Company reputation - what is the impact of social media on it?

Service Business

A company's reputation is nothing more than a good or bad opinion about it. It is often used for years based on proven communication schemes and marketing tools tailored to the target group. It is not easy to build a positive reputation for a company, but you can lose it suddenly, in one day. The difficulty of building a positive image results mainly from the company's many communication channels with customers, and more precisely from the possibility of expressing opinions about it in many places, including social media. How to take care of the company's good reputation in the era of social media?

The company's reputation and the times of social media

Today, when communication takes place to a greater extent within social media, many companies had to switch to the so-called two-way communication. It is not enough to only post advertising posts encouraging you to buy a product or service. Currently, for example, Facebook undertakes various activities to promote posts that provoke discussion, not only on the recipient-brand line, but also in the recipient-recipient relationship.

Today, brands are competing to win the attention of consumers. The competition in many industries is so big that the customer who will not find valuable content in our media or will feel that the only message from the brand are the words "Buy" or "Don't miss the opportunity" will leave the competition. What's more - for many consumers today, social media is one of the first sources of information about ... EVERYTHING. It is often on Facebook that we check what is the menu in our favorite restaurant in a given week or we look for opinions about a new place to which we want to go.

Developing a good reputation for a company in the era of social media is an additional challenge, but it is worth working on it, because it has a direct impact on a larger number of customers.

Building a positive image of the company - tips:

  • Support

Customer service on social media is an important element in building a company's reputation. However, it should be remembered that not every industry can afford full media coverage, hence it should be carefully considered. Some companies conduct such responsible activities - most often those from the sector of providing software for business (mainly financial and accounting systems) that they should not even provide support in solving cases in this way. This is related to their responsibility, i.e. ensuring safe software in accordance with applicable law. Hence, communication on Facebook or Instagram will not always be a good idea here. It will be different in the case of online stores that supply popular, everyday products. Of course, you should always be open to any comments or suggestions from customers and their problems. Each company should be open to the client and listen to his needs.

  • Impassibility in advertising

Sales advertising in social media should not always be based on a simple sales message. That is, as part of advertising, e.g. on Facebook, it is worth providing the recipient with valuable content that can help them in some way. Ads with helpful content will convert harder or be much more likely to share and get a lot of feedback. These types of advertisements are a good opportunity to build a positive reputation for the company and strengthen the image of an expert in a given field.

  • Naturalness in communication

Brand communication with the client should always be natural. Only that much or so much. Clients sense the artificiality in the conversation, especially in social media. Brands should use language that is appropriate to them and their customers. Let us take the previously chosen example of a company from the financial and accounting industry - if we are a company providing professional software for enterprise accounting, we cannot afford to use slang or popular abbreviations. Apart from the fact that it will not be understandable for some clients, it will make for others the feeling that such a company is frivolous, unprofessional and, consequently, they may simply give up their services. The unnaturalness in communication may cause the long-established positive reputation of the company to lose its value.

  • Valuable content

This element has already been described in some way in the section on non-pushy advertising. But it is not just about advertising, but also all communication on the company's social media. When running social media profiles, one should not forget that these are mainly platforms that enable the delivery of valuable content - articles or graphics, and are focused on building relationships with recipients. Therefore, do not forget about it and it is worth constantly contacting your current or potential customers in a way that will provide them with useful knowledge, materials or valuable video content.