Recently, our Heavy Chef girl Yolandi, wrote an article on the fiery Gossip Girl series and how to create and maintain a community in an environment that is cut-throat and competitive. This made me think about my days back in high school and how reputation was a key ingredient to teenage politics.
Just as every girl or guy had their own reputation to manage in high school in order to have more friends, so do brands have their online reputation to manage in order to have more followers/likes/interest. One of the ways in which you can build your community and more importantly, maintain the trust of your community, is by using online reputation management and keeping an intently close eye on what others are saying about your brand. Let’s take a trip back to our high school days and see what the popular kid had to do in order to be so adored.
The popular kid isn’t always the bad seed.
Do you remember that one guy or girl that represented the epiphany of rebellion in your high school years? Sure, he or she was great for a few weeks, but when they got into trouble, there was no one around to help. It is true that brands get more attention when they are being criticised, but the term “all publicity is good publicity” is not necessarily true when it comes to online reputation management.
The popular kid always knows what is going on in his or her school
Bad or good news, the queen or king of the school knows exactly what is going on in their territory. In order understand and follow your ORM, you must be omnipresent and make sure you have tabs on everything that everyone is saying about you.
There are various ORM tools that will make this job easier and when you know what others are saying about you, you are able to take in this praise or criticism and transform it into something that can work for you, just like the popular kid in school makes sure that all news concerning them is turned into good news.
The popular kid encourages “gossip”
In terms of high school politics, gossip has many negative connotations, but in terms of building your community online, gossip can merely be conversation. Just like the kids in the school yard listened to a piece of information intently and passed it on to others, so does an ORM strategy let you listen to what others are saying and pass that information on.
An online community is built by sharing of information and engagement – just like the popular girl or guy grows their followers by providing them with juicy tales and encouraging them to pass on the message.
The theme that revolves around building a community and maintaining an online reputation boils down to terms such as relentless engagement and fierce interaction. Strive to be the popular kid – maintain your reputation, keep people talking and keep your followers happy.