Controlling Your Digital Shadow

Even if you choose to operate a brick and mortar business, you still need to control your online reputation. This reputation, called your digital shadow, will follow you wherever you go. For the most part, it is made up of what other people say about you on the internet. There are steps that you need to take so that your best reputation shines through online.

 The first thing that you need to do according to, is to monitor. Friends tell friends what they think about businesses. This word of mouth advertising can help build your business into a huge success. It can also completely ruin you. The first step, however, is that you need to know what people are saying. Therefore, use a monitoring tool and look at the results frequently.

 Respond to people who are talking about your business. If the reviews are nice, then thank them for doing business with you. If the reviews are negative, according to Dealerscape, it is even more important to respond. When possible, take steps to correct the situation. If the customer wants to argue, be sure to take it off the internet quickly. Give the customer a phone number or email where they can reach you. Everyone knows that you cannot make everyone happy all of the time. They will respect you for taking the time to respond.

 Think about the last time that you had a negative experience in a business. If you are like most people, then you took to Facebook and other places to complain. You told many of your friends and may even have discussed it around the watercooler at work. Now, think about the last time you had a great experience at a business. Chances are that you did not tell as many people. Therefore, business owners need to find ways to make it easy for customers to tell others that your business did a great job.

 Your company has a digital footprint. Take steps to control that shadow by monitoring and responding to customers appropriately.







White Shark Media Proactive With Addressing Complaints

Global advertising corporation White Shark Media admits its had its fair share of complaints over the years. Companies are going to have complaints. It’s just part of the business. “The only thing that can be done is listening to your customers and trying to correct them,” says White Shark Media CMO Andrew Lolk.

Typical complaints include lack of communication from the company, phone calls unreturned, performance issues, inability to track adwords performance and having individuals over accounts that don’t suit the customer’s needs.

It takes a great deal of time to get a company to the point of having the fewest complaints, said Lolk. “We do our best to read over every complaint and address them until the customer is satisfied,” said Lolk.

White Shark Media has proven methods to ensure that all ad campaigns are conducted in a precise and professional manner. Keeping the lines of communications open is of utmost importance. In order to rectify the communications problem, GoTo Meetings are scheduled on a monthly basis to go over accounts with a fine-tooth comb and to ensure transparency.

Losing touch with an adwords campaign is unfortunate, but can easily happen. White Shark Media found that their own procedures was not helpful to smaller business that needed to view charts and reports.

To avoid this problem in the future, account managers are required to go over every aspect of the new ad campaign with the client.

White Shark is very eager to let current and potential clients know the changes they have made and they take all comments and concerns seriously.

“We’ve had our fair share of screw ups, but they have been a great learning tool,” said Lolk. “We are definitely a better company for it.”

The ultimate goal is to serve the customer. Both customer complaints and praise will be viewed to move forward in the most constructive manner.

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