Minding the store
What is the number one challenge of any professional today? Being everywhere at all times. Answering the phone, tending the store or clients, rushing to pick up this or that, getting email at all hours, checking in to Twitter, remembering Facebook, and the like. It can be daunting to keep up today. This presents a challenge as consumers are researching companies’ reputations online, so the question is – as you mind the store, are consumers finding you online in a light you’d like to be presented?
Cliff Stein of Reputation Changer tells AGBeat, “If you’re a small business owner, your online reputation is the most important asset you’ve got. It’s more than just your business card—it’s the very source of your credibility, the thing that makes people willing to do business with you in the first place. All it takes is a single bad review or negative Google listing to destroy that reputation; the most costly online reputation errors, however, are likely the ones you’re making yourself!”
Reputation Changer is a reputation management company that combats bad reviews and outranks the negatives with positive for its clientele of small businesses, celebrities, universities, politicians and average Joes, so they see a lot of mistakes made online every day that could be circumvented simply by people knowing what mistakes to avoid.
Top 10 reputation management mistakes
Stein outlines below the top 10 reputation management mistakes that small business owners make – probably without even realizing it.
- Failing to control the message about your brand. When it comes to your company, or even your industry, you never want to be in a position where other people are writing the narrative. That’s why this is Job #1. If there’s a major happening at your company—whether good or bad—you want to be right there on the forefront, delivering press releases and putting your own spin on things.
- Responding in anger to negative reviews. In fact, responding to reviews, on sites like Yelp.com in particular, is something you might just avoid altogether. A response only lends validity, and draws attention, to the negative review; what you really want to do is suppress it with all that positive content we mentioned before.
- Forgetting to monitor your online reputation properly. Reputation defense always comes back to monitoring—because if you don’t know what people are saying about you on the Web, how can you even begin to defend yourself properly? Setting up Google alerts, and periodically combing the social networks, should be high on your reputation management to-do list.
- Letting other people snatch up the prime online real estate. If a rival company or disgruntled employee wants to attack your online reputation—and if they’re really smart and cunning about it—they’re going to snatch up exact-match domain names for your small business. (If your company is called Nashville Emporium, those domains would include nashvilleemporium.com, org, and .net, for instance.) Don’t let them do it. Buy those domain names yourself, even if you don’t plan to use them right away.
- Staying out of social media. If you’re looking to shore up goodwill and positive press for your small business, regular activity on Facebook and Twitter is utterly essential.
- Letting just anyone manage your social media. Having said #3… it’s also important that small business owners be careful about exactly who is using their social media accounts. Once something is out there on the Internet, there’s no way to fully reel it back in or undo the damage—so either impose strict policies about what can and cannot be said on Facebook and Twitter, or just do it yourself. Social media updating should not be a job for the summer intern.
- Letting just anyone ghostwrite your business blog. Having a blog is a great way to showcase a more personal side of your company. The passion you have for your industry isn’t going to shine through if you’ve got a ghostwriter handling it, though. Make sure this is something you do yourself!
- Neglecting to publish content about your small business. The best way to ward off online attacks or negative reviews is to build a wall of positive press—a wall built out of strong, compelling content, published to your website as well as social media accounts.
- Failing to pump up your business with positive reviews. Having phony reviews written on your behalf is something that will likely come back to bite you, but there’s nothing wrong with asking your best clients to pen a quick five-star rave of your products and services.
- Getting into controversy. This may almost go without saying, but… if you’re a small business owner, then your own persona is a big part of your brand’s online reputation. Using your Facebook page or Twitter account to sound off about politics or religion is probably a poor idea!
As you assess the web as part of your marketing strategy, make sure these 10 mistakes are solved, because you don’t want you to be the reason you have a bad reputation online!
*New* TikTok Insights launch: Content creators finally get audience analytics
(SOCIAL MEDIA) The popular short-form app, TikTok, finally launches the anticipated Insights feature, where content creators can view target audience data.
Marketers searching for the zeitgeist which means TikTok scrollers pause to watch their content and then click through to buy a product have a new tool to help make that happen.
- TikTok Insights offers marketers bite-size bits of user demographic information that will help build content that leads to sales.
- With TikTok Insights you can learn more about your audience’s behavior, their interests, and their general sentiment toward brands.
- TikTok Insights is free to use. Marketers can find TikTok user demographics by using filters to determine what they’re looking for.
The demographic info can be age-focused, focused on specific types of marketing, or even as specific as holiday or event marketing.
This is a step in the direction marketers have been asking for as they create content for the TikTok platform; however, creators looking for detailed analytics like they get from meta need to wait. Insights doesn’t offer that for now.
Like TikTok says in its own analytic information,
“While analytics are helpful in understanding the performance of your videos, you don’t need to create future videos based primarily around them. It’s best to consider the bigger picture, lean lightly on analytics, and use them as a source for insight rather than strategy.”
Marketers trying to key into reaching TikTok’s billion users worldwide are left, right now, searching for the magic that leads to consumers making the jump from the platform to using their purchasing power.
For marketers that means keeping things creative and collaborative, two key factors in TikTok’s success. And that success is huge. Users spend an average of 52 minutes on the platform when they log in and a staggering 90% of users say they log on every day.
TikTok Insights will help marketers find ways to connect, but the content TikTok is looking for is authentic.
And while entrepreneurs can bid for advertising like other social media platforms, they need to remember when planning that spend, that most TikTok marketing success stories are more accidental than planned. Have fun with that knowledge. Instead of pressure to create the perfect plan, TikTok Insights allows marketers to keep it creative and to find a way to tie it into what they enjoy about the platform.
Like all other social media marketing, focus on creating content that stops the consumer from their continual scroll. Make it a challenge and keep it real.
