A company that wants to get ahead of the competition by positioning itself as an industry leader needs to establish a comprehensive thought leadership strategy, which includes leveraging its online presence.
There are several ways organizations exist online, many of which occur without direct brand involvement. Even if a company does not have official social media profiles, online listings and third-party sites aggregate news articles, consumer reviews, employee feedback and more, making it easy for people to find a plethora of information. It is wise to monitor online brand mentions to keep track of how various audiences perceive your organization, especially if you plan to implement a thought leadership strategy that incorporates more frequent content distribution.
Here are three things you can do to start taking charge of your online reputation.
1. Conduct a social media audit. The first step in taking control of your online presence is understanding what is already on the internet. Conduct a review of your organization’s current social media properties and assess what’s working well and how things can be improved. You should also do a general search for your company name to see how others may be talking about and interacting with your brand on their own channels. Assess your brand’s performance against that of your competitors to see where there may be opportunities for growth. Your communications partner will have tools to assist with this research.
2. Optimize your online profiles. One of the easiest things you can do to begin improving online presence is ensuring profiles are claimed and updated appropriately. Online job search and review sites such as Indeed and Glassdoor automatically create profiles for organizations that are reviewed by employees. Consumers can also add listings on Facebook, Yelp and other sites without company approval. The easiest way to take charge of these unofficial pages is by claiming them under an official company account to ensure you can add the appropriate contact information, background and more.
3. Develop an ongoing strategy. After you claim your company’s profiles, it is important to develop a schedule to regularly monitor, update and respond to inquiries on these channels. After all, the main reason to claim online profiles is to put your brand in control of the messages. This does not mean you have to start posting to Facebook every day or Tweeting pictures from the office, but you should have a protocol in place for answering questions or reviews. Check out these 4 ways to use LinkedIn as a thought leadership tool for ideas on how to utilize the social platform to its fullest potential.
If you’re ready to start cleaning up your online presence but need help getting started, contact Lovell Communications today.
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