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Monitoring, Response and
how to handle Reviews
Presented by Tony Wright
CEO/Founder
WrightIMC
The thing about monitoring…
• There are literally hundreds of tools – from
free to very expensive
• Beware of relying on any data gleaned
from “automated sentiment”
• No tool is perfect. You catch the “90%”
that counts
• Monitoring the SERPs can be done
through ranking tools
Creating a formula for online
reputation
• Items to consider
– Reach of the venue
– Influence of the poster
– Tone of the content
– Follow-up on the post (watch for on-topic vs.
off topic)
– Viral effects
When to respond
• This really depends on your brand and
resources
• Reaction to every mention requires
continued reaction to every message…
– If you start and then stop, you can damage
your brand
– Set proper expectations for your followers –
and be prepared to do customer service via
social media channels
Review Management
• No matter what stat you read, know
this…unhappy customers are more likely to
complain online
• The goal of review management is to get the
happy customers to talk
– Review Portals
– Staff Incentives
– Staff Education
– Beware of TOS
• What are you doing to make your customers
actual Fans?
Review Management –
Social Media Policy
• Do you have a Social Media Policy? Do
you have more than 10 employees?
– Are you in a regulated field that requires
compliance?

• Do your employees know your social
media policy?
• How do you enforce violations of your
policy?
Review Management –
Educating Employees
• Every employee, contractor and vendor
can have an affect on your reviews
– The janitor can illicit a negative review as
easily as the CEO

• Management needs to make employee
education on social media a priority
• Good customer service won’t keep
negative reviews from happening, but it
does help stem the flow
Review Management –
Content Marketing
• Creating content that positions your
company as a thought leader can solicit
positive reviews.
• Videos, articles, advice from experts all
contribute to the overall brand image, as
well the reviews
• Content marketing also helps your SEO
Thank You!
Tony Wright
CEO/Founder
WrightIMC
Tony.wright@wrightimc.com
972-215-7167
@tonynwright

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Tonywright pubconaustin2014-reviewsmanagement

  • 1. Monitoring, Response and how to handle Reviews Presented by Tony Wright CEO/Founder WrightIMC
  • 2. The thing about monitoring… • There are literally hundreds of tools – from free to very expensive • Beware of relying on any data gleaned from “automated sentiment” • No tool is perfect. You catch the “90%” that counts • Monitoring the SERPs can be done through ranking tools
  • 3. Creating a formula for online reputation • Items to consider – Reach of the venue – Influence of the poster – Tone of the content – Follow-up on the post (watch for on-topic vs. off topic) – Viral effects
  • 4. When to respond • This really depends on your brand and resources • Reaction to every mention requires continued reaction to every message… – If you start and then stop, you can damage your brand – Set proper expectations for your followers – and be prepared to do customer service via social media channels
  • 5. Review Management • No matter what stat you read, know this…unhappy customers are more likely to complain online • The goal of review management is to get the happy customers to talk – Review Portals – Staff Incentives – Staff Education – Beware of TOS • What are you doing to make your customers actual Fans?
  • 6. Review Management – Social Media Policy • Do you have a Social Media Policy? Do you have more than 10 employees? – Are you in a regulated field that requires compliance? • Do your employees know your social media policy? • How do you enforce violations of your policy?
  • 7. Review Management – Educating Employees • Every employee, contractor and vendor can have an affect on your reviews – The janitor can illicit a negative review as easily as the CEO • Management needs to make employee education on social media a priority • Good customer service won’t keep negative reviews from happening, but it does help stem the flow
  • 8. Review Management – Content Marketing • Creating content that positions your company as a thought leader can solicit positive reviews. • Videos, articles, advice from experts all contribute to the overall brand image, as well the reviews • Content marketing also helps your SEO