boxes to send a message to Facebook.
Twitter
A few months ago, Twitter added a new security setting that protects your username, password, and personal information from hackers: the ability to use HTTPS (HTTP Secure). By selecting the HTTPS Only option in account settings, Twitter users automatically encrypt their account. If you or your company is among the more than 200 million Twitter account holders out there, you can make this change by clicking
your username when signed in and selecting Settings. Scroll to the bottom of the page and check the Always Use HTTPS box. Click Save and type your password to finalize the changes. In addition to this feature, you can restrict public access to tweets by using the Tweet Privacy option, also found in Settings.