监视和改善品牌声誉的最终指南

As a consumer, there are brands you automatically trust for quality – whether it’s Rolex for watches, Whole Foods for groceries, Williams Sonoma for cookware, or Dyson for household appliances. So when you’re going to buy something, you’d instinctually want to buy from these brands because you have the peace of mind that the quality would meet your expectations. That’s how much power brand reputation has on consumers and their purchase decisions.

但是对于品牌而言，随着在线评论和社交媒体帖子的更容易被消费者访问，建立和保持良好的声誉已成为一个重大挑战。一个小错误可能会造成严重的损害，需要数年的重建。这使得不断寻找对您品牌声誉的任何威胁并在它们失控之前对其进行修复至关重要。在本指南中，我们深入了解品牌声誉 - 为什么重要，如何测量它以及如何改进它。

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监视和改善您的品牌声誉：

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What Is Brand Reputation?

Brand reputation refers to the perception that everyone else has of your brand i.e. how consumers, stakeholders, media, and competitors see your brand. It can be affected by a combination of factors including the quality and price point of your products, your customer service, yourmarketing strategies, and your employee experiences.

您的品牌声誉是影响人们对您品牌的信任程度以及他们是否选择购买您的产品或服务的因素。它还影响人们对您品牌的忠诚以及他们是否为您辩护，想要为您工作，或在比赛中选择您。

因此,它密切monit是极其重要的or and manage it to avoid any long-term damage to your business. In fact, 87% of executives in a德勤调查说声誉风险是其业务的最大战略风险。这是因为负面的声誉事件可能会对您的业务产生负面影响。根据同一项调查，在声誉不良事件后，有41％的公司经历了收入和品牌价值损失。

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如何衡量品牌声誉

尽管大多数企业都了解品牌声誉的重要性，但许多人不知道如何改进它，因为他们甚至不知道如何衡量它。密切关注您的品牌声誉将有助于您更有效地管理它。这意味着您可以轻松注意到声誉何时需要节省，何时需要即时干预以及当前的努力如何得到回报。

Identify Key Brand Reputation Metrics

在缩小关键品牌声誉指标的缩小时，请考虑要回答的最大问题。您的品牌声誉监控工作应回答以下问题：

• How popular is your brand?
• Are people talking about your brand?
• How do people feel about your brand?
• 与竞争对手相比，您的票价如何？

这将为您提供对您可能重要的指标的基线。大多数声誉监测工作都集中在以下KPI上：

• 抵达 -This gives you an idea of how popular your brand is. It looks at factors like how many followers you have on social media and how manyYouTube用户你有。

• 分享声音（SOV） -This tells you how much conversation you own in comparison to your competitors, with brand mentions being a powerful indicator.

• 情感 -这可以帮助您了解有关品牌对话背后的潜在情感。换句话说，您可以了解人们对您的品牌的感觉。

Besides these, you may also use other metrics like your search engine ranking, customer satisfaction score, and online reviews to get a fuller picture of where your brand reputation stands.

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Use the Right Monitoring Tool

Many社交媒体监控工具come with the ability to measure the above brand reputation metrics. But it’s important to find one that can help you track the metrics that are important to you.

Talkwater Analytics例如，带有强大的品牌管理工具，可帮助您完整地了解品牌知觉。使用AI驱动的情感分析，它为您提供了有关品牌知名度，用户满意度，产品感知和客户忠诚度的见解。即时警报使您可以检测到任何威胁并在它们成为危机之前对其进行修复。此外，它不仅仅是文本提到的，可以分析通过图像和视频进行的对话。

YouScan还使用AI驱动的图像识别技术将上下文添加到社交媒体对话中，并完整地了解您的品牌声誉。这意味着您可以在现实的消费情况下看到您的产品，并了解人们如何看待您的品牌。它为您带来了实时通知，因此您可以在否定的情况下迅速处理声誉风险。

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提高品牌声誉的最佳实践

With even the smallest mistakes having the potential to ruin your brand reputation, building and growing your reputation is no easy feat. While the best practices below don’t guarantee a positive brand reputation, following them consistently will significantly improve your chances of earning one.

听你的客户

Who better than your customers to tell you how you can fix your brand reputation? As they deal directly with your business, your customers are the best people to tell you what you’re doing wrong, what needs improving, and what you’re doing right. So listen to their social media conversations,collect feedback，并积极监视评论以了解他们的脑海。

This can give you valuable insights into what issues your customers are facing, how you can improve their experiences, and what you need to keep doing. Plus, showing them that you’re actively listening to them is a great way to make them feel valued, which further adds to the客户体验随后，您的品牌声誉。

例如，Twitter定期通过调查和其他交互式方法从用户那里收集反馈。他们甚至举办Twitter空间会议，以积极收集有关他们计划改进的产品（例如DMS）的反馈。

加入我们，以获取星期五的反馈！

我们想和你谈谈DMs,特别是it’s not your thing.

