Unexpected calamities, such as the recent COVID-19 pandemic, can disrupt day-to-day operations and dampen the customer experience. Without an effective crisis management plan, this can put your reputation on the line and jeopardize customer relationships.
Reputation crisis management includes timely monitoring of and response to customer grievances across channels while taking care to ensure brand messages stay relevant, empathetic, and assuring. Social listening can be incredibly useful in meeting these objectives. Here’s how.
Monitor reviews in real-time
Consumers today are not shy about expressing their discontent on social media. If left unmonitored, negative feedback can cause irrevocable damage to your brand reputation. Constant monitoring of social media platforms for negative reviews, toxic content, and false information is the only way to identify and respond to them in a timely manner.
Social listening service providers like Netscribes use intelligent tools to identify negative reviews across multiple social platforms in real-time. Depending on the severity of the issue, they escalate it to the relevant team in the client organization for timely resolutions. Netscribes prepares responses to potential questions and concerns before they arise. This allows us to provide immediate solutions and minimize escalations.
Respond to reviews with minimal delay
How brands interact with consumers on social platforms greatly influences their purchase decisions. In fact, a study shows that 48% of consumers prefer buying from brands that are responsive to their customers via social media. That’s not all. 37% of consumers who use social media to question brands expect a response within 30 minutes, while 80% expect a response on the same day.
Social listening allows brands to find out where these conversations are happening in real-time, so you can respond to them in a timely manner.
Align brand messaging to consumer behavior and sentiment
Being aware of consumer sentiments, fears, and concerns is crucial for creating content that resonates. It helps you choose the right language, tone, and themes in your crisis communication. Otherwise, you could end up creating unrelated content or appear plain insensitive.
Social listening helps you keep track of the trending themes and issues your audience cares about, as well as their sentiment towards them. This offers valuable insight to optimize your content strategy to focus on what exactly your audience needs right now.
This example looks at the audience who are most interested in COVID-19 drug development and treatment.
Access to such data can help brand marketers better understand their audiences – their interests, sentiments around trending topics, age, demographics, etc. – thus, enabling more relevant content.