In this age of instant gratification and the viral spread of news, what can you do when your company’s reputation requires a hit from negative social media? On-line media monitoring is key in maintaining unfair criticism in check.
Instantaneous criticism – on blogs, in tweets, via Facebook or featured on YouTube – are changing the face of public relations and corporate communications nowadays. Standard journalists are bound by qualified ethics the want to create articles that are fair, balanced and properly sourced and legal standards that assure people and companies have recourse against libel and slander. But today’s “citizen journalists” generally do not comply with these requirements, and as we’re seeing extra regularly, they believe the rules don’t necessarily apply to them. Many of them have their personal agendas to promote and freely create about topics with out having to present an unbiased point of view.
Take english.alarabiya.net/News/world in Reuters about how Twitter, Facebook and YouTube are becoming “yet an additional front in beleaguered airlines’ public relations battle.” Instead of writing letters, sending e-mails or calling the airlines, unhappy travelers are venting their frustration through these channels in genuine-time -when stranded at the airport or stuck on a plane, exactly where their rage is fresh.
So how can a business – like an airline – combat negative mentions from just about every corner of cyberspace? One particular process could be on-line media monitoring. Though you could be aware of Google and Yahoo! free of charge news alerts as tools to take the pulse of what is becoming mentioned about your corporation, these search solutions are not comprehensive as you may perhaps want them to be. Google and Yahoo! alerts catch only a fraction of the content material on the internet these days, leaving you at risk to remaining oblivious about postings that could have a devastating effect on your small business.
To guarantee you’re not missing any mention of your organization, you need to take into consideration functioning with an world wide web media monitoring service, which provides complete monitoring of all classic media and social media mentions. Far more importantly, however, an online media monitoring service really should contain actual-time reporting and evaluation capabilities that will assist you get a better understanding of what’s being stated, where and by whom. Possessing this information will allow you to quickly formulate messaging to react to unflattering references and to improved prepare proactive messaging and businesses practices that will head off criticisms and negative press in the future.