Social Media Marketing (SMM) and influencer activities have revolutionized brand communication, offering unparalleled reach and engagement. However, there’s a side of this digital coin that often goes unnoticed — negativity.
When building a brand’s reputation online, Online Reputation Management (ORM) should always run alongside SMM campaigns. ORM ensures brand mentions are monitored, negativity is swiftly addressed, and the brand’s image remains intact.
Let’s break down the insights from real-world experiences to better understand how to manage negativity effectively in social media and influencer campaigns.
1. Why Online Reputation Management (ORM) is Essential in SMM
ORM isn’t just about damage control; it’s about being proactive in maintaining a brand’s online image.
1.1 Monitoring Brand Mentions
- Use tools like Google Alerts, Brand24, or Hootsuite to track mentions across platforms.
- Categorize mentions: Positive, Negative, or Neutral.
1.2 Quick Response Time
- Negative mentions can escalate quickly. Speed is key to de-escalating potential crises.
- Move heated discussions to private messages to prevent public fallout.
1.3 Proactive Engagement
- Respond to positive mentions with gratitude.
- Neutral mentions are opportunities to sway public sentiment in your favor.
2. Real-World Example: Managing Negativity for a Wall Panel Brand
In the early 2010s, a brand producing wall panels faced consistent trolling campaigns orchestrated by competitors.
The Workflow:
- Identify Mentions: Regular scanning of social platforms and search engines.
- Sentiment Analysis: Classify mentions as positive, negative, or neutral.
- Appropriate Responses:
- Thank positive users publicly.
- Address negative comments privately.
- Turn neutral mentions into positive engagements.
The Result:
After six months of meticulous ORM, the search results were significantly cleaned up, and new mentions were addressed in real-time.
3. SMM and Large-Scale Brand Reputation: A Federal Bank Case Study
A major federal bank experienced a surge of negativity every time it launched ads or expanded its digital campaigns.
The Solution:
- Reply publicly to negative comments to show transparency.
- Move the discussion to private messages and ask for customer contact details.
- Publicly conclude with a comment like: “We’re looking into it.”
Outcome:
Customers felt acknowledged, and public sentiment gradually improved.
4. Influencer Marketing and Handling Negativity
Negativity in influencer marketing differs from brand ORM because the influencer’s persona is tied to their authenticity.
4.1 Viral Negative Backlash (Cancel Culture)
- Viral backlash is often unstoppable.
- Brands and influencers must wait it out and avoid impulsive reactions.
- Damage control often involves public statements, apologies, or clarification posts.
4.2 Isolated Negative Feedback
Two Types:
- Genuine Feedback: Address politely and professionally.
- Fake/Troll Comments: Block, ignore, or moderate.
Self-Care Tip for Influencers:
Protecting mental health is paramount. Use tools like comment moderation filters or simply disable comments when necessary.
5. Key Takeaways for Effective ORM and SMM Management
- Be Proactive: Don’t wait for negativity to spiral out of control.
- Speed Matters: Address negative comments swiftly.
- Choose Your Battles: Not every comment requires engagement.
- Protect Mental Health: Know when to step back or disable interactions.
- Consistency is Key: ORM should be an ongoing process, not a one-time fix.
In Conclusion:
While Social Media Marketing (SMM) and Influencer Activities are powerful tools for brand growth, they also come with the risk of negativity. The key lies in preparedness — both mentally and technically.
When executed effectively, ORM and SMM strategies can transform challenges into opportunities, ensuring a brand not only survives but thrives in the digital landscape.
