What Digital Marketers Should Do To Better Manage Their Online Brand

We all know, that reputation is everything, but with the internet years of reputation building can be ruined in just a few clicks– by virtually anyone. The free and transparent nature of the internet fosters an environment that is favorable to the consumer but not so much to businesses and corporations which are often targets of internet trolling. This begs the question: How can brands manage reputation in the digital space?

Social Listening Is Key

Social listening is a proactive way for marketers to view what people are saying about their brand online. It presents an opportunity for brands to measure performance while simultaneously managing their reputation online. There are software applications, like Google Alerts, that allow a brand to be notified when they are mentioned online to track internet conversation in a timely, direct and strategic way.


Knowing When/How To Respond

Responding to negative feedback online can be tricky, but the motto “the customer is always right” is a good way attitude to embody in your response. You should address customer concerns and make them feel that they are important and their concerns are valid. The way you respond to negative feedback can influence the future of a relationship with the customer in question and others who view the response. Taking responsibility and being transparent are always going to be viewed more highly than being defensive or trying to remove negative feedback all together. It is also ideal to move these conversations to more private outlets than social media by prompting other communication outlets such as: email, phone call and direct message.


Positive Content Is Your Friend

Content that is positive in nature can be used to prevent negative, or potentially harmful search results from appearing at the top of a SERP. For instance, corporate blogs can be used to create an additional (positive) SERP result, thus pushing less optimized results lower on SERP results. Positive content is most likely to rank above negative content if it holds extensive links to reputable sites that also use brand keywords.


Emergency Responses

In times of a crisis brands will need to move forward with an emergency response to the situation. For large companies this usually involves a press release addressing the situation and providing solutions to remedy the problem, helping to rectify the brand’s reputation. In any case, emergency responses should revolve around timeliness, transparency and future training. Nonetheless, situations meriting emergency response can often be avoided by championing quality products and engaging in proactive customer service practices.


While negative content is never what we hope for, there are ways to largely prevent it. One way is to consider having a social media account or handle (often Twitter is used for this) dedicated to providing timely support to customers in need. This allows you to filter negative responses to one channel and respond to them quickly, hopefully nullifying the situation before it spirals into a larger public relations disaster. In addition, response to negative feedback can actually foster a stronger relationship between the brand and the customer than they had before the complaint was filed. Lastly, other current and potential customers often see interactions between support accounts and users filing complaints, so responding to them in the appropriate manner is crucial.





Hubspot Social Media Certification Program: Is it worth it?

All About Hubspot’s Social Media Certification Program


I recently completed the Social Media Certification through Hubspot and I am here to share my review of the process with you. I found the certification to be relatively easy, the videos while cumbersome, were informative and reinforced a lot of what I have learned already in other digital marketing courses. Someone could easily finish the certification in a day, I had originally planned to complete it piece by piece but I actually forgot about it and ended up doing it over two evenings.


The Pros and Cons

I liked that the videos allowed me to choose the speed for playing time because they were a little slow for me to follow without increasing the speed. In addition, I liked how in Hubspot’s video lessons they integrated both lecture style and powerpoint images with definitions, key facts and important information to write down. I did not like how some of their “quiz yourself” questions were phrased because I got some of the questions wrong, despite understanding the material, due to discrepancies in verbiage. Further, in their video lessons Hubspot relied on examples that were internal in nature and thus harder to understand than, perhaps, broader examples that would be more easily identifiable within the audience. Lastly, I found Hubspot’s video lessons to be highly repetitive (throughout the certification process), which could be unattractive to some.


What I Learned

Most of what I learned was in terms of application rather than theory, I felt that I was already familiar with most of the marketing theories and concepts discussed, but I liked hearing about real-world application and how that can vary from theory. For instance, I learned that for Facebook the best posting time is between 1-4pm on weekdays and 12-1pm on weekends. Whereas on Instagram, posts do the best on Mondays and Thursdays anytime except 3-4pm. One term that Hubspot’s lesson coined was “social listening,” which they defined as observing conversations relevant to or about the brand. Data gained from social listening is used to gauge consumer perceptions, as well as provide an understanding on brand reputation and how to move forward with next steps. In addition I liked how Hubspot defined Google advertisements as “intent” based, whereas Facebook advertisements as grounded in consumer “interests.” Finally, I learned the term “life time value” which is measured by average yearly revenue x average lifespan of customer subtract the cost.


To Recommend or Not Recommend?

In conclusion, I believe that this certification would be most useful for entry-level marketers who do not already have a lot of education within the discipline. Nonetheless, on a scale of 1-5 I would by at a level 5 in my likeliness to recommend this program to others. Despite my frustrations, the program is completely free which makes it very accessible for pretty much anyone and a valuable resource for those who do not have access to formal higher education or training.