“Change Management” is a necessary function with a terrible name. To most people, the word “change” itself is fraught with hidden meaning — personal interpretations that can be negative and that can throw up roadblocks to successful adoption. Read more ›
What are people learning about you online? You have some control over it.
Are you startled when you search for your company’s name on Google? If you’re active on the internet, you’re probably more popular than you know. Which can be a double-edged sword.
Start With Google, Naturally
You can learn in a few seconds what everyone sees on that critical first results page when you enter your company name.
Google offers tools to assist with reputation management. They’re accessible through the Google Dashboard, which you can open through any of the company’s online products, like Gmail, Google Calendar or Google Docs (soon to be Google Drive). To sign in, click here and enter your Google username and password.
LEADING THOUGHTS Welcome back! Last week, we wrote about the importance of goal setting for your engagement strategy, as it relates to social media in this particular example. What you do on the social web, just like any other business activity, can’t be haphazard. Social media is fun and exciting, and I fully understand the temptation of doing it for the sake of doing it. However, it’s a business activity, and you should approach it as such, with a plan for execution and measurement, metrics appropriate for your goals, and maybe even its own P&L.
Last week we talked about increasing awareness as a goal. If you don’t increase awareness, you won’t increase the number of unique users, and without that, you won’t grow your revenues (which is, or at least should be, your #1 goal). Sure, you could live off strong awareness for a while, getting everyone to try your product, maybe even buy it once. However, if your product doesn’t deliver what you promised it would, no one will want to repurchase or purchase after the trial runs out. There’s a word for that — hype. You don’t want to be one of those. You will risk turning off your loyal early brand champions, possibly resulting in bad word of mouth. For revenue to sustain and even happen at all, you need to tend to goal #2: customer experience.