Digital is very much alive at a time when the presence and use of social networks has been gaining ground and is playing an important role for brands. These platforms are spaces that companies have to pay attention to if they want to get to know their customers and potential consumers firsthand. This is where Internet users actively participate and intervene by sharing opinions and impressions about our experiences and, of course, about the products and services they consume, doing so very quickly and in real time, actions that directly influence brand reputation.
What is brand reputation?
Brand reputation is the perception that consumers have of a company. Comments, interactions and reviews are some of the elements that shape brand reputation on social networks. For companies, it is key to understand how this collective thinking is built around it and how it can affect the company’s image, both positively and negatively. However, it is not enough to have a presence on social networks; achieving a solid brand reputation requires a communication strategy that is well designed and executed.
To achieve this, when creating a communication strategy, the objectives to be achieved must be clear, always aligned with the company’s identity and values, in order to transmit them through key messages.
Brand reputation on social media:
Brand reputation on social media is built by user interactions, comments and reviews. It is important to understand how it is built and how it can affect the company. However, the digital communication strategy should not be seen as an isolated process, but should be coherent with the company’s overall communication strategy and aligned with its identity.
To start with, a selection of the appropriate social networks for the brand must be carried out, taking into account the target audience and the profile of the users of each platform, as it is not the same to have a presence on a social network such as TikTok, a platform with a youthful and visual focus, as it is to give visibility to our organization on LinkedIn, a network aimed at a professional context.
The content your company shares on social media should be relevant and valuable. Remember to provide useful information, practical tips, inspiring stories and engaging visual content. Your company’s main goal is to sell, but social media is about much more than selling, so going beyond your product will help build interest, trust and engagement around your brand.
It is also very important to adapt the content to each social network and, of course, to the audience you are targeting, as it is key to arouse the interest of your followers by encouraging interaction with your activity on networks, boosting participation among your audience and thus reinforcing engagement, i.e. the commitment of users to your brand.
On the other hand, having influencers or professional content creators can help you strengthen your brand image. Influencers are well-known people who have a great impact on social networks. Seek out those who are relevant to your industry and establish strategic partnerships that showcase your brand in an authentic and compelling way.
How to protect your brand reputation on social media:
Protecting brand reputation is key for a company, especially in social networks, an area where it can be compromised very quickly. It is therefore important to regularly and frequently track the mentions and conversations generated about the brand, to know and understand how it is perceived. To do this you can use social listening tools that allow you to be aware in real time and detect trends to join that will promote interaction with your audience in a more meaningful way.
Managing negative comments is also critical to protecting your brand reputation on social media. Reply quickly, empathetically and respectfully by showing interest in your followers’ concerns and personalize your replies. In the event of a crisis, such as a problem with a product or the resolution of a misunderstanding, transparency is key. Communicate openly and honestly, offer solutions and, if necessary, take the conversation to a private channel to resolve the problem further. Response time is also a determining factor in emerging stronger from a crisis. Therefore, it is advisable to have a corporate response prepared for different circumstances in order to try to solve the problem as quickly as possible.
Remember that social networks can be really useful to managing a crisis. Thanks to their speed and agility, you can share regular and honest updates on how the situation is being managed and how it is evolving, always highlighting the positive actions that are being implemented. In your messages, show empathy and solidarity with the people who may have been affected, thus strengthening the trust of your followers and demonstrating the company’s commitment to resolve the crisis effectively.
Brand reputation on social media can boost or damage a company’s success. Building and maintaining a strong image requires a coherent strategy, the creation of relevant and interesting content, active participation and proper management of interactions. By doing so, you can strengthen your brand’s reputation and make the most of the opportunities offered by social media in the digital environment.
María San Felipe Frías
Account Manager
