To be successful at ORM, there is some red tape you have to go through. It is crucial to establish company-wide guidelines and tone of voice when dealing with online reputation. Once again, the scope of these policy docs will vary from business to business, but the general idea will stay.
Once you start your ORM project, you will always be alerted about a new comment, review, or other types of mentions. So, it is important to have a somewhat strict definition of what is urgent and what can wait, who is in charge, and how to respond.
You have to define what kinds of reviews are of the utmost urgency for your business. If your customers are surfing through Reddit frequently and any negative info there can be a deal-breaker for your product, pay special attention to mentions from there. You can also prioritize cases by importance to your brand and customers.
Urgent: By and large, cases that can be detrimental to your brand’s reputation go way beyond a casual negative comment. Also, don’t forget to review the profile of a person who wrote the review; if it is someone popular in some circles, you may anticipate some potential for virality. So, once you discover such a review, you have to take care of it straight away.
Non-Urgent: Normally, a non-urgent response is okay when you are dealing with cases that can be easily resolved by a typical response (maybe, a template you have prepared in advance for typical questions and concerns).
But even if you know an immediate response is not needed, still define the timeframe for responding to such comments. And make sure you’re reaching out to the commentator with an acknowledgment of their concern, even if it will take you a while to get back with a response.
Blacklist: Every business has come across trolls and pure haters who cannot be convinced to act reasonably. So, sometimes it is just better not to issue any official response because it will only escalate the conversation and lead to a more negative impact on your business. You can start a “blacklist” everyone can refer to when looking at your policy docs.
It is always a good idea to create a doc that includes FAQ about your brand. Keep all the answers within this doc so that your colleagues (and you) can use it as a general guideline for responding to reviews and comments.
I hope you find this information helpful…see you on the next topic