The first kind of information is not conducive to the development of enterprises. This kind of information may come from dissatisfied customer comments, unfair comments from irresponsible netizens, deliberate smearing by competitors, product defects or service problems of enterprises and so on.
The second kind of information is beneficial to the growth of enterprises. These information are automatically released by netizens or customers, and also processed and released by enterprises themselves, the latter being more prominent.
We can make the first kind of information hard to find and the second kind of information "overwhelming", which can be said to be a good online reputation. But don't forget the premise of good reputation, that is, the enterprise itself must ensure good products or services, and the products and services can't be problematic. It is not difficult to establish a good online reputation through the online brand promotion and word-of-mouth maintenance of marketers.
Therefore, for the maintenance of online word of mouth, the core is to do a good job in products and services and strive for perfection. It doesn't matter if it's not very good, but try not to be too bad, which will easily lead to bad word-of-mouth information. For enterprise network marketing managers, we should first pay attention to customer feedback and find some problems in enterprise products or services in time. Secondly, we should pay more attention to the contents of some interactive platforms, such as Baidu Know, Baidu Post Bar, well-known community forums and influential media in the industry. You also need to pay more attention to all evaluation websites, such as Baidu word of mouth and public comments. In addition, we should always check the search results through some keywords of brand reputation and search engines, and find unfavorable information and deal with it in time.
Some people may say that they want to deal with it but don't know how to deal with it. There are three suggestions for this situation:
First, continue to maintain online word-of-mouth communication.
Through the spread and promotion of online word-of-mouth, enterprises can build an information fortress for their own brands and important products, and occasionally some unfavorable information users are difficult to find. If you don't do publicity and maintenance at ordinary times, once you produce a piece of information that is not conducive to the enterprise, it will be very obvious when searching for enterprise products or information, which will do great harm to the enterprise.
Second, don't rush to del when you find unfavorable information.
There must be a reason for the unfavorable information on the network, and enterprises must get to the bottom of this information and find out the reasons. Then analyze the solution to the problem in detail. If the average consumer is not satisfied with this, it is a better choice to give him a satisfactory solution. If competitors are funny, they can only cut in from the perspective of public relations, or enter the law. Specific questions can also be consulted on the website, and online marketing consultants give suggestions for specific problems.
Third, the marketing department cooperates with the sales and after-sales service department.
The marketing department does not directly contact customers, but the sales department and after-sales service department directly contact customers. Generally speaking, sales will make too many commitments to products or services in order to clinch a deal at the front end. If something goes wrong, it will be transferred to the after-sales department, and the after-sales staff will say that the sales are wrong. In this case, the feeling given to the customer must be extremely bad. Therefore, it is suggested that enterprises speak with one voice, and try to achieve the same voice in publicity and sales, as well as after-sales links, so that customers can be impeccable.
After discovering bad information, it is not too late to mend it. In fact, word-of-mouth information maintenance can also be preconceived. It is suggested that enterprises sort out the key keywords of brand-related products or services and pave the way for these keywords through online word-of-mouth communication, which can not only promote brand products, but also establish a firewall for enterprise products and services to prevent bad information from coming out easily.