The company news and public relations landscape has been altered dramatically with the popularity of the internet.  These days anyone — right or wrong — can post information online through their website, blogs and social media.  Once it is out there – the word is quickly spread, shared and circulated.  That’s great if it is good news.  But if it is not – the bad news is out there for all to see regardless of whether the claim has merit or not. 

With this in mind it is important that companies be out in front of their on line reputation and monitor what the public and the press are saying about your business, service or product.

If something negative is happening.  Don’t ignore it.  It won’t magically disappear.
There are several ways you can help restore your reputation and achieve more positive results and minimize the negative ones.

First – be nice.  Be direct and communicate exactly what’s happening and the steps you’ve taken to mitigate the issue and solve the problem.  If you have no news – say that as well.  The public appreciates honesty.

Consider posting your own information in the form of articles, press releases and videos.  This can help you spread your own story and offer positive information about the company and what it is doing right. Posting on line videos with your own message – can be particularly useful as search engines are attracted to them. By taking action to foster positive sentiment, you can quickly change public perceptions and soften the impact of bad news.

Be open to suggestions and opinions – When someone sends you an online comment – Respond as best as you can even if it is just to say you’ll dig up some more information and get right back to them. People will appreciate that and you may even get some new customers/clients.

The fluctuating nature of the web means that situations can arise unexpectedly and in various forms, and can often include an element of surprise that you didn’t envision. Your digital footprint is important, so if you do find yourself in the midst of negative online sentiment, consider some of these simple steps.  A proactive approach can turn the tables to achieve positive results rather than negative ones.

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Social Media may officially be considered a relatively new way of marketing.  But if you take the time to give it some thought – social media is really something that has been around for a long time.  Just not through the internet.

Think about it.  A restaurant advertises it has the best burgers in town.  You may or may not think they really do.  After all, the word is coming from the restaurant itself.  Your friend tells you he went to a restaurant with the ‘best burgers he’s ever had’ and now you think – ‘maybe this restaurant is really good’.  Now your friend tells their friend, who in turn tells there friend and all of a sudden — the restaurant has a line out the door.

Social media is a perfect for spreading the word on the street. Now you are not selling yourself or your business – others are doing it for you. If you get your message to Twitter, Google +, Facebook, your blog — fans and followers will get the word out for you.

If you have really got a good service, product and offer value to your customers, social media is an excellent way to help spread the word.  You’ve already got a good story—and marketing is a lot about telling your story.  Prospective customers appreciate the word of others like them.  They offer honesty and fairness.

Smart users of social media take time to measure their efforts. They use the medium to generate and capture leads and build a relationship with customers and keep them. Measure your social media marketing ROI and pay attention to what people are saying.  By tracking your results you can learn from any mistakes and build a successful business for years to come.

 

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Many website owners focus on the quantity of visitors to their site rather than the quality of their visit. Many people don’t realize that the bounce rate or the percentage of visitors who come to your site but leave shortly after arriving can be an important statistic and a useful analytic tool as well. Analyzing this measurement might help you distill what is wrong with your site and aid you in improving your site’s performance.

Bounce rates will be different for every website, but there are situations where you will have an unnaturally high bounce rate. If a page has a high bounce rate and the average time on page is close to 0, this is a bad bounce. Visitors are not staying on your website and they are not reading your content. You should figure out ways to make that page more appealing.

Evaluate page content and make sure that it is well-written and matches what visitors expect to find after reading the headline or title of the page. Tweak marketing copy and visuals to help customers find what they need quickly. Content should be clear, concise, and paired with exciting graphics that point visitors to what they want. Make pages more appealing by reducing excessive advertisements and fixing other distracting features.

Examine your site’s usability. If customers can’t find what they need on your website, they will abandon it and go somewhere else. Take a look at your site and to clean up any usability and navigation problems that are asking people to leave.

Open external links in a new window. If you link to a lot of external website or embed advertisements, sometimes visitors will click these links and leave your website.

Improve load time. The quickest way to turn a visitor away is to have a slow loading site.

It is always good to review your site and see what is working and what isn’t.
Reviewing your bounce rate and average time on page will help you know that and may be a way to improve your site and thus effectively your business.

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