Twitter DMS产品团队的成员将加入。我们有问题。我们想要您的反馈。https://t.co/zlycqooxyopic.twitter.com/xxnNmQ0nOZ

- 雷吉·墨菲（Reggie Murphy）（@reggiemurphy）2021年7月16日

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听你的员工

After your customers, your employees are the next best source of information on what your brand is lacking. As they maintain a direct line of contact with your customers, they can get first-hand information about the problems that your customers are facing that are affecting your brand reputation. And since they have an inside view, they can also provide actionable insights into exactly which processes need fixing to solve those problems.

例如，与客户支持联系的漫长等待时间可能是您的客户沮丧的主要原因，导致数千条有关客户服务差的推文。但是您的员工知道为什么漫长的等待时间会发生，以及可以解决问题的原因 - 无论是实时聊天支持以转移某些手机流量还是更好的工具以提高工作效率。

Moreover, their own experience as employees of your brand also influences your brand reputation as a whole as it affectsemployee advocacy。您是否提供合理的福利和薪水？您关心他们的工作与生活平衡吗？您正在做什么来解决他们的担忧？您是否正在为他们提供足够的培训和资源来更好地完成工作？188金宝慱网站

All of these factors will play into your overall brand reputation. So it’s important to genuinely care about your employees and listen to their feedback and grievances. This will help you understand not only how you can help them do their jobs better, but also how to improve their experience working for your brand.

HubSpot has an excellent reputation as one of the最好的工作场所由于公司如何对待员工。他们提供特权like remote work options, unlimited vacation, five-year sabbatical, generous parental benefits, tuition reimbursement, leadership development opportunities, and many more for a healthy work-life balance.

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遵守您的诺言

输掉的最简单方法之一消费者信任损害您的品牌声誉是通过不信守诺言。这可能是因为您大胆地声称您的产品或服务无法遵循。这也可能是因为您没有按时交付订单，很快就会发出退款或在应许时进行跟进。

无论具体细节如何，都不遵守您的诺言会告诉您的客户他们无法信任您的品牌，并且可能会严重损害您的声誉。因此，至关重要的是，您始终尝试遵循自己的承诺。避免误导营销活动，并广告副本作为一个开始。并透明您可以和不能为客户做什么，以便设定现实的期望。

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响应迅速

当客户与您的业务联系时，他们会期望得到回应。即使您没有立即有正确的答案，他们至少希望您让他们知道您正在努力为他们提供答案。另一方面，当您没有回应而悬挂他们时，您会给他们更多的机会，使您的服务感到沮丧，并最终将他们的经验公开。

While this might be a one-off scenario, making a habit of not responding to your customers will ultimately take a toll on your brand reputation as more and more people start posting about how they never got a response. And soon, the public will know your brand as one that doesn’t care about responding to customer complaints and queries.

因此，当某人向您伸出援手或疑问时，您想做的最后一件事就是忽略他们，让他们的挫败感累积。响应性应该是您客户服务策略的重要方面。根据Superoffice，46％的客户期望在四个小时内做出反应，因此这应该是您的“金窗户”。即使您在此期限内没有正确的答案，也应该努力确认他们的查询，并通知他们您的团队正在努力。

Barkbox作为一个真正关心客户的体贴品牌建立了良好的声誉。他们对客户查询的反应方式是促成这种积极品牌形象的最大因素之一。

嗨，扎克！I am glad to hear that your pup loved these Thanksgiving toys so much We do have our Best of Barkbox boxes and always love bringing favorites back, with a twist! Definitely keep your eye on your add-to-box page for favorites as well!

— BarkBox (@barkbox)January 30, 2022

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使您的座右铭使真实性和透明度

In a world that’s become oversaturated with marketing ploys, consumers are increasingly craving authenticity from brands. They want to be able to trust your brand when you’re telling them that X product will solve Y problem or that you’re supporting a certain cause. An honest and authentic brand that’s transparent with their business values and practices has a strong chance of boosting its reputation in the long run.

这可能涉及分享您的业务惯例，例如制造产品的方式，如何采购食材或如何对待员工。这也可能很简单，就像拥有错误并决心将其修复或改进一样简单。

实际上，一个发芽社会调查found that 85% of people would give your brand a second chance after a bad experience if you have a history of being transparent. And 85% would stick by your brand during a crisis if you’re known for being transparent. Moreover, 89% would trust you again if you admit to a mistake and share the steps you’re taking to resolve the issue.

Consumers expect your brand to be transparent about changes to your products or services and your company values. Policy changes, employment practices, and pricing decisions should also be openly shared with your audience on social media to improve the transparency factor.

由于该品牌持续努力最大程度地减少环境影响，巴塔哥尼亚已获得可持续性的名字。他们设法建​​立这种声誉的方式之一就是透明。他们公开分享有关如何制作衣服的信息以及回馈环境的努力。

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Build a Reputation that Lasts

建立强大的品牌声誉就是一致性和真实性。您的努力不应该只是在开始看到改进后停止。相反，您应该定期监视品牌声誉，以查看其随着时间的变化的变化并迅速检测到突然的变化。这将帮助您主动解决问题，然后再升级并转变为声誉风险。