Greeting my fellow course mates…
My given topic for assignment is ONLINE REPUTATION MANAGEMENT.
It is defined as “Online reputation management (ORM) is the act of monitoring search engine result pages or mentions in online media and Web sphere content.”
ORM primarily involves tracking what is written about a client on the Internet, then utilizing sophisticated online and offline techniques in promoting positive and neutral content, while at the same time pushing down those links the sponsor (in most cases business or individuals) may not want to show when their name is searched.
ORM helps business to maintain their image squeaky clean in the virtual world. It also serves as a method of public relations for the company if they are a service provider or a product manufacturer. They can interact with their customers and can monitor over the comments they receive on various platforms like Facebook, Twitter, blogs, Forums, Chatrooms etc with the help of software and dedicated team of individuals working on it.
As for my first example on the topic.
- Pampers, a Proctor and Gamble subsidiary, garnered national media attention in April 2010, when mother and customer, Rosana Shah tried to complain about a diaper rash caused by Pamper’s new “Dry Max” technology in two of their diaper lines.
- When Shah felt that Pampers did not take her complaint seriously, she took her story to Facebook.
- In a matter of weeks her anti-Pampers site had close to 10,000 members, leading the Consumer Product Safety Commission to launch an investigation, and causing a backlash among costumers nation-wide, even globally, in some instances.
- Mothers everywhere were calling news stations, complaining on Twitter and MySpace, and uploading gut -wrenching videos and pictures of their baby’s diaper rashes all over the Internet.
- Parents everywhere were expressing their outrage at the once most trusted brand of diaper manufacturers in the world, thereby injuring Pampers’ previously positive online reputation, and branding the P&G company as a cautionary tale.
- Poor management of Pampers’ online reputation meant the loss of customers and money as they tried to compensate angry moms from around the world, and as their stock plummeted.
On the other hand Pampers decided to restore their reputation and this is what they did.
1) Act fast:
The bulk of P&G’s response happened in the first 28 hours after CNN ran the initial report on the morning of May 6th. By 4 p.m. that day the company released two SEO-friendly official statements addressing the concerns and set up a team to constantly monitor social media chatter.
The wording in the releases, P&G told Advertising Age, was intentional, designed to create a distance in search engine results that mention the words “Pampers,” “diaper rash” and “dry max diapers.”
2) An integrated media response to a social media uproar
3) Understand your customers, isolate the haters, and offer another explanation
P&G’s crisis control team referenced (correctly) in their statements that the angry posters were “a small group of parents” who “have specifically sought to promote the myth that our product causes ‘chemical burns.’”
Hence in the above example, we can see both the damage that can be done to a brand using Social media and we also got to see the damage control done by Pampers. P&G noted that directly responding to angry parents on Facebook was not effective at stopping the storm.
Instead, it noted that short and professional posts illustrating that the company understood the parents’ concern and was looking into it help the most to calm people down online.