Building a Brand Online

Even a big name brand has the potential to damage its online reputation. And when they get it wrong, they get it really wrong.

This week we’d like to take this opportunity to highlight just why any online strategy needs to be a considered strategy.

Access Over One Billion Users Online

The advantages of online marketing are clear. Over a billion people use Facebook, half a billion use Twitter. Billions search Google every single day.

Marketing your content using Search Engine Optimisation (SEO) so that it ranks on Google for your search term, or posting optimised content on a popular social media account, allows you to reach the maximum share of your consumer base for the minimum cost.

Social Media and other online tools also allow you to specifically focus on your target consumer, further maximising both the effectiveness of your campaign, and the worth you are getting out of the monetary investment you are placing into said campaign.

The Bigger the Brand, The Bigger the Problem

However, when it goes wrong, and you misjudge what may appeal to your target consumer base, and accidentally offend them, it can go seriously wrong for the exact same reasons. It damages your online reputation precisely because you’ve made such an effort to get people to see it.

This is a particular problem for big brands. Because they are so big, so recognisable, when they make a faux-pas online, it’s impossible for them to escape it.  It blows up on Twitter, Facebook, gets picked up by the press and before you know it, their page one on Google is a disaster zone.

British Gas: A Case Study

The most famous example in recent times came courtesy of recognisable brand British Gas. They really got it wrong when they posted a Q&A on Twitter the very day they unveiled a 9.2% price hike.

Obviously, it went really wrong, as angry customers high jacked the #AskBG hashtag to tear them a new one. It blew up, caught the attention of authoritative online publications such as the Huffington Post, and wrecked their page one on Google. If that wasn’t enough, they then proceeded to initiate a ‘Keep Britain Warmer’ ad campaign on Facebook. You can imagine the fallout; it wasn’t pretty.

This is why Igniyte would remind you that perhaps the most important element of any online reputation management campaign, is to know your audience, and to time said strategy with consideration of the mitigating factors that may inspire in them a negative reaction.

To find out more about corporate online reputation management, contact Igniyte on 0808 274 9301