The Small Business’ Guide to Online Reputation Management

Secondly, social media profiles tend to feel more personal than your website because they’re a lot more interactive. This makes them great for getting your personality across, and connecting with your customers… Both of which help build your reputation.

Lastly, and most importantly, the average consumer mentions brands on social media 90 times a week[39]. Put simply: If you want to become part of that conversation and influence people’s perception of your brand, you’d better make your presence known.

Optimising your social media profiles

You’ll want to make sure your social media profiles target your company name properly.

So, use this checklist to make sure your profiles are optimized to give the perfect impression:

  • Use your brand name as your username to make it easier for customers to find you
  • Write a short, clear bio, and include your name in it as naturally as possible
  • Complete as many profile fields as possible. (Many companies rush through this process, so the more comprehensively you fill out your profile, the more it will stand out.)
  • Use your logo as your profile picture. Or, if you’re a one-man business, a professional photo of yourself.

More importantly, keep a consistent identity across different platforms. While your pages don’t have to look identical, you should use the same colours, branding and tone throughout.

For example, here’s what IKEA’s Facebook page looks like:

As great as it is to have optimised social media profiles, they’re a missed opportunity if you don’t use them to your advantage.

Inactive social media profiles could even harm your reputation. Why? Because one in five people[40] now use social media to contact a company, and 80% expect a response to their comment or tweet within 24 hours.

If you’re not keeping up with the conversation happening around your brand, you could disgruntle them.

A good way to stay on top of social media mentions is to use a social media listening tool like Hootsuite[41] or MentionMapp[42]. Both tools are free, and allow you to create a mentions stream to track what people are saying about you social media.

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