Grindr got busted for selling users’ data locations to advertisers
(SOCIAL MEDIA) User data has been a hot topic in the tech world. It’s often shared haphazardly or not protected, and the app Grindr, follows suit.
If you’re like me, you probably get spam calls a lot. Information is no longer private in this day and age; companies will buy and sell whatever information they can get their hands on for a quick buck. Which is annoying, but not necessarily outright dangerous, right?
Grindr has admitted to selling their user’s data, however, they are specifically selling the location of their users without regard for liability concerns. Grindr, a gay hook-up app, is an app where a marginalized community is revealing their location to find a person to connect to. Sure, Grindr claims they have been doing this less and less since 2020, but the issue still remains: they have been selling the location of people who are in a marginalized community – a community that has faced a huge amount of oppression in the past and is still facing it to this day.
Who in their right mind thought this was okay? Grindr initially did so to create “real-time ad exchanges” for their users, to find places super close to their location. Which makes sense, sort of. The root of the issue is that the LGBTQAI+ community is a community at risk. How does Grindr know if all of their users are out? Do they know exactly who they’re selling this information to? How do they know that those who bought the information are going to use it properly?
They don’t have any way of knowing this and they put all of their users at risk by selling their location data. And the data is still commercially available! Historical data could still be obtained and the information was able to be purchased in 2017. Even if somebody stopped using Grindr in, say, 2019, the fact they used Grindr is still out there. And yeah, the data that’s been released has anonymized, Grindr claims, but it’s really easy to reverse that and pin a specific person to a specific location and time.
This is such a huge violation of privacy and it puts people in real, actual danger. It would be so easy for bigots to get that information and use it for something other than ads. It would be so easy for people to out others who aren’t ready to come out. It’s ridiculous and, yeah, Grindr claims they’re doing it less, but the knowledge of what they have done is still out there. There’s still that question of “what if they do it again” and, with how the world is right now, it’s really messed up and problematic.
If somebody is attacked because of the data that Grindr sold, is Grindr complicit in that hate crime, legally or otherwise?
So, moral of the story?
Yeah, selling data can get you a quick buck, but don’t do it.
You have no idea who you’re putting at risk by selling that data and, if people find out you’ve done it, chances are your customers (and employees) will lose trust in you and could potentially leave you to find something else. Don’t risk it!
BeReal: Youngsters are flocking in droves to this Instagram competitor app
(SOCIAL MEDIA) As Instagram loses steam due to its standards of “perfection posting,” users are drawn to a similar app with a different approach, BeReal.
BeReal is one of several “Real” apps exploding in growth with young users who crave real connections with people they know in real life.
According to data.ai, BeReal ranks 4th by downloads in the US, the UK, and France for Q1 2022 to date, behind only Instagram, Snapchat, and Pinterest.
BeReal flies in the face of what social media has become. Instead of curated looks that focus on the beautiful parts of life, BeReal users showcase what they’re doing at the moment and share those real photos with their friends. Their real friends.
It’s real. And real is different for a generation of social media users who have been raised on influencers and filters.
As the app says when you go to its page:
Every day at a different time, BeReal users are notified simultaneously to capture and share a Photo in 2 Minutes.
A new and unique way to discover who your friends really are in their daily life.
The app has seen monthly users increase by more than 315% according to Apptopia, which tracks and analyzes app performance.
“Push notifications are sent around the world simultaneously at different times each day,” the company said in a statement. “It’s a secret on how the time is chosen every day, it’s not random.”
The app allows no edits and no filters. They want users to show a “slice of their lives.”
Today’s social media users have seen their lives online inundated with ultra-curated social media. The pandemic led to more time spent online than ever. Social media became a way to escape. Reality was ugly. Social media was funny, pretty, and exciting.
Enter BeReal where users are asked to share two moments of real life on a surprise schedule. New apps are fun often because they’re new. However, the huge growth in the use of BeReal by college-aged users points to something more than the new factor.
For the past several years, experts have warned that social media was dangerous to our mental health. The dopamine hits of likes and shares are based on photos and videos filled with second and third takes, lens changes, lighting improvements, and filters. Constant comparisons are the norm. And even though we know the world we present on our social pages isn’t exactly an honest portrayal of life, we can’t help but experience FOMO when we see our friends and followers and those we follow having the times of their lives, buying their new it thing, trying the new perfect product, playing in their Pinterest-worthy decorated spaces we wish we could have.
None of what we see is actually real on our apps. We delete our media that isn’t what we want to portray and try again from a different angle and shoot second and third and forth takes that make us look just a little better.
We spend hours flipping through videos on our For You walls and Instagram stories picked by algorithms that know us better than we know ourselves.
BeReal is the opposite of that. It’s simple, fast, and real. It’s community and fun, but it’s a moment instead of turning into the time-sink of our usual social media that, while fun, is also meant to ultimately sell stuff, including all our data.
It will be interesting to watch BeReal and see if it continues down its promised path and whether the growth continues. People are looking for something. Maybe reality is that answer.
Opinion Editorials2 days ago
Is there a proper time and place for saying “I love you” at work?
Opinion Editorials18 hours ago
Writing with pen and paper may mean your smarter than your digital peers
Business Marketing2 weeks ago
The use of offline marketing can still be advantageous in a digital world
Business News2 weeks ago
How to apply to be on a Board of Directors
Opinion Editorials20 hours ago
5 reasons using a VPN is more important now than ever
Opinion Editorials1 week ago
3 reasons to motivate yourself to declutter your workspace (and mind)
Business Entrepreneur2 days ago
Before starting that startup, consider these factors
Business Entrepreneur1 week ago
Having client difficulties? Protect yourself with an exit strategy clause