Brands are having to become ever more involved in conversations online according to the latest Kaizo Advocacy Index, our bi-annual study of online reputation and recommendations.
The Winter Kaizo Advocacy Index demonstrates that the amount of negative online brand chatter is increasing due to news relating to business performance in the recession. However, it also identifies how some brands are taking advantage of the opportunities online to boost reputation.
The study is unique as it recreates a customer’s own online experience, as opposed to researching perceptions of a small group of stakeholders. When customers search online for a brand they typically look for external perspectives from a number of sources. Those brands that are actively communicating online with groups, posting online content, and interacting directly with customers, are ultimately the ones that shine.
Virgin Atlantic, as it has been for the last four studies, remains number one, but there are big changes elsewhere with Kellogg’s and Heinz rising dramatically as a result of increased focus, frequency and involvement online.
Losers include BMI, Microsoft, Symantec and Ryanair, with common themes relating to the economy and poor customer service being prevalent. The biggest faller since the last study is Orange with an overwhelming number of posts relating to its customers service.
As the economy continues to tighten brands will need to increase their online involvement to ensure that both their reputation remains intact and that online chat results in recommendations and, perhaps most importantly, sales.
As a simple first step brands need to identify who is saying what about them and where and then take steps to engage in conversations. This isn’t a replacement to traditional PR, but an obvious extension to the way brands should communicate. What is key, though, is that success requires brands to engage in conversations and not simply broadcast news.
Those brands that ignore this, or simply see it as an online version of what they do offline, do so at their long-term peril.